奥美广告_消费者洞察.ppt
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1、Ogilvy&Mather1Ref:TN/BRIEF/INSIGHT/Ref:TN/BRIEF/INSIGHT/rcrcUSING RESEARCH TO FINDCONSUMER INSIGHTS利用调查利用调查寻找寻找消费者洞察消费者洞察O&M China Planning WorkshopO&M China Planning WorkshopBeijingBeijing北京北京2 2ndnd-4th May 1997-4th May 1997Ogilvy&Mather2Ref:TN/BRIEF/INSIGHT/Ref:TN/BRIEF/INSIGHT/rcrcBrilliant adve
2、rtising must be developed around a consumer insight.杰出的广告必定因应著一个杰出的广告必定因应著一个清楚的消费者洞察而生清楚的消费者洞察而生Why?为什麽为什麽?Ogilvy&Mather3Ref:TN/BRIEF/INSIGHT/Ref:TN/BRIEF/INSIGHT/rcrcAds that leverage consumer insights:运用消费者洞察而产出的广告 relate(与你相关)connect(与你连心)involve(让你投入)motivate(给你动机)INSIGHTS DRIVE RELEVANCE OF ADS
3、洞察力能驱动广告的相关性Ogilvy&Mather4Ref:TN/BRIEF/INSIGHT/Ref:TN/BRIEF/INSIGHT/rcrcWhat is a consumer insight?什麽是什麽是消费者洞察消费者洞察 A CONSUMER HABIT OR ATTITUDE TO THE A CONSUMER HABIT OR ATTITUDE TO THE PRODUCT,THE BRAND,OR THE CATEGORY THAT IS PRODUCT,THE BRAND,OR THE CATEGORY THAT IS MOTIVATING AND LEVERAGABLE I
4、N COPYMOTIVATING AND LEVERAGABLE IN COPY消费者对品牌或产品或该类别的习惯、态度,可在广告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,使他传播中运用来激发消费者,使他/她动心她动心 Product attributes often no longer sufficient to Product attributes often no longer sufficient to differentiate or motivate choicedifferentiate or motivate choice 在今日,只运用产品特性通常
5、无法形成差异,激发在今日,只运用产品特性通常无法形成差异,激发消费者的选择。消费者的选择。Ogilvy&Mather5Ref:TN/BRIEF/INSIGHT/Ref:TN/BRIEF/INSIGHT/rcrcAn insight is.消费者洞察是消费者洞察是.a sudden awarenessa sudden awareness一种突然的觉醒一种突然的觉醒a moment,or a flash of understandinga moment,or a flash of understanding某时刻,或某一刹那间的了解某时刻,或某一刹那间的了解CAUTION:CAUTION:A A
6、product product or or a a brand brand can can generate generate many many insights insights-the the trick trick is is to to identify identify the the insight insight that that is the most relevant and motivating.is the most relevant and motivating.请请注注意意 一一个个产产品品或或品品牌牌可可以以引引发发许许多多、许许多多的的洞洞察察 -重重要要的的
7、是是如如何何去去分分辨辨最最具具相相关关性性及及最最具具激激发力的洞察。发力的洞察。Ogilvy&Mather6Ref:TN/BRIEF/INSIGHT/Ref:TN/BRIEF/INSIGHT/rcrcConsumer insights and the creative brief消费者洞察及创意简报消费者洞察及创意简报 Relevant Relevant insights insights are are the the bridge bridge or or link link between between the the product product attributes,attr
8、ibutes,product product or or brand brand promise promise and and the the proposition,proposition,or or trigger in the creative brief.trigger in the creative brief.具具相相关关性性的的洞洞察察是是联联系系产产品品特特性性品品牌牌承承诺诺及及定定位位陈陈述述的的最佳桥梁。它也是创意简报中的驱动元素最佳桥梁。它也是创意简报中的驱动元素(Trigger)Trigger)A A good good creative creative brie
9、f brief will will always always describe describe state state the the key key consumer consumer insight,insight,and and will will lead lead from from that that to to the the proposition/button.proposition/button.一一份份创创意意简简报报可可以以详详述述主主要要的的消消费费者者洞洞察察,以以及及洞洞察察如如何导到产品的定位及按扭。何导到产品的定位及按扭。Ogilvy&Mather7Ref
10、:TN/BRIEF/INSIGHT/Ref:TN/BRIEF/INSIGHT/rcrcYellow Pages黄页电话簿黄页电话簿 Example 1-US ad Example 1-US ad 例例 1.-1.-美国美国 recognisesrecognises the the fact fact that that people people do do not not use use YP,YP,except except for for emergencies emergencies-and and portrays that fact.Anportrays that fact.An
11、unmotivating unmotivating,irrelevant use of insight.,irrelevant use of insight.了了解解除除非非在在紧紧急急事事件件时时,否否则则不不会会有有消消费费者者会会去去翻翻阅阅黄页黄页-并且在广告中呈现这个事实并且在广告中呈现这个事实 没有激发力,没有相关性的洞察没有激发力,没有相关性的洞察.Example 2-UK ad Example 2-UK ad 例例 2-2-英国英国 recognisesrecognises the the fact fact that that people people only only
12、use use YP YP for for the the nasty nasty things things in in life life-but but leverages leverages this this insight insight in in a a more more relevant relevant and and motivating motivating way,way,by by saying saying that that YP YP is is there there for for the the more more pleasant pleasant
13、things things in in life life too.too.Commercial Commercial generated generated excellent business results for YP.excellent business results for YP.了了解解人人们们只只在在遇遇到到生生活活中中一一些些讨讨厌厌的的事事时时,才才会会用用电电话话簿簿,但但用用激激发发较较具具相相关关性性及及激激发发力力的的方方式式呈呈现现出出来来,先先广广告告消消费费者者黄黄页页也也可可以以让让你你了了解解在在生生活活中中较较令令人人可喜的层面。广告激起了极佳的商业结
14、果可喜的层面。广告激起了极佳的商业结果Ogilvy&Mather8Ref:TN/BRIEF/INSIGHT/Ref:TN/BRIEF/INSIGHT/rcrcYellow Pages-UK Creative Brief黄页黄页-英国版的创意简报英国版的创意简报 What What is is the the product.product.YP YP is is a a listing listing of of all all commercial commercial services that are available in you areaservices that are avai
15、lable in you area产产品品是是什什麽麽?黄黄页页上上记记录录所所有有在在本本区区可可以以找找到到的的商商业业服服务务 About About the the target target audience.audience.most most people people never never think think to to use use their copy of YP unless they have an emergency in the house.their copy of YP unless they have an emergency in the house
16、.消消费费者者 大大部部分分的的人人除除非非家家有有急急事事,否否则则很很少少想想到到去去使使用用黄页黄页 Proposition/Button.Proposition/Button.The The companies companies in in YP YP can can help help you you with some of the nicer things in life too!with some of the nicer things in life too!定定位位/按按扭扭.黄黄页页在在你你身身边边,也也可可以以帮帮助助您您做做许许多多 生生命中的美好事物命中的美好事物
17、 Ogilvy&Mather9Ref:TN/BRIEF/INSIGHT/Ref:TN/BRIEF/INSIGHT/rcrcWhy Why should should identifying identifying the the consumer consumer insight insight be be the the critical challenge of a copy development strategy?critical challenge of a copy development strategy?为为什什麽麽寻寻找找 消消费费者者洞洞察察 是是创创意意策策略略发发展展过
18、过程程中中的重要挑战的重要挑战?it focuses creative developmentit focuses creative development对准焦点在创意发展的过程对准焦点在创意发展的过程 it drives relevanceit drives relevance 相关性相关性 回应而生回应而生 saves time-right first time!saves time-right first time!节省时间节省时间-第一次就做对第一次就做对!Ogilvy&Mather10Ref:TN/BRIEF/INSIGHT/Ref:TN/BRIEF/INSIGHT/rcrcWhe
19、re do insights come from?消费者洞察从何处来消费者洞察从何处来It has to do with talking to,and watching human beings,or consumers.与人谈话,观察人性Ogilvy&Mather11Ref:TN/BRIEF/INSIGHT/Ref:TN/BRIEF/INSIGHT/rcrcThe insight for TWIST chocolates was generated The insight for TWIST chocolates was generated TWIST TWIST 巧克力的消费者洞察是如此产
20、生的巧克力的消费者洞察是如此产生的巧克力的消费者洞察是如此产生的巧克力的消费者洞察是如此产生的 in a conference roomin a conference room在会议室里在会议室里 by by creativescreatives and other personnel who were also and other personnel who were also consumersconsumers创意人员和很多别的部门的成员创意人员和很多别的部门的成员 via observation and anecdotesvia observation and anecdotes对别人
21、的观察及知道的趣事对别人的观察及知道的趣事EAT THE BEST,AND SHARE THE RESTEAT THE BEST,AND SHARE THE REST(SHOW COMMERCIAL FOR TWIST CHOCOLATES)(SHOW COMMERCIAL FOR TWIST CHOCOLATES)把最棒的吃掉,剩下的才分掉把最棒的吃掉,剩下的才分掉!Ogilvy&Mather12Ref:TN/BRIEF/INSIGHT/Ref:TN/BRIEF/INSIGHT/rcrcThe nature of consumer insights消费者洞察的本质消费者洞察的本质So sim
22、ple to recognise,but so difficult to find!如此简单,却难以寻觅!How to find insights?How to find insights?如何找到如何找到 Insight?Insight?How How to to choose choose the the right right insights,insights,with with the the most most potential?potential?如何选择正确而又有潜力的如何选择正确而又有潜力的Insight?Insight?Ogilvy&Mather13Ref:TN/BRIE
23、F/INSIGHT/Ref:TN/BRIEF/INSIGHT/rcrcHOW TO FIND LEVERAGABLE INSIGHTS?HOW TO FIND LEVERAGABLE INSIGHTS?如何寻找可资运用的消费者洞察如何寻找可资运用的消费者洞察?QUALITATIVE RESEARCHQUALITATIVE RESEARCH质化调查质化调查 DEDICATED RESEARCHDEDICATED RESEARCH专门的调查专门的调查 OBSERVATIONS OBSERVATIONS OF OF SELF SELF AND AND FELLOW FELLOW CONSUMAN B
24、EINGS!CONSUMAN BEINGS!观察自己和周遭的人群观察自己和周遭的人群!Ogilvy&Mather14Ref:TN/BRIEF/INSIGHT/Ref:TN/BRIEF/INSIGHT/rcrcWhat are we looking for?我们在寻找什麽我们在寻找什麽?an aspect of humanan aspect of human behaviour behaviour人性行为的一个层面人性行为的一个层面springing springing from from the the consumer consumer relationship relationship w
25、ith with the the category,the product or the brandcategory,the product or the brand从从消消费费者者与与该该类类别别、产产品品,以以及及品品牌牌关关系系衍衍生生而而来来!that that is is sufficiently sufficiently relevant relevant and and motivating motivating to to drive drive the the advertising ideaadvertising idea高度相关,高度激发,定以主导广告的创意高度相关,高度
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- 广告 消费者 洞察
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