百事可乐的广告研究培训资料.ppt

为什么要对我的广告进行测试? 我们应该问些什么问题? 不同广告所起的作用是不同的 大多数的广告都要求... 有影响力的广告是怎样的呢? 广告效率不同则产生的效益也不同 知道广告效率又怎么样? 激励 新颖而切合实际需要的信息很有可能使消费者马上作出反应, 产生消费欲望 在其他条件不变的前提下, 这会在销售业绩的提升中反映出来 然而, 广告同时也能扩大知名度, 并在人们脑海中建立起品牌和某些事物的联系。这在以后可能会变得与消费者息息相关。 我们怎样衡量激励程度呢? 对于我们希望能从长远角度发挥作用的广告 这三个因素是否总是重要? Millward Brown have found that one third of all the ads they test fail to say what they’re supposed to to the consumer… often this is because the action in the ad has managed to hide the communication. We can ask lots of different questions to evaluate whether a consumer has got the message that they were supposed to from an. The easiest way is to ask them straight out what the message was… but there are some cases where we can’t expect them to express what we’re trying to say, so instead we prompt them or we ask them to describe what it would be like to use the brand or what sort of person would use it. The third area which we should assess is how the consumer is going to respond when they see the ad and hear the message When we put an advert on air, we need to be realistic about what we can expect an ad to make a consumer do. Often it expected that simply putting an ad on air will make people rush and buy it. However, this is not always the case. Typically, the ads that make people buy the product straight away convey some sort of news about the brand in a way that make it seem relevant to consumers. Most of the time, Pepsi will not have any news to convey; unless there is some type of sales promotion or a new brand or variant being launched. Instead a lot of our advertising will be working to maintain and build the brand over the longer term It’s by looking at all of these measures together that Millward Brown form an opinion of how the ad will perform in real life and why, how it might be improved, if it should be scrapped altogether, or what media weight should be used to support it. [Green template.ppt *] Millward Brown 明略行 * 广告研究 明略行 为什么? 怎么测? 我们应该先问问自己 ‘这个广告要实现 哪些广告目的, 达到 什么样的营销目标?’ 推出 新的品牌