Với tuần này, Young Marketers sẽ dành tặng 2 suất dự thính cho các bạn young marketers gửi bài assignment trong 6 slide nội dung gửi về contact@youngmarketers.vn trước 22:00 thứ 5 ngày 7/4 nhé :
1. Communications/Advertising Insight là Gì? Sẽ có bao nhiêu loại Communications/Advertising Insight? Cách thức để tìm ra các Insight đó. Cho ví dụ. (50%)
2. 2. Conceptualization/Development Process cho 1 campaign/advertising big idea bao gồm những bước gì? Cho ví dụ. (50%) (câu hỏi dành cho Eliter)
2. BRAND
BIG IDEA
Mission/Vision
Positioning
COMMUNICATION
BIG IDEA
ADVERTISING
BIG IDEA
Strategic direction
communication concept
Any Big Ideas have to base on an Consumer Insight.
It is a fundamental truth about human emotions/behaviour that answers
WHY question to WHAT question
There are 3 key Big Ideas in Brand Building
Brand Big Idea, Communication Big Idea, Advertising Big Idea
ADVERTISING INSIGHT
Advertising Insight is consumer insight that bases
on Communication Insight to translate into specific
context. It is used for short time period and had
specific context
COMMUNICATION INSIGHT
Communication Insight is consumer insight that is
oriented by Brand Insight and then, it will create
substainable flatforms for Advertising
BRAND INSIGHT
Brand Insight is consumer insight that bases on a
board point of view including CATEGORY TRUTH,
CONSUMER TRUTH, PRODUCT TRUTH. It must
be big enough to survive in long-term period
3. BRAND
BIG IDEA
Beauty without
Artifice
COMMUNICATION
BIG IDEA
Real Beauty
ADVERTISING
BIG IDEA
Real Beauty Sketches
ADVERTISING INSIGHT
Women are the strictest critic of themselves, so this
can stop them from seeing their real beauty and
reaching their full potential
COMMUNICATION INSIGHT
The pressure to be beautiful feeds our tendency to
focus on the negative, making beauty an unnecessary
source of anxiety
BRAND INSIGHT
In a world exploding with technology, fake ingredients,
and virtual everything, consumers are increasingly
attracted to the authentic, the un-hyped to brands and
insituations that repsresent the real beauty
EXAMPLE - DOVE
4. • Depth: Time and career are the most precious values
in business
• Originality: It’s the first brand that used this insight
• It’s the core of this advertisement
• Specific for only businessmen
INSIGHT
“Talent in business is to get on early”
4 PROPERTIES OF
ADVERTISING INSIGHT
• Hit the deepest part of consumers’ heart
• Forget extreme-tones communication and create
messages that can resonate with consumer
- Communication is a tool to differentiate from competitors
(Jack Trout)
=> Original consumer insight will draw original massages
The core of the message (not a peripheral aspect) or
better the core of the relationship (=every massage)
Make appeal to the sense of
belonging to a specific sub-culture
A GOOD
ADVERTISING
INSIGHT
5 levels of depth of Advertising Insight
• Aestetic
• Everyday problems
• Beliefs and attitudes
• Emotions and sensations
• Social and individual self
5. Tell about
Function
Tell about
Emotion
Tell about
Dream/Desire
This Insight reflects
the basic needs of
consumers
This Insight reflects
a consumer’s emotional need more
than a functional need, so Brand create
a great experience for them, make
brand’s lifestyle and value fit for them
This Insight reflects
a dream of consumers that
they want to have in their life
Focus on functional benefits
e.g. from competitor’s
product that consumers still
are not satisfy or category
convention
Comes from consumer
motivation or emotion like
Fear, Hope, Pleasure
Comes from Belief, Faith,
Ritual cultural tension
DIFFERENCE
THERE ARE 3 TYPES OF COMMUNICATION/ADVERTISING INSIGHT
HOWTOFIND
OBSERVATION
UNDERSTANDING
Answer WHY question
INSIGHT
6. Insight
In a modern life, I not only want a
fresh drinks but also be good for
my long-term health
https://www.youtube.com/watch?
v=K9GXCTTBBL4
Insight
Smiling is as a representing for
the confidence. So, as a mom, I
always want my child to smile
most beautifully
Insight
I dream of be a real men who can
overcome any challenge and
willing to help others
https://www.youtube.com/watch?v
=2mRcxAptiww
https://www.youtube.com/watch?
v=DEgPxtPj6tY
