利用调查寻找消费者洞察--品牌策划管理教学幻灯片讲义.pptVIP

USING RESEARCH TO FINDCONSUMER INSIGHTS利用调查寻找消费者洞察;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;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 ;An insight is ...消费者洞察是;Consumer insights and the creative brief消费者洞察及创意简报;Yellow Pages黄页电话簿;Yellow Pages-UK Creative Brief黄页 -- 英国版的创意简报;Why should identifying the consumer insight be the critical challenge of a copy development strategy? 为什麽寻找消费