奥美广告消费者洞察.pptx

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? 为什麽寻找消费者洞察是创意策略发展过程中的重要挑战? ˉ it focuses creative development 对准焦点在创意发展的过程 ˉ it drives relevance 相关性 回应而生 ˉ saves time - right first time! 节省时间 - 第一次就做对!;Where do insights come from?消费者洞察从何处来;The insight for TWIST chocolates was generated TWIST 巧克力的消费者洞察是如此产生的 ˉ in a conference room 在会议室里 ˉ by creatives and other personnel who were also consumers 创意人员和很多别的部门的成员 ˉ via observation and anecdotes 对别人的观察及知道的趣事 EAT THE BEST, AND SHARE THE REST (SHOW COMMERCIAL FOR TWIST CHOCOLATES) 把最棒的吃掉，剩下的才分掉! ;The nature of consumer insights消费者洞察的本质;HOW TO FIND LEVERAGABLE INSIGHTS?如何寻找可资运用的消费者洞察?;What are we looking for?我们在寻找什麽?;Consumer insight research ...消费者洞察的调查...;Research amongst defined target audience 对特定的目标对象进行的调查 Stimulate discussion and interaction with consumers via 引发消费者的讨论与互动，运用 ˉ product mappings (attributes and benefits) 产品认知图 ˉ brand and competitive advertising 该品牌或竞争者的广告 ˉ brand mappings/associations/personification 品牌认知图/联想/拟人化 ˉ laddering techniques 阶梯式渐层的技巧 ˉ concepts and positioning work 概念及定位 Probe for relationships and feelings 刺探关系及情感;Questions that help to generate insights...;帮助引发洞察的好问题...;Objectives of a consumer insight消费者洞察的目的;Insights ...洞察 ...;Judging Insights判断消费者洞察;Role of creative development research创意发展调查的角色;Range Rover insight ...Range Rover 的洞察;谢 谢