ADV 284- CONSUMER INSIGHT- EXAM ONE QUESTIONS AND
CORRECT ANSWERS 100% VERIFIED!!!!
What is a consumer insight? - (answer)A comprehension that results in a new INTERPRETATION,
SOLUTION, INNOVATION, that creates or facilitates better connections for business
Secondary Consumer Insight Definitions - (answer)The ability to see and understand clearly the inner
nature of things
The clear understanding of a specific things or awareness of one's own mental attitudes and behaviors
A consumer insight... - (answer)Must be actionable!
What does this class focus on? - (answer)CONSUMERS
Where does consumer insights fall in the business process? - (answer)Between Situation Analysis and
Creative strategy
Three core components of Insights - (answer)Intuition, Emotional, Actionable
Intuition - (answer)Acute observation, deduction, penetration, and discernment
Fact - (answer)Truthful information
Observation - (answer)Thoughts about a fact, brand, people, etc.
Insight - (answer)A need, a want, or motivation that is not clear at first that leads to reframe the problem
or reach a goal.
Where to find insights? - (answer)Brand, Consumer, or Category
,ADV 284- CONSUMER INSIGHT- EXAM ONE QUESTIONS AND
CORRECT ANSWERS 100% VERIFIED!!!!
Insights from the BRAND - (answer)Reasons for existing, History
BRAND: Reasons for existing - (answer)What is the problem that the brand solves and how do consumers
feel about it?
BRAND: History - (answer)Consumer's experience, and history
Insights from the CONSUMER - (answer)See themselves (sense of self), product use, beliefs, barriers
CONSUMER: Sense of self equation - (answer)What they like to do + how they see themselves= Brands
they use
CONSUMER: Product Usage - (answer)Usage rituals
**Be aware of how advertising for this category potrays the user**
CONSUMER: Beliefs - (answer)Untapped or compelling belief
EX: Listerine helps you not go to dentist, subway helps you lose weight
CONSUMERS: Barriers - (answer)Value does NOT EQUAL product cost
Logic does NOT EQUAL attitude change
Insights from the CATEGORY - (answer)Category advertising, category conventions, Quality of Life
CATEGORY: Category advertising - (answer)Finding deficiencies of category not currently being addressed
, ADV 284- CONSUMER INSIGHT- EXAM ONE QUESTIONS AND
CORRECT ANSWERS 100% VERIFIED!!!!
"Bahamavention"- Why rather then when
CATEGORY: Category conventions - (answer)Why do automakers release their new models in September?
Why do real estate agents work on commission?
Why do bachelor's degrees take four years of classwork to complete?
It's just the way it's done
CATEGORY: Quality of Life - (answer)How does insight make target audience life better? The right insight
will!
EX: Kleenex
NO- Soft tissues, lots of tissues in one pack
YES- Comfort when not feeling well
What is a Big Idea? - (answer)Ideas that emerge from consumer insights
David Ogilvy Big Idea Saying - (answer)"Unless your campaign comes with a big idea, it will pass like a
ship in the night"
Big Ideas... - (answer)Are not always new!
Big idea is not... - (answer)A campaign idea, campaign executions emerge from big ideas
CORRECT ANSWERS 100% VERIFIED!!!!
What is a consumer insight? - (answer)A comprehension that results in a new INTERPRETATION,
SOLUTION, INNOVATION, that creates or facilitates better connections for business
Secondary Consumer Insight Definitions - (answer)The ability to see and understand clearly the inner
nature of things
The clear understanding of a specific things or awareness of one's own mental attitudes and behaviors
A consumer insight... - (answer)Must be actionable!
What does this class focus on? - (answer)CONSUMERS
Where does consumer insights fall in the business process? - (answer)Between Situation Analysis and
Creative strategy
Three core components of Insights - (answer)Intuition, Emotional, Actionable
Intuition - (answer)Acute observation, deduction, penetration, and discernment
Fact - (answer)Truthful information
Observation - (answer)Thoughts about a fact, brand, people, etc.
Insight - (answer)A need, a want, or motivation that is not clear at first that leads to reframe the problem
or reach a goal.
Where to find insights? - (answer)Brand, Consumer, or Category
,ADV 284- CONSUMER INSIGHT- EXAM ONE QUESTIONS AND
CORRECT ANSWERS 100% VERIFIED!!!!
Insights from the BRAND - (answer)Reasons for existing, History
BRAND: Reasons for existing - (answer)What is the problem that the brand solves and how do consumers
feel about it?
BRAND: History - (answer)Consumer's experience, and history
Insights from the CONSUMER - (answer)See themselves (sense of self), product use, beliefs, barriers
CONSUMER: Sense of self equation - (answer)What they like to do + how they see themselves= Brands
they use
CONSUMER: Product Usage - (answer)Usage rituals
**Be aware of how advertising for this category potrays the user**
CONSUMER: Beliefs - (answer)Untapped or compelling belief
EX: Listerine helps you not go to dentist, subway helps you lose weight
CONSUMERS: Barriers - (answer)Value does NOT EQUAL product cost
Logic does NOT EQUAL attitude change
Insights from the CATEGORY - (answer)Category advertising, category conventions, Quality of Life
CATEGORY: Category advertising - (answer)Finding deficiencies of category not currently being addressed
, ADV 284- CONSUMER INSIGHT- EXAM ONE QUESTIONS AND
CORRECT ANSWERS 100% VERIFIED!!!!
"Bahamavention"- Why rather then when
CATEGORY: Category conventions - (answer)Why do automakers release their new models in September?
Why do real estate agents work on commission?
Why do bachelor's degrees take four years of classwork to complete?
It's just the way it's done
CATEGORY: Quality of Life - (answer)How does insight make target audience life better? The right insight
will!
EX: Kleenex
NO- Soft tissues, lots of tissues in one pack
YES- Comfort when not feeling well
What is a Big Idea? - (answer)Ideas that emerge from consumer insights
David Ogilvy Big Idea Saying - (answer)"Unless your campaign comes with a big idea, it will pass like a
ship in the night"
Big Ideas... - (answer)Are not always new!
Big idea is not... - (answer)A campaign idea, campaign executions emerge from big ideas
