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奥美广告_利用调查寻找消费者洞察 下载

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名称:奥美广告_利用调查寻找消费者洞察

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奥美广告_利用调查寻找消费者洞察简介:

奥美广告_利用调查寻找消费者洞察 67个word、奥美广告_利用调查寻找消费者洞察.zipUSINGRESEARCHTOFINDCONSUMERINSIGHTS利用调查寻找消费者洞察O&MChinaPlanningWorkshopBeijing北京2nd-4thMay1997Brilliantadvertisingmustbedevelopedaroundaconsumerinsight.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?Adsthatleverageconsumerinsights:运用消费者洞察而产出的广告ˉrelate与你相关)ˉconnect与你连心)ˉinvolve让你投入)ˉmotivate给你动机INSIGHTSDRIVERELEVANCEOFADS洞察力能驱动广告的相关性Whatisaconsumerinsight?什麽是"消费者洞察"ACONSUMERHABITORATTITUDETOTHEPRODUCT,THEBRAND,ORTHECATEGORYTHATISMOTIVATINGANDLEVERAGABLEINCOPY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ˉProductattributesoftennolongersufficienttodifferentiateormotivatechoiceˉ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。Aninsightis...消费者洞察是.....asuddenawareness一种突然的觉醒amoment,oraflashofunderstanding某时刻,或某一刹那间的了解CAUTION:Aproductorabrandcangeneratemanyinsights-thetrickistoidentifytheinsightthatisthemostrelevantandmotivating.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。Consumerinsightsandthecreativebrief消费者洞察及创意简报Relevantinsightsarethebridgeorlinkbetweentheproductattributes,productorbrandpromiseandtheproposition,ortriggerinthecreativebrief.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TriggerAgoodcreativebriefwillalwaysdescribestatethekeyconsumerinsight,andwillleadfromthattotheproposition/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。YellowPages黄页电话簿Example1-USad例1.--美国recognisesthefactthatpeopledonotuseYP,exceptforemergencies-andportraysthatfact.Anunmotivating,irrelevantuseofinsight.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.Example2-UKad例2-英国recognisesthefactthatpeopleonlyuseYPforthenastythingsinlife-butleveragesthisinsightinamorerelevantandmotivatingway,bysayingthatYPisthereforthemorepleasantthingsinlifetoo.CommercialgeneratedexcellentbusinessresultsforYP.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果YellowPages-UKCreativeBrief黄页--英国版的创意简报Whatistheproduct...YPisalistingofallcommercialservicesthatareavailableinyouarea产品是什麽?黄页上记录所有在本区可以找到的商业服务Aboutthetargetaudience...mostpeopleneverthinktousetheircopyofYPunlesstheyhaveanemergencyinthehouse.消费者∶大部分的人除非家有急事,否则很少想到去使用黄页Proposition/Button...ThecompaniesinYPcanhelpyouwithsomeofthenicerthingsinlifetoo!定位/按扭....黄页在你身边,也可以帮助您做许多"生命中的美好事物"Whyshouldidentifyingtheconsumerinsightbethecriticalchallengeofacopydevelopmentstrategy?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?ˉitfocusescreativedevelopment对准焦点在创意发展的过程ˉitdrivesrelevance"相关性"回应而生ˉsavestime-rightfirsttime!节省时间-第一次就做对!Wheredoinsightscomefrom?"消费者洞察从何处来"Ithastodowithtalkingto,andwatchinghumanbeings,orconsumers.与人谈话,观察人性TheinsightforTWISTchocolateswasgeneratedTWIST巧克力的消费者洞察是如此产生的ˉinaconferenceroom在会议室里ˉbycreativesandotherpersonnelwhowerealsoconsumers创意人员和很多别的部门的成员ˉviaobservationandanecdotes对别人的观察及知道的趣事EATTHEBEST,ANDSHARETHERESTSHOWCOMMERCIALFORTWISTCHOCOLATES把最棒的吃掉,剩下的才分掉!Thenatureofconsumerinsights消费者洞察的本质Sosimpletorecognise,butsodifficulttofind!如此简单,却难以寻觅!ˉHowtofindinsights?如何找到Insight?ˉHowtochoosetherightinsights,withthemostpotential?如何选择正确而又有潜力的Insight?HOWTOFINDLEVERAGABLEINSIGHTS?如何寻找可资运用的消费者洞察?ˉQUALITATIVERESEARCH质化调查ˉDEDICATEDRESEARCH专门的调查ˉOBSERVATIONSOFSELFANDFELLOW'CONSUMAN'BEINGS!观察自己和周遭的人群!Whatarewelookingfor?我们在寻找什麽?anaspectofhumanbehaviour人性行为的一个层面springingfromtheconsumerrelationshipwiththecategory,theproductorthebrand从消费者与该类别、产品,以及品牌关系衍生而来!thatissufficientlyrelevantandmotivatingtodrivetheadvertisingidea高度相关,高度激发,定以主导广告的创意idea.Consumerinsightresearch...消费者洞察的调查......deconstructstheconsumer'srelationshipwith...解构消费者与下列项目的关系ˉthebrand品牌ˉcompetitors'brands竞争品牌ˉtheproduct产品ˉthecategory类别Consumerinsightresearch...消费者洞察的调查...Researchamongstdefinedtargetaudience对特定的目标对象进行的调查Stimulatediscussionandinteractionwithconsumersvia引发消费者的讨论与互动,运用ˉproductmappingsattributesandbenefits产品认知图ˉbrandandcompetitiveadvertising该品牌或竞争者的广告ˉbrandmappings/associations/personification品牌认知图/联想/拟人化ˉladderingtechniques阶梯式"渐层"的技巧ˉconceptsandpositioningwork概念及定位Probeforrelationshipsandfeelings刺探关系及情感Questionsthathelptogenerateinsights...TheproductUsingitBrandEnvironmentWhatisitmadefrom?Whobuysit?Lotsorfew;distinctiveorsimilar?Wheredoesitcomefrom?Whoconsumesit?IsitFamous,'new',traditional?Whomade/makesit?Whatgoesthroughtheirheadsbefore,Local,cultural,international?Howisitmade?duringandafterbuying/usingit?Whatdopeoplealreadyknow/feelWherecanyoubuyit?Doothersseethembuy/consumeit?aboutus?Isitexclusive/commonplace?Domost/fewpeoplebuy/useit?Whattrend/issues/topicsareweorHowlonghasitbeenavailable/Whatkindofpeopleuseit?Couldwebelinkedto?madethesamewayetc.?When,where,why,etc.?What'entertainments'dowefitinwith?Wheredoyouseeit?Whatelsedotheytypicallybuy?WhatisatstakeforconsumerstochangeHowdoyoufirstdiscoverit,Howdoesitfitintotheirpersonal,Brands?Learnaboutit?social,roles/relationships?IsadvertisingforthecategorydistinctiveorWithwhatvalues,aspirations,Similarinstrategy,execution?emotionsdoesitconnect?Whatisitstoneofvoiced?Whattrendsandissuesare/couldArethereanyelementsinouradvertisingbeinvolved?historywhicharepositivelyornegativelyassociatedwithus?帮助引发洞察的好问题...产品使用品牌环境用什麽做的?谁买?多或少;突出或相似?从哪来?谁用?有名气?新不新?是不是很传统?谁做的?在购买使用前、中、後,本土化?有文化的?国际性的?怎麽做?他们脑子想些什麽?人们对我们既有的认知或感觉为何?到何处去买?其他人看得到他们购买我们可能可以和什麽样的独特/平常/使用吗?趋势,议题或话题相结合在市面上多久了?大部份人或很少人购买使用消费者转换品牌的赌注是什麽?常再哪看到?什麽样的人用?在此类别的广告是否凸出?或者在策略,执行上都是相似的?第一次看到它是麽时候?何时?何处?为什麽用?说话的语调为何?产品使用结合了什麽样的我们过去广告里,有何正面/负面的联想价值观,抱负或情感?可能牵涉什麽样的趋势或议题?Objectivesofaconsumerinsight"消费者洞察"的目的Topickthekeynuggetofconsumerunderstandingthatwillleadtoasinglemindedbriefandoutstanding,relevantcreativework.Insightsare:撷取对消费者了解的菁华能够引发一个单纯的简报以及卓然出众,具有关联性的创意作品,洞察是:ˉsingleminded单纯ˉmotivatingandactionable/executionable激发人心/可执行的ˉlongtermorshortterm长线或短线ˉemotionalorrational情感或理性的Insights...洞察...derivefromandworkagainstdefined,specifictargetaudiences来自特定的消费群haveagreaterrolewhenadvertisingistryingtochange/encouragebehaviour当广告意图改变行为/鼓舞行动时时,角色益发举足轻重havealesserroleiftheadvertisingisjustawareness/announcement当广告只是想增加知名度或宣布某讯息时,就没有太重要的角色JudgingInsights判断"消费者洞察"Howdoyouknowwhenaninsightisgood?怎麽知道洞察好不好?ˉtheyfeelright感觉上对ˉconsumersagreewiththem消费者也同意ˉtheyfitthebrandandupliftit符合这个品牌,并能提升它JUDGMENTANDINTUITIONarecriticalinidentifyinginsights"判断"和"直觉"最重要ˉonceidentifiedtheycanbecorroboratedinfurtherresearch只要能分辨出来,就可以利用进一步的调查来证实Roleofcreativedevelopmentresearch创意发展调查的角色Toidentifywhichcreativeroutemaximisesthepotentialoftheinsight确认哪一种创意途径,将此洞察的潜能发挥到极致concepts概念scripts/storyboards脚本Normallydoneafterinsighthasbeenfound通常在"洞察"已出现後,才举行RangeRoverinsight...RangeRover的洞察notaboutstatusorprestige,butaboutthedrivingexperience无关地位,权责,而是驾驶的经验butnotaboutover-seeing,superiority,arrogance,notfromapracticalviewpoint,notearthly,notmundaneoreveryday,notevenrelatedtocars无关炫耀,优越感,傲慢,不是从实用的角度;不脚踏实地,不平易近人--甚至与车子无关aboutanemotionorafeeling-afeelingofperspective,ofconfidence,afeelingthatcomesfromseeingfromasecurevantagepoint事关一种情感/情绪:有眼界,有未来,从一个安全点观看全局的感受
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