利用調查尋找消費者洞察(已修改)
2025-02-14 09:01 本頁面
【正文】 Ogilvy Mather 1 Ref: TN/BRIEF/INSIGHT/rc Ogilvy Mather 2 Ref: TN/BRIEF/INSIGHT/rc USING RESEARCH TO FIND CONSUMER INSIGHTS 利用調查 尋找 消費者洞察 OM China Planning Workshop Beijing 北京 2nd4th May 2023 Ogilvy Mather 3 Ref: TN/BRIEF/INSIGHT/rc Brilliant advertising must be developed around a consumer insight. 杰出的廣告必定因應著一個 清楚的消費者洞察而生 Why? 為什麼 ? Ogilvy Mather 4 Ref: TN/BRIEF/INSIGHT/rc Ads that leverage consumer insights: 運用消費者洞察而產(chǎn)出的廣告 ˉ relate(與你相關 ) ˉ connect (與你連心 ) ˉ involve(讓你投入 ) ˉ motivate(給你動機 ) INSIGHTS DRIVE RELEVANCE OF ADS 洞察力能驅動廣告的相關性 Ogilvy Mather 5 Ref: TN/BRIEF/INSIGHT/rc What is a consumer insight? 什麼是 消費者洞察 ? A CONSUMER HABIT OR ATTITUDE TO THE PRODUCT, THE BRAND, OR THE CATEGORY THAT IS MOTIVATING AND LEVERAGABLE IN COPY 消費者對品牌或產(chǎn)品或該類別的習慣、態(tài)度，可在廣告?zhèn)鞑ブ羞\用來激發(fā)消費者，使他 /她動心 ˉ Product attributes often no longer sufficient to differentiate or motivate choice ˉ 在今日，只運用產(chǎn)品特性通常無法形成差異，激發(fā) 消費者的選擇。 Ogilvy Mather 6 Ref: TN/BRIEF/INSIGHT/rc An insight is ... 消費者洞察是 ..... ? a sudden awareness 一種突然的覺醒 ? a moment, or a flash of understanding 某時刻 ， 或某一剎那間的了解 CAUTION: A product or a brand can generate many insights the trick is to identify the insight that is the most relevant and motivating. 請注意 ∶ 一個產(chǎn)品或品牌可以引發(fā)許多 、 許多的洞察 重要的是如何去分辨最具相關性及最具激發(fā)力的洞察 。 Ogilvy Mather 7 Ref: TN/BRIEF/INSIGHT/rc Consumer insights and the creative brief 消費者洞察及創(chuàng)意簡報 ? Relevant insights are the bridge or link between the product attributes, product or brand promise and the proposition, or trigger in the creative brief. 具相關性的洞察是聯(lián)系產(chǎn)品特性品牌承諾及定位陳述的最佳橋梁 。 它也是創(chuàng)意簡報中的驅動元素 (Trigger) ? A good creative brief will always describe state the key consumer insight, and will lead from that to the proposition/button. 一份創(chuàng)意簡報可以詳述主要的消費者洞察 ， 以及洞察如何導到產(chǎn)品的定位及按扭 。 Ogilvy Mather 8 Ref: TN/BRIEF/INSIGHT/rc Yellow Pages 黃頁電話簿 ? Example 1 US ad 例 美國 – recognises the fact that people do not use YP, except for emergencies and portrays that fact. An unmotivating, irrelevant use of insight. ˉ 了解除非在緊急事件時 ， 否則不會有消費者會去翻閱 黃頁 并且在廣告中呈現(xiàn)這個事實 沒有激發(fā)力 ， 沒有相關性的洞察 . ? Example 2 UK ad 例 2 英國 – recognises the fact that people only use YP for the nasty things in life but leverages this insight in a more relevant and mot
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