Emotion, Attention and Memory in Advertising – Part 1/2

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. 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。

Four Steps to A Smoother Customer Journey

To create a better customer journey, you must first understand its importance. The stark reality is that two thirds of customers are less likely to shop in a retail environment if they have problems with their shopping experience. With the high street still hugely competitive, that is one figure that should be taken seriously. However, the good news is that there are four simple steps to help you when it comes to assisting your customers more effectively.
為了提供消費者更好的消費旅程,首先要了解消費旅程的重要性。在嚴苛的現實中,有三分之二的消費者,不會在一個會讓他們消費旅程中遇到困難的消費環境裡購物。這是個不容小覷的數字,不過幸運的是,我們有四個簡單的步驟來幫助您提供消費者更有效的消費旅程。

Micro-Target or Target Everyone? –Balancing Reach with Precision in Your Media Strategy

What is the best way to get the right amount of reach but also the right precision? Some marketers are seduced by the promise of micro-targeted precision through digital media spend. Others go broad and target everyone. What is the right balance for your brand? Frustrating though it may be – the answer is “it depends”.
如何才能讓廣告觸及率和精準度達到最佳平衡?有些行銷人員很依賴網路媒體精確選擇目標市場的能力。有些行銷人員則認為應該盡可能地接觸到更廣大的目標市場。那麼,對於你的品牌而言,應該如何取得兩者之間最正確的平衡呢?答案或許有點令人沮喪:「視情況而定」。

Building Stronger Brands

Many of the questions businesses ask about their brands boil down to “how well are we doing” and “how can we do better?”
企業們會有許多和他們品牌相關的問題,而這些問題最終都可以歸結為:我們的品牌現在做的如何?我們該如何才能建立更好的品牌力?

Is VR (Virtual Reality) the Auto Industry’s Sleeping Giant?

The world’s leading companies are using virtual reality (VR) to a major advantage, and that will only increase in the future. Vehicle makers need to get onboard now! 世界領先的企業都在利用VR(虛擬實境)技術幫助他們成為優勢品牌,未來VR的使用只會多不會少,現在汽車製造商,也是時候該上船了!

Effective Communications Begins with The Brand

Marketers must start with the brand in the earliest conception stage, and weave it throughout the storyline architecture at opportune points. There are several tried and true techniques to ensure success. This Point of View paper addresses those approaches— crucial to effective advertising. 製作廣告時,行銷人員必須在最早的構思階段就從品牌入手,並在適當的情節中將品牌貫穿於整個故事架構中。有些經過檢驗的方法,可以確保製作出有效的廣告。

Beyond Breakthrough: 5 Secrets of Seek and Share Advertising

How do you create ads that break through and truly grab viewers’ attention? While some argue that true virality is like catching lightning in a bottle and therefore cannot be planned, there are core characteristics that can increase the odds of advertising reaching this rarefied plane.
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?有些人認為,一個能夠成功創造病毒式廣告的創意,就像閃電一樣,是抓不住也計劃不來的,不過還是有幾個共同的核心特點能提高廣告的吸引力及被分享的機率。

Shaping of Digital Financial Service Trend From The Needs of Taiwanese Consumers

Although mobile payment technology has matured and developed practical business solutions, only 25% of Taiwanese consumers are using non-cash payments according to the statistics. Why are Taiwanese consumers reluctant to change their payment behaviors?
根據2015年資料顯示,台灣使用非現金支付的比例僅佔約四分之一。為何台灣消費者還是不願意改變使用習慣呢?

Implicit Reaction Time (IRT™) Methodology at Ipsos

Implicit Reaction Time is a well-established methodology that is used internationally by academia and market research alike to determine the unconscious strength of associations. It relies upon the measured response time to questions of association in milliseconds. 隱式反應時間(Implicit Reaction Time),是一個已經在國際學術及市場研究上已發展成熟、用來測量受訪者潛意識與受測物間聯結強度的研究方法。益普所以毫秒的單位計算受訪者回答問題的時間,來測量問題本身與受訪者之間的聯結程度。

How Can Consumer Brands Influence Millennials?

The often-discussed Millennial generation is now a key target for many brands around the world, and in Taiwan. But, can Millennials be equally in flounced by any brand from any categories in the same way? 討論熱度極高的千禧世代是現今許多品牌的目標族群。但,不同產業中的任何品牌都能用相同的方式對千禧世代產生一樣的影響力嗎?