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广告需要令人印象的创意,而非功能层面的介绍
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Topic: 广告需要令人印象的创意,而非功能层面的介绍 (Read 162 times)
Maria122
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广告需要令人印象的创意,而非功能层面的介绍
June 06, 2017, 05:52:56 PM
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原标题:广告需要令人印象的创意,而非功能层面的介绍
(2017年6月5日,北京)尽管注重情感关联和创造性参与的广告能推动业务增长,但凯度华通明略日前发布的一份新报告显示,只有不到七分之一的广告是旨在传递具有强大感染力、能让消费者快速领会的情感信息。
根据对凯度华通明略数据库中共计16万条广告的测试分析,新报告《创造持久印象》阐述了这样一个问题:激发受众创造性参与为什么能让广告更有效。情感互动能够增强创意冲击力,而创意冲击力则能明显提振短期销售。凯度华通明略还追踪了1700条广告,分析结果表明,以情感关联和创造性参与为重点的广告能够带来业务增长。
面部编码(系统1神经科学方法)也显示出相似的结果,这种方法已评测9000多支广告(均为中型/大型知名品牌)在消费者面部所引起的表情反应。研究发现:最能引起面部表情反应的广告对于推动销售作用最为显著。同时,以一星期为周期,研究其间播出的电视广告、前贴片广告和社交媒体广告,结果显示只有15%的广告传达了让人们轻松理解的隐性信息。
凯度华通明略创意开发全球品牌总监Daren Poole评论道:“营销人员不应只关注信息本身,更重要的是广告给人留下怎样的整体印象。这包括创意构思、广告内容、讲述故事的方式以及情感基调。如今,一味宣传产品特性已经行不通了。要‘展示’,而不是‘告诉’。”
《创造持久印象》着重阐述了开发非凡创意的五个关键点:
1. 打造有意义的印象:凯度华通明略数十年来开展的品牌跟踪和价值分析突出表明,实现“有意义的差异化”对品牌十分有益。广告需要生动展现品牌的目标、内涵、观点和价值。像Always #likeagirl这样的广告不仅包含吸引人的内容,还给人留下了持久的印象,能够推进品牌的长期发展。
2. 要顺应大脑的运转机制,不可逆之而为:巧妙诉诸情感的广告要比传递显性信息的广告更有效,因为后者往往会被观众过滤掉。顺应大脑的运转机制也意味着广告中传递的关键信息数量不易太多。根据对1000多条广告的分析,当广告只包含一条信息时,通常有30%的人会接受其中的关键信息,而当广告包含三条信息时,通常只有14%的人会接受第一条关键信息。
3. 讲好故事、留下印象:要想让消费者体会到品牌在实际生活中的力量,讲述故事是一个重要策略。但是在广告中讲故事的品牌却少之又少。凯度华通明略在14个国家开展了调研,发现肯尼亚、美国和印度最喜欢在广告中讲述故事,这些市场上有50%以上的广告包含故事元素。然而,即使广告里有故事,一半以上的广告也仍含有显性的产品或服务信息。
4. 没有品牌意味着没有印象:即使是具有情感吸引力的广告也需要制造品牌效应,尤其对于可跳过的数字广告来说,成败取决于几秒钟的时间。凯度华通明略过去25年的数据显示,品牌效应强大的广告往往也能产生显著的销售效果——其中68%的广告助推了短期销售增长,而品牌效应较弱的广告只有53%带来了短期销售增长。
5. 利用正确的渠道:不仅要知道受众使用哪些设备,还要明确他们在哪些情况下最愿意接受广告,当然还要采用他们喜闻乐见的内容形式。凯度华通明略的AdReaction X、Y和Z世代研究显示,虽然年轻消费者看电视的时间比较少,但和所有数字广告比起来,他们更易接受电视广告。
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