奥美广告之消费者洞察(ppt 23页)

奥美广告之消费者洞察内容提要：
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
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An insight is ...消费者洞察是.....
a sudden awareness
一种突然的觉醒
a moment, or a flash of understanding
某时刻，或某一刹那间的了解
CAUTION:  A product or a brand can generate many insights - the trick is to identify the insight that is the most relevant and motivating.
请注意∶一个产品或品牌可以引发许多、许多的洞察 - 重要的是如何去分辨最具相关性及最具激发力的洞察。
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Range Rover insight ...Range Rover 的洞察：
not about status or prestige, but about the driving experience
无关地位,权责,而是驾驶的经验
but not about over-seeing, superiority, arrogance, not from a practical view point, not earthly, not mundane or everyday, not even related to cars
无关炫耀，优越感，傲慢，不是从实用的角度;不脚踏实地，不平易近人-- 甚至与车子无关
about an emotion or a feeling - a feeling of perspective, of confidence, a feeling that comes from seeing from a secure vantage point
事关一种情感/情绪:有眼界，有未来，从一个安全点观看全局的感受

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