La psicofisiología como herramienta para la evaluación de la publicity
Resumen
La publicity, entendida como contenido promocional no pagado aparecido en los medios, es una parte importante de las relaciones públicas. Su valor, como complemento de la publicidad, reside en la credibilidad que se otorga a la fuente que traslada la información. La publicity, al ser contenido no preparado por la entidad que busca la promoción, es un campo donde resulta difícil la medición de sus efectos. La métrica más extendida en el análisis del retorno de la comunicación, se basa en la comparación con el costo que supondría un contenido de publicity si se tratara de publicidad. A este indicador se le denomina Advertising Value Equivalency. No obstante, son varios los obstáculos que surgen a la hora de tomar el Advertising Value Equivalency como una metodología confiable ya que, por ejemplo, tiende a considerar el mensaje lanzado tan positivo como el publicitario. En la actualidad la industria dedicada a la medición de la comunicación demanda opciones alternativas basadas principalmente en metodologías asentadas. Este artículo busca introducir en la medición de la publicity el paradigma psicofisiológico. Este enfoque, basado en la detección de los efectos físicos de los estímulos psicológicos, es una metodología objetiva y rigurosa que ha demostrado ser capaz de medir los efectos reales que los mensajes mediáticos tienen en la audiencia. Su mayor aportación supone la evaluación de variables subconscientes no controlables por el sujeto, como la atención, la activación emocional o la valencia positiva o negativa.
Citas
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