广告也要进化资料.ppt

TOPICS 環境 從 AIDMAS 到 AISAS 資訊不斷的增加 消費者保護自己於資訊之外 我們該如何去接觸到消費者? 以多樣創意元素組合，有效地接觸消費者 AISAS model推動消費者的情境 情境 based on Contact Points Method 1. Power Variation Scenario Method 1. Power Variation Scenario Method 1. Power Variation Scenario Method 1. Power Variation Scenario Method 2. Timeline Scenario Method 2. Timeline Scenario Method 2. Timeline Scenario Method 3: Media Split Scenario Method 3: Media Split Scenario Case Study IKEA “Japan launch campaign” IKEA “Japan launch campaign” IKEA “Japan launch campaign” Summary: IKEA “Japan launch campaign” Second, consumers’ information behavior is also changing. Today we are surrounded by much more information than we can handle. In response, we have become very skilled at distinguishing useful information from useless ones. It’s like this: We don’t have time to deal with irrelevant information and we subconsciously block out information we don’t need. Therefore, the conventional and unidirectional way of providing information is no longer effective. So, our work is to figure out what needs to be done to reach consumers. Under these circumstances, it’s better to lure consumers out than to try and pry open their “information shields.” Relevant information can be given as “feed” to get consumers to put their guards down. Now I’ll discuss how this luring can take place. We use the phrase “scenario writing.” In scenario writing, we use multiple media with multiple creative elements to create a mental state in which consumers will be “interested in” and “search for” the brand. The scenario-writing concept conforms to the AISAS model. The scenario is a plan for how the consumers can be provided with information/experiences to move them along the AISAS process. Here you can see a typical daily life of businessman in Tokyo. He starts any given day at home. And go to the station he uses, pass through a ticket wicket, walk or run on stairs, rush into train, and reach his workplace. So far, the former half. And the latter half is rev