利用調(diào)查尋找消費者洞察(存儲版)
【正文】 dge or link between the product attributes, product or brand promise and the proposition, or trigger in the creative brief. 具相關(guān)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 。 廣告激起了極佳的商業(yè)結(jié)果 Ogilvy Mather 9 Ref: TN/BRIEF/INSIGHT/rc Yellow PagesUK Creative Brief 黃頁 英國版的創(chuàng)意簡報 ? What is the product... YP is a listing of all mercial services that are available in you area 產(chǎn)品是什麼 ? 黃頁上記錄所有在本區(qū)可以找到的商業(yè)服務(wù) ? About the target audience... most people never think to use their copy of YP unless they have an emergency in the house. 消費者 ∶ 大部分的人除非家有急事 ， 否則很少想到去使用黃頁 ? Proposition/Button... The panies in YP can help you with some of the nicer things in life too! 定位 /按扭 ....黃頁在你身邊 ， 也可以幫助您做許多 生命中的美好事物 Ogilvy Mather 10 Ref: TN/BRIEF/INSIGHT/rc ? Why should identifying the consumer insight be the critical challenge of a copy development strategy? 為什麼尋找 消費者洞察 是創(chuàng)意策略發(fā)展過程中的重要挑戰(zhàn) ? ˉ it focuses creative development 對準(zhǔn)焦點在創(chuàng)意發(fā)展的過程 ˉ it drives relevance 相關(guān)性 回應(yīng)而生 ˉ saves time right first time! 節(jié)省時間 第一次就做對 ! Ogilvy Mather 11 Ref: TN/BRIEF/INSIGHT/rc Where do insights e from? 消費者洞察從何處來 It has to do with talking to, and watching human beings, or consumers. 與人談話，觀察人性 Ogilvy Mather 12 Ref: TN/BRIEF/INSIGHT/rc The insight for TWIST chocolates was generated TWIST 巧克力的消費者洞察是如此產(chǎn)生的 ˉ in a conference room 在會議室里 ˉ by creatives and other personnel who were also consumers 創(chuàng)意人員和很多別的部門的成員 ˉ via observation and anecdotes 對別人的觀察及知道的趣事 EAT THE BEST, AND SHARE THE REST (SHOW COMMERCIAL FOR TWIST CHOCOLATES) 把最棒的吃掉 ， 剩下的才分掉 ! Ogilvy Mather 13 Ref: TN/BRIEF/INSIGHT/rc The nature of consumer insights 消費者洞察的本質(zhì) ? So simple to recognise, but so difficult to find! 如此簡單 ， 卻難以尋覓 ! ˉ How to find insights? 如何找到 Insight? ˉ How to choose the right insights, with the most potential? 如何選擇正確而又有潛力的 Insight? Ogilvy Mather 14 Ref: TN/BRIEF/INSIGHT/rc HOW TO FIND LEVERAGABLE INSIGHTS? 如何尋找可資運用的消費者洞察 ? ˉ QUALITATIVE RESEARCH 質(zhì)化調(diào)查 ˉ DEDICATED RESEARCH 專門的調(diào)查 ˉ OBSERVATIONS OF SELF AND FELLOW 39。entertainments39。 :00:3909:00:39February 25, 2023 ? 1他鄉(xiāng)生白發(fā)，舊國見青山。 :00:3909:00Feb2325Feb23 ? 1世間成事，不求其絕對圓滿，留一份不足，可得無限完美。 , February 25, 2023 ? 閱讀一切好書如同和過去最杰出的人談話。 2023年 2月 25日星期六 9時 0分 39秒 09:00:3925 February 2023 ? 1一個人
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