Advertising

This Ipsos webinar series is dedicated to helping our clients better understand the dynamics of today as they prepare for tomorrow.

益普索推出的新服務 Creative Excellence，協助企業激發創意，並透過廣告的前測與後測來了解廣告推出前後，其產品購買率與知名度是否提升，以衡量廣告所帶來的效益。

網路廣告的存在，本應是要為了消費者與廣告主的共同利益，向消費者放送他們有興趣的廣告，並且更即時、更精準地與目標族群溝通。人們應該只暴露在與他們興趣相符的廣告之下，而且是在他們最願意接收廣告的時刻。而廣告主應該會減少浪費，透過精準地瞄準受眾和個人化的訊息投放超高效率的廣告。
The promise of online advertising was to deliver more relevant, timely and targeted communications for the mutual benefit of consumers and advertisers. People would only be exposed to ads appropriate to their desires and at the moments when they were most receptive, while advertisers would cut waste and deliver hyper-efficient campaigns through laser-guided audience targeting and personalised messages.

With the significant improvement in infrastructure and mobile technology proliferation, digital entertainment is increasingly popular in Asia Pacific. And as the average cost of data plans comes down while the respect for the need to pay for music content gradually heightens, demand for digital music entertainment in the region grows.

去年，在追求時下潮流的廣告界中，對於感性廣告的爭辯不斷湧現；廣告創意代理商追尋它，客戶渴望它，而行銷研究專家也全然地相信自己掌握了評估它的最佳方法。

要如何創造出具有突破性並且真正能吸引觀眾注意力的廣告呢？Ipsos Connect總裁Peter Minnium探討了幾個人們喜聞樂見並且願意分享給朋友的廣告的幾個關鍵特徵。How do you create ads that break through and truly grab viewers’ attention? Columnist Peter Minnium discusses the key characteristics of ads that people are excited to see and share with their friends.

我們都知道，一個能夠搧動情緒的故事比較容易被記住，而這些故事也常常能夠影響我們的行為，因此，以情感為基礎的廣告通常比較能達到廣告效果。不過，一個真正有效的廣告，需要的不只是一個好的故事。
本文將概述廣告商是如何巧妙地運用情感刺激來影響消費者在品牌之間作的選擇。我們檢視人們如何去注意經過我們設計的情感刺激、如何將其保存於記憶中、之後又是如何從記憶中進行檢索，最後基於這些結果來分析其中的相互作用是如何帶來人們對品牌的取得意願。
We have always known that stories with the ability to stir our emotions get remembered. They also have the capacity to influence our behaviour. So emotion-based advertising can be highly effective, but to be truly effective it needs to be more than just a good story.
This paper outlines how advertisers can make optimal use of emotional stimuli with the aim of influencing people’s brand choices. To do that, we look at how people pay attention to, and both encode into memory and later retrieve, emotion- linked stimuli. Finally, we look at this evidence in the context of advertising to draw some conclusions about how these interact to deliver desired brand outcomes.

我們都知道，一個能夠搧動情緒的故事比較容易被記住，而這些故事也常常能夠影響我們的行為，因此，以情感為基礎的廣告通常比較能達到廣告效果。不過，一個真正有效的廣告，需要的不只是一個好的故事。
We have always known that stories with the ability to stir our emotions get remembered. They also have the capacity to influence our behaviour. So emotion-based advertising can be highly effective, but to be truly effective it needs to be more than just a good story.

在這個娛樂和社交爆炸的時代裡，大眾對於名人的關注已經遠遠高於以往任何時代。各界行銷專家們當然不會錯過這樣的機會，炒作話題的同時亦不忘藉機帶上自己的品牌及商標來達到宣傳自己的目的。那麼，該如何在行銷活動中選擇正確的代言人，才能讓行銷效果最大化？In a time overwhelmed with entertainment and socializing, the public pays far more attention to celebrities and stars than ever. Naturally, smart marketing experts never allow to let any opportunities go. While hyping these hot topics, they would always bring forth their own brands or LOGO as an effort of propaganda.
Now, it’s time for us to calm down and reflect upon this question: how to select the right star spokesperson in marketing activities to maximise marketing results?