我要学摄影:PICA_CLEMENGER.pptVIP

  1. 1、本文档共40页,可阅读全部内容。
  2. 2、原创力文档(book118)网站文档一经付费(服务费),不意味着购买了该文档的版权,仅供个人/单位学习、研究之用,不得用于商业用途,未经授权,严禁复制、发行、汇编、翻译或者网络传播等,侵权必究。
  3. 3、本站所有内容均由合作方或网友上传,本站不对文档的完整性、权威性及其观点立场正确性做任何保证或承诺!文档内容仅供研究参考,付费前请自行鉴别。如您付费,意味着您自己接受本站规则且自行承担风险,本站不退款、不进行额外附加服务;查看《如何避免下载的几个坑》。如果您已付费下载过本站文档,您可以点击 这里二次下载
  4. 4、如文档侵犯商业秘密、侵犯著作权、侵犯人身权等,请点击“版权申诉”(推荐),也可以打举报电话:400-050-0827(电话支持时间:9:00-18:30)。
  5. 5、该文档为VIP文档,如果想要下载,成为VIP会员后,下载免费。
  6. 6、成为VIP后,下载本文档将扣除1次下载权益。下载后,不支持退款、换文档。如有疑问请联系我们
  7. 7、成为VIP后,您将拥有八大权益,权益包括:VIP文档下载权益、阅读免打扰、文档格式转换、高级专利检索、专属身份标志、高级客服、多端互通、版权登记。
  8. 8、VIP文档为合作方或网友上传,每下载1次, 网站将根据用户上传文档的质量评分、类型等,对文档贡献者给予高额补贴、流量扶持。如果你也想贡献VIP文档。上传文档
查看更多
我要学摄影:PICA_CLEMENGER

Photo Imaging Council of Australia Research-Strategy-Action Tuesday 25th June 2002 Key challenges To maintain and build strong and enduring growth within the industry. To use future brand and retail communications to drive this growth. To incorporate key research learnings into these communications. Situation analysis Ultimate communications objective 2-pronged ... Key issues from research Lack of motivation manifesting itself as ‘never remember camera’, ‘no time’, ‘inconvenient’ motivate people Lack of expertise bad photos, unused camera features build expertise Lack of occasion less ‘accepted’/ ‘ traditional’ opportunities create opportunities Broad issues your research highlights Industry Catch 22 Safeguard tradition: film Champion innovation: digital Cultural antipathy photography is not a national past-time 2 over-arching tasks for communication A caveat What follows are recommendations solely based on your consumer research … insights it revealed thoughts it spawned But truly great advertising is not lead by consumers A caveat Great advertising ideas campaigns are built around brand truths … interpreted communicated to connect with motivate consumers Understand consumers, but stay true to yourself 13 recommendations for industry communications Born of insights at a number of levels Diverse applications process to product evolution child: play empower youngsters, encourage parents to see role: an educational toy youth: social lubricant alongside booze, dance, mobile phones, video games young adult: documentation exploration an ever-growing lifestage, defined by ‘me’ - keep the full story, not just the edited version family: duty capture reinstate redefine role of the ‘family album’ empty nester: memories connection life’s too short: live share every moment tap into the needs opportunities of each segment 2. retrieve the human dimension “digital is focused on technology not output” Cameras (still video) all tending towards technology, desi

您可能关注的文档

文档评论(0)

ligennv1314 + 关注
实名认证
文档贡献者

该用户很懒,什么也没介绍

1亿VIP精品文档

相关文档