广告-利用调查寻找消费者洞察.ppt

USING RESEARCH TO FINDCONSUMER INSIGHTS利用调查寻找消费者洞察 OM China Planning Workshop Beijing 北京 2nd-4th May 1997 Brilliant advertising must be developed around a consumer insight.杰出的广告必定因应著一个清楚的消费者洞察而生 Why? 为什麽? Ads that leverage consumer insights: 运用消费者洞察而产出的广告 ˉ relate(与你相关) ˉ connect (与你连心) ˉ involve(让你投入) ˉ motivate(给你动机) INSIGHTS DRIVE RELEVANCE OF ADS 洞察力能驱动广告的相关性 What is a consumer insight?什麽是消费者洞察 A CONSUMER HABIT OR ATTITUDE TO THE PRODUCT, THE BRAND, OR THE CATEGORY THAT IS MOTIVATING AND LEVERAGABLE IN COPY 消费者对品牌或产品或该类别的习惯、态度，可在广告传播中运用来激发消费者，使他/她动心 ˉ Product attributes of