奥美广告_消费者洞察(PPT 23页)

Ads that leverage consumer insights:
运用消费者洞察而产出的广告
ˉ relate(与你相关)
ˉ connect (与你连心)
ˉ involve(让你投入)
ˉ motivate(给你动机)

INSIGHTS DRIVE RELEVANCE OF ADS
洞察力能驱动广告的相关性
What is a consumer insight?什麽是"消费者洞察" 
A CONSUMER HABIT OR ATTITUDE TO THE PRODUCT, THE BRAND, OR THE CATEGORY THAT IS MOTIVATING AND LEVERAGABLE IN COPY
 消费者对品牌或产品或该类别的习惯、态度，可在广告传播中运用来激发消费者，使他/她动心
 
 ˉ  Product attributes often no longer sufficient to   differentiate or motivate choice
 ˉ  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。

 

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