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Using Consumer Insights for Effective Advertising and Social Networks

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giulio bonini
giulio bonini

This is the English version of my thesis in Advertising. I point out the role of consumer research in creating advertising and marketing communication. I give a definition of consumer insight, its 4 properties and applications in many media.

BusinessSelf Improvement
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Using consumer insight in advertising: from classic advertising to social network “ A flash of identification is the root of most of the good communication. It is true for a painting or a novel. It is true for a good advertisement, too.” DAVID ABBOTT, copywriter Giulio BONINI 19 febbraio 2009 Relatore Professor Marco Livi
[object Object],1 The four Properties of the Insight The Benchmark of Consumer Insight in Advertising Applications in Unconventional Ads Applications in creating Social Networks 4 3 5 2 A Marketing introduction 6 Summary
A Marketing introduction ,[object Object],[object Object],1 One examples above all: Mc Donald’s
[object Object],[object Object],[object Object],[object Object],BUT HOW ??! 1
[object Object],[object Object],[object Object],[object Object],1
[object Object],1 Ointment for back ache Voltaren Emulgel:
What a Consumer Insight is ,[object Object],It’s a single knowledge about the target that has particular efficacy when applied in the relationship with him 2 I think… Most people think…
Four properties of the Insight: ,[object Object],[object Object],[object Object],[object Object],3
Deep ,[object Object],[object Object],3
[object Object],‘ If you don’t lick your fingers, you’ll halve the pleasure’ ,[object Object],3 ,[object Object],CONSUMER INSIGHT: the act of licking one’s finger while eating chips
[object Object],[object Object],Goldstar beer: ‘ Thank God you’re a man’
[object Object],AXN (a TV channel for action film): “ Relax if you can” CONSUMER INSIGHT: the warmth of the wanted emotions doesn’t permit to sit comfortably
5. Social or Individual Self (own Identity) ,[object Object],www.osthits.de www.ostprodukte.de www.ampelmann.com “ Trabi Duft”: l’ eau de Trabant The ‘Ostprodukte’: The deepest level
Original ,[object Object],3 Original consumer insight will draw original massages
[object Object]
Base of your communication ,[object Object],[object Object],[object Object],3 Consumer insight must be:
Specific ,[object Object],3 Play Station 2: “ Sleepless nights” … playing Play Station and the next day can’t hide the reddening of the eyes
The benchmark of Consumer insight 4 How being 42 y.o. and still working as a trainee?
[object Object],[object Object],[object Object],[object Object],Insight: “Talent in business is to get on early ” 4
Application in Unconventional Adv Insight: Socio-economic facts are interconnected and their balance is unstable 5
[object Object],[object Object],Applications in creating Social network 6 A social network which name is the name of a very small district in Italy A big success! But Why?
The target: ,[object Object],[object Object],[object Object],Functions ,[object Object],[object Object],6 There’s an Insight! The social identity
Conclusion ,[object Object],[object Object]
[object Object],Any questions?

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Using Consumer Insights for Effective Advertising and Social Networks

  • 1. Using consumer insight in advertising: from classic advertising to social network “ A flash of identification is the root of most of the good communication. It is true for a painting or a novel. It is true for a good advertisement, too.” DAVID ABBOTT, copywriter Giulio BONINI 19 febbraio 2009 Relatore Professor Marco Livi
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  • 18. The benchmark of Consumer insight 4 How being 42 y.o. and still working as a trainee?
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  • 20. Application in Unconventional Adv Insight: Socio-economic facts are interconnected and their balance is unstable 5
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