MKTG204 Lecture Notes - Lecture 3: Fanta, Brand Awareness, Marketing Communications
28 Aug 2018
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Insight- the sudden realisation of how a problem can be solved. Unexpected observations of findings about consumer behavious, which a firm can captialise into profitable solutions either by creating opportunities or solving problems. In marcoms, this is usually means finding a key consumer insight that can be turned into a winning creative idea. Exploratory, rather than confirmatory or evaluative in nature; the process is a creative one. It should create a sense of possibility by unlocking the imagination. It should inspire the creative team to strive for the best. The role of the account planner is important mktg204 page 1. During the deprivation period, you also have to fill in a diary, write a blog, or create a video documenting your thoughts and feelings. Deprivation studies are extremely useful when studying consumers who automatically buy the same product every time.
