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learning to speak the same language
GLOBAL AD RESEARCH with a bit on CHINA
Academy of Art Presentation 09.28.12
he who asks is a fool for five minutes. he who does not ask is a fool forever.“
-chinese proverb
HELLO.
HELLO.
HELLO.
X
WHY DO WE RESEARCH?
consumers:
-are irrational
-don’t understand their purchase decisions
- prone to flighty influence
CORRECT.
SO....
WHY DO WE RESEARCH?
To understand:
The right language
The right languagethat convinces the right people
To understand:
The right languagethat convinces the right peoplethey’re making the right choice.
To understand:
a quick history.
Video 1.
http://www.youtube.com/watch?v=OmUzwRCyTSo&feature=related
Video 2.
http://www.youtube.com/watch?v=OmUzwRCyTSo&feature=related
DISCUSS.
Global research
Global research
good
Uncover opportunities not seen by others
Holistic brand voice
Efficient use of resources(your clients money)
Travel
Global research
good meh
Uncover opportunities not seen by others
Holistic brand voice Creative dilution
Transcreation
TravelEfficient use of resources
Travel
a Good global ad
http://youtu.be/NScs_qX2Okk
a good national ad
http://youtu.be/jOkgmY9ircc
a good global ad
http://youtu.be/VJ9fi3UkNbg
Take Aways
National Global
Universal
Human
Colloquial
Niche/Insider
BRIC MARKETS
10 YearsPoverty& politics
Brazil
Indiarussia
china
Global creditor status
Oil & Telecom Giant
Tech Innovation Hub
2nd Largest Economy
rise of the global middle class
china
is kinda weird
focus grouping in China:-What they mean not what they say.
-Groupthink
-Not in the present
Testing in china:-Translation means everything
-Alternatives sometimes difficult
Cultural nuances:
-One child policy
-Sports/Activities
-Shanzai
Luxury:
-non-blondes in Louboutins
-Av 30% of income spent on luxury goods
Questions?
thanksChris callahan
@Callhoun
