非處方成藥:廣告與品牌表現的驅動關鍵

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。 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鍵

The author(s)

  • Darren Freeman Ipsos Connect, Taiwan
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為什麼在非處方成藥的領域中,探究廣告表現與品牌成長的驅動因子是如此重要呢? 目前市場上的非處方成藥品牌不僅在台灣,也在大中華地區投入了龐大的資源,因此我們更需要知道: 資源投入的策略是否正確?錢是否花在刀口上?而付出的成本是否有達到最佳的投資回報率? 根據益普索的研究理念,我們相信品牌成長是透過以下兩種方式:

  1. 增加消費者對品牌的喜愛程度
  2. 有效控管市場上其他的影響因素

要增加消費者對品牌的喜愛程度,必須先找到品牌核心價值中需要被保留或強化的,同時透過品牌給 消費者的體驗以及行銷溝通,去影響消費者對品牌的看法。 而控管市場上的影響因素,主要是去了解可能影響品牌的正向助力與負向障礙,因此控管市場影響因 素非常關鍵,探索正確的執行策略與戰術,好讓這些影響因素能成為正向助力,以增加消費者購買您 品牌的機率。
Why is it important to write a POV article about the drivers of OTC advertising performance and OTC brand growth? Apart from the obvious investment from OTC companies in Taiwan, and indeed across the Greater China region, there is a need to understand if this investment has the right strategy and the right focus, to ensure that this investment achieves the optimum ROI. Per the Ipsos philosophy, there are two routes of achieving brand growth:

  1. Increase brand desire
  2. Manage market effects

Increasing brand desire is about identifying the brand beliefs that need to be maintained or improved, coupled with leveraging brand experiences and marketing communications to influence key beliefs. Managing market effects, on the other hand, is about understand the key barriers (or levers) that impacts the brand, either positively or negatively. It is therefore critical to explore the strategies and tactics that need to be employed to ensure that these market effects are being managed to favor your brands’ chances of being purchased.
 

The author(s)

  • Darren Freeman Ipsos Connect, Taiwan