奧美廣告之消費者洞察(ppt 23頁)

奧美廣告之消費者洞察內容提要：
Ads that leverage consumer insights:
運用消費者洞察而產出的廣告
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
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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，或某一刹那間的了解
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∶一個產品或品牌可以引發許多、許多的洞察 - 重要的是如何去分辨最具相關性及最具激發力的洞察。
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Range Rover insight ...Range Rover 的洞察：
not about status or prestige, but about the driving experience
無關地位,權責,而是駕駛的經驗
but not about over-seeing, superiority, arrogance, not from a practical view point, not earthly, not mundane or everyday, not even related to cars
無關炫耀，優越感，傲慢，不是從實用的角度;不腳踏實地，不平易近人-- 甚至與車子無關
about an emotion or a feeling - a feeling of perspective, of confidence, a feeling that comes from seeing from a secure vantage point
事關一種情感/情緒:有眼界，有未來，從一個安全點觀看全局的感受

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