奥美广告之消费者洞察.pptxVIP

USING RESEARCH TO FINDCONSUMER INSIGHTS利用调查寻找消费者洞察OM China Planning WorkshopBeijing北京2nd-4th May 1997Brilliant 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Why?为什麽?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 A CONSUMER HABIT OR ATTITUDE TO THE PRODUCT, THE BRAND, OR THE CATEGORY THAT IS MOTIVATING AND LEVERAGABLE IN COPY 消费者对品牌或产品或该类别的习惯、态度，可在广告传播中运用来激发消费者，使他/她动心 ˉ Product attributes often no longer sufficient to differentiate or motivate choice ˉ 在今日，只运用产品特性通常无法形成差异，激发 消费者的选择。An insight is ...消费者洞察是a sudden awareness 一种突然的觉醒a moment, or a flash of understanding 某时刻，或某一刹那间的了解 CAUTION: A product or a brand can generate many insights - the trick is to identify the insight that is the most relevant and motivating. 请注意∶一个产品或品牌可以引发许多、许多的洞察 - 重要的是如何去分辨最具相关性及最具激发力的洞察。Consumer insights and the creative brief消费者洞察及创意简报Relevant insights are the bridge or link between the product attributes, product or brand promise and the proposition, or trigger in the creative brief. 具相关性的洞察是联系产品特性品牌承诺及定位陈述的最佳桥梁。它也是创意简报中的驱动元素(Trigger)A good creative brief will always describe state the key consumer insight, and will lead from that to the proposition/button. 一份创意简报可以详述主要的消费者洞察，以及洞察如何导到产品的定位及按扭。Yellow Pages黄页电话簿Example 1 - US ad 例 1.-- 美国recognises the fact that people do not use YP, except for emergencies - and portrays that fact. An unmotivating, irrelevant use of insight. ˉ 了解除非在紧急事件时，否则不会有消费者会去翻阅 黄页 -- 并且在广告中呈现这个事实 没有激发力，没有相关性的洞察.Example 2 - UK ad 例 2- 英国recognises the fact that people only use YP for the nasty things in life - but leverages this insight in a more relevant and motivating way, by saying that YP is there for the more pleasant things in life too. Commercial generated excellent business results for YP. ˉ 了解人们只在遇到生活中一些讨厌的事时，才会用电 话簿，但用激发较具相关性及激发力的方式呈现出来 ，先广告消费者黄页也可以让你了解在生活中较令人 可喜的层面。广告激起了极佳的商业结