利用調(diào)查尋找消費(fèi)者洞察(編輯修改稿)
2025-02-24 09:01 本頁(yè)面
【文章內(nèi)容簡(jiǎn)介】 ? springing from the consumer relationship with the category, the product or the brand 從消費(fèi)者與該類(lèi)別 、 產(chǎn)品 ， 以及品牌關(guān)系衍生而來(lái) ! ? that is sufficiently relevant and motivating to drive the advertising idea 高度相關(guān) ， 高度激發(fā) ， 定以主導(dǎo)廣告的創(chuàng)意 idea. Ogilvy Mather 16 Ref: TN/BRIEF/INSIGHT/rc Consumer insight research ... 消費(fèi)者洞察的調(diào)查 ... ... deconstructs the consumer39。s relationship with ... 解構(gòu)消費(fèi)者與下列項(xiàng)目的關(guān)系 ˉ the brand 品牌 ˉ petitors39。 brands 競(jìng)爭(zhēng)品牌 ˉ the product 產(chǎn)品 ˉ the category 類(lèi)別 Ogilvy Mather 17 Ref: TN/BRIEF/INSIGHT/rc ? Research amongst defined target audience 對(duì)特定的目標(biāo)對(duì)象進(jìn)行的調(diào)查 ? Stimulate discussion and interaction with consumers via 引發(fā)消費(fèi)者的討論與互動(dòng) ， 運(yùn)用 ˉ product mappings (attributes and benefits) 產(chǎn)品認(rèn)知圖 ˉ brand and petitive advertising 該品牌或競(jìng)爭(zhēng)者的廣告 ˉ brand mappings/associations/personification 品牌認(rèn)知圖 /聯(lián)想 /擬人化 ˉ laddering techniques 階梯式 漸層 的技巧 ˉ concepts and positioning work 概念及定位 ? Probe for relationships and feelings 刺探關(guān)系及情感 Consumer insight research ... 消費(fèi)者洞察的調(diào)查 ... Ogilvy Mather 18 Ref: TN/BRIEF/INSIGHT/rc Questions that help to generate insights... The product Using it Brand Environment What is it made from? Who buys it? Lots or few。 distinctive or similar? Where does it e from? Who consumes it? Is it Famous, 39。new39。, traditional? Who made/makes it? What goes through their heads before, Local, cultural, international? How is it made? during and after buying/using it? What do people already know/feel Where can you buy it? Do others see them buy/consume it? about us? Is it exclusive/monplace? Do most/few people buy/use it? What trend/issues/topics are we or How long has it been available/ What kind of people use it? Could we be linked to? made the same way etc.? When, where, why, etc.? What 39。entertainments39。 do we fit in with? Where do you see it? What else do they typically buy? What is at stake for consumers to change How do you first discover it, How does it fit into their personal, Brands? Learn about it? social, roles/relationships? Is advertising for the category distinctive or With what values, aspirations, Similar in strategy, execution? emotions does it connect? What is its tone of voiced? What trends and issues a
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