奥美广告消费者洞察

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1、USINGRESEARCHTOFINDCONSUMERINSIGHTS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)INSIGHTSDRIVERE

2、LEVANCEOFADS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。Ani

3、nsightis...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Rele

4、vantinsightsarethebridgeorlinkbetweentheproductattributes,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(Trigger)Agoodcreativebriefwillalwaysdescribestatethekeyconsumerinsight,andwillleadfromthattotheproposition/button.一份创意简报可以详述主要的消费者洞

5、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recognisesthefactthatpeopleonlyuseYPforthenastythingsi

6、nlife-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Whatist

7、heproduct...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