百事可乐广告研究培训资料 .pptVIP

知道广告效率又怎么样? 品牌 A 34% 品牌 B 33% 品牌 C 33% SOS* 品牌 A 62% 品牌 B 25% 品牌 C 13% 有效SOS 广告效率 (AI) 品牌 A = 5 品牌 B = 2 品牌 C = 1 减少广告投放次数 延长间隔时间 使用其他媒体 *SOS=Share of Spend = 我品牌广告支出占所有同类 产品广告支出总和的百分比 信息传递 在明略行测试过的所有广告中, 三分之一的广告未能 按照品牌战略要求传递信息 通常这是因为品牌 信息未能和广告中 引人入胜的部分有效结合 消费者反应 海量免费下载资料，尽在 海量免费下载资料，尽在 Dawn’s own introduction * To answer the question ‘why copy test’, we need to think about why we advertise in the first place. Typically we put an ad on air to make the consumer do something… [CLICK] our ultimate aim is that at some point in the future when they are choosing a soft drink, they choose one of our brands, [CLICK] so we continue to generate revenue and profits. In other words, we are spending money in an effort to make money. However, not all ads have the ability to influence the consumer’s behaviour. [CLICK] In other words, our money is wasted. So how do we decide which ads are likely to be effective? We could use our judgement, but are we the best people to decide? Do we think in the same way as consumers? The answer is probably not… the best way to evaluate them is by asking the consumers themselves what they think… in other words, to test the copy. * So if we acknowledge that the consumer is best placed to judge our advertising, what exactly do we ask them? [CLICK] Our first question should actually be to ourselves, to make sure that we’re asking consumers the right questions… that is we should ask ourselves ‘what do we want this ad to do for the brand? What advertising and marketing objectives should it meet?’ * The reason for this is that advertising can have many different tasks and here are just a few examples: [CLICK] An ad might have to launch a new brand… in which case it needs to work in a different way to an ad which has to [CLICK] remind consumers about what the brand stands for, what it is supposed to do, or how it’s supposed to make them feel. [CLICK] This is turn will work differently from an ad which aims to make people who