OTC : the drivers of advertising & brand performance

In Taiwan, there has become a strong focus on building OTC brands via powerful advertising that resonate with the target audience. It is therefore critical to understand what truly drives their performance of OTC advertising, and what an OTC brands can leverage for greater growth. 在台灣,非處方成藥品牌特別關注在透過有力的廣告來與目標客群產生共鳴,並建立品牌力。因此,了解非處方成藥廣告表現的驅動因素,以及品牌成長的關鍵動能是非常重要的。

OTC : the drivers of advertising & brand performance

The author(s)

  • Darren Freeman Ipsos Connect, Taiwan
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In Taiwan, there has become a strong focus on building OTC brands via powerful advertising that resonate with the target audience. It is therefore critical to understand what truly drives their performance of OTC advertising, and what an OTC brands can leverage for greater growth.

 

 

非處方成藥:廣告與品牌表現的驅動關健

當品牌變得突出之後,它在消費者有限的心理網路中,就成功地佔下了一席之地,而下一步就是成為首選,也就是與其它品牌相比,消費者進行選擇時,品牌必須具有最高的感知價值。而BVC模型可以讓我們了解消費者的心理網路,幫助品牌挖掘出變得與眾不同的機會。

在台灣,非處方成藥品牌特別關注在透過有力的廣告來與目標客群產生共鳴,並建立品牌力。因此,了解非處方成藥廣告表現的驅動因素,以及品牌成長的關鍵動能是非常重要的。

The author(s)

  • Darren Freeman Ipsos Connect, Taiwan