ADV 284 : insights and big ideas

week 2

What is the definition of insight in a business context?

A comprehension that results in new interpretation, solution, or innovation that creates or facilitates better connections for business impact.

What are the core components of insights?

Intuition, Emotional, and Actionable.

Why do we need insight in marketing?

To understand human nature, economic realities, new technology, competition, and changing consumer dynamics.

What is the difference between a fact, an observation, and an insight?

A fact is truthful information, an observation is thoughts about those facts, and an insight is a need or motivation that leads to reframing a problem.

Where can insights be found?

Insights can be found from the Brand, Category, and Consumer.

What is an example of a possible consumer insight?

A consumer may express a need for a comfortable yet stylish shoe due to a busy schedule.

What is the process from insight to campaign execution?

Consumer Insight → Big Idea → Campaign Idea.

What is a 'Big Idea' in marketing?

An idea that emerges from consumer insights, which is distinct from a campaign idea.

What is an example of a big idea from Dockers?

The big idea was 'Casual Friday' based on the insight that workers wanted to feel more comfortable and authentic at work.

What does 'category advertising' involve?

Finding deficiencies of the category that are not currently being addressed.

What does the consumer equation for sense of self include?

Brands they use = what they like to do + how they see themselves.

What are usage rituals in consumer behavior?

Specific moments or habits associated with product use, such as eating popcorn or using Febreze.

What is the insight behind the AD Council's campaign idea 'Never underestimate just a few'?

It highlights the danger of buzzed driving, equating it with drunk driving.

What is the significance of brand fame in advertising?

Brand fame is the best correlation for brand success, achieved by getting into popular culture.

What is an example of leveraging internal culture in advertising?

Coke's campaign highlighting the similarity of Coke Zero to original Coke, showcasing internal brand competition.

What is the recommended approach for reviewing lecture content?

Write what feels important, review slides, and build your own study guide.

What should students do if they find lecture content unclear?

They should ask questions for clarification on content, jargon, etc.

What is the mean score for Advertising in the survey results?

6

What is the mean score for Research Interest in the survey results?

3

What does the term 'dynamic consumers' refer to?

Consumers who are constantly changing, influenced by resource allocation, innovations, and information overload.

What is the importance of actionable insights?

They must lead to decisions or actions that can improve business outcomes.

What does the phrase 'it's not about fitting in but rather mixing different elements' suggest?

It emphasizes individuality and personal style in consumer behavior.

What is the role of emotional insights in marketing?

They help connect with consumers on a deeper level, influencing their purchasing decisions.

What is the significance of the quote from Bill Bernbach regarding insights?

It underscores the power of understanding human nature to effectively engage consumers.

What should students do if they have not taken a stats or research methods class?

They will still be fine in the course, as it is recommended but not required.

What is the mean score for Marketing in the survey results?

5

What is the mean score for Quant Research in the survey results?

5

What is the mean score for Qual Research in the survey results?

5