academy of art research talk
DESCRIPTION
TRANSCRIPT
![Page 1: Academy of Art Research Talk](https://reader033.vdocuments.net/reader033/viewer/2022051817/547d1618b47959a7508b4838/html5/thumbnails/1.jpg)
learning to speak the same language
GLOBAL AD RESEARCH with a bit on CHINA
Academy of Art Presentation 09.28.12
![Page 2: Academy of Art Research Talk](https://reader033.vdocuments.net/reader033/viewer/2022051817/547d1618b47959a7508b4838/html5/thumbnails/2.jpg)
he who asks is a fool for five minutes. he who does not ask is a fool forever.“
-chinese proverb
![Page 3: Academy of Art Research Talk](https://reader033.vdocuments.net/reader033/viewer/2022051817/547d1618b47959a7508b4838/html5/thumbnails/3.jpg)
HELLO.
![Page 4: Academy of Art Research Talk](https://reader033.vdocuments.net/reader033/viewer/2022051817/547d1618b47959a7508b4838/html5/thumbnails/4.jpg)
HELLO.
![Page 5: Academy of Art Research Talk](https://reader033.vdocuments.net/reader033/viewer/2022051817/547d1618b47959a7508b4838/html5/thumbnails/5.jpg)
HELLO.
X
![Page 6: Academy of Art Research Talk](https://reader033.vdocuments.net/reader033/viewer/2022051817/547d1618b47959a7508b4838/html5/thumbnails/6.jpg)
WHY DO WE RESEARCH?
![Page 7: Academy of Art Research Talk](https://reader033.vdocuments.net/reader033/viewer/2022051817/547d1618b47959a7508b4838/html5/thumbnails/7.jpg)
consumers:
-are irrational
-don’t understand their purchase decisions
- prone to flighty influence
![Page 8: Academy of Art Research Talk](https://reader033.vdocuments.net/reader033/viewer/2022051817/547d1618b47959a7508b4838/html5/thumbnails/8.jpg)
CORRECT.
![Page 9: Academy of Art Research Talk](https://reader033.vdocuments.net/reader033/viewer/2022051817/547d1618b47959a7508b4838/html5/thumbnails/9.jpg)
SO....
![Page 10: Academy of Art Research Talk](https://reader033.vdocuments.net/reader033/viewer/2022051817/547d1618b47959a7508b4838/html5/thumbnails/10.jpg)
WHY DO WE RESEARCH?
![Page 11: Academy of Art Research Talk](https://reader033.vdocuments.net/reader033/viewer/2022051817/547d1618b47959a7508b4838/html5/thumbnails/11.jpg)
To understand:
The right language
![Page 12: Academy of Art Research Talk](https://reader033.vdocuments.net/reader033/viewer/2022051817/547d1618b47959a7508b4838/html5/thumbnails/12.jpg)
The right languagethat convinces the right people
To understand:
![Page 13: Academy of Art Research Talk](https://reader033.vdocuments.net/reader033/viewer/2022051817/547d1618b47959a7508b4838/html5/thumbnails/13.jpg)
The right languagethat convinces the right peoplethey’re making the right choice.
To understand:
![Page 14: Academy of Art Research Talk](https://reader033.vdocuments.net/reader033/viewer/2022051817/547d1618b47959a7508b4838/html5/thumbnails/14.jpg)
a quick history.
![Page 15: Academy of Art Research Talk](https://reader033.vdocuments.net/reader033/viewer/2022051817/547d1618b47959a7508b4838/html5/thumbnails/15.jpg)
Video 1.
http://www.youtube.com/watch?v=OmUzwRCyTSo&feature=related
![Page 16: Academy of Art Research Talk](https://reader033.vdocuments.net/reader033/viewer/2022051817/547d1618b47959a7508b4838/html5/thumbnails/16.jpg)
Video 2.
http://www.youtube.com/watch?v=OmUzwRCyTSo&feature=related
![Page 17: Academy of Art Research Talk](https://reader033.vdocuments.net/reader033/viewer/2022051817/547d1618b47959a7508b4838/html5/thumbnails/17.jpg)
DISCUSS.
![Page 18: Academy of Art Research Talk](https://reader033.vdocuments.net/reader033/viewer/2022051817/547d1618b47959a7508b4838/html5/thumbnails/18.jpg)
Global research
![Page 19: Academy of Art Research Talk](https://reader033.vdocuments.net/reader033/viewer/2022051817/547d1618b47959a7508b4838/html5/thumbnails/19.jpg)
Global research
good
Uncover opportunities not seen by others
Holistic brand voice
Efficient use of resources(your clients money)
Travel
![Page 20: Academy of Art Research Talk](https://reader033.vdocuments.net/reader033/viewer/2022051817/547d1618b47959a7508b4838/html5/thumbnails/20.jpg)
Global research
good meh
Uncover opportunities not seen by others
Holistic brand voice Creative dilution
Transcreation
TravelEfficient use of resources
Travel
![Page 23: Academy of Art Research Talk](https://reader033.vdocuments.net/reader033/viewer/2022051817/547d1618b47959a7508b4838/html5/thumbnails/23.jpg)
a Good global ad
http://youtu.be/NScs_qX2Okk
![Page 24: Academy of Art Research Talk](https://reader033.vdocuments.net/reader033/viewer/2022051817/547d1618b47959a7508b4838/html5/thumbnails/24.jpg)
a good national ad
http://youtu.be/jOkgmY9ircc
![Page 25: Academy of Art Research Talk](https://reader033.vdocuments.net/reader033/viewer/2022051817/547d1618b47959a7508b4838/html5/thumbnails/25.jpg)
a good global ad
http://youtu.be/VJ9fi3UkNbg
![Page 26: Academy of Art Research Talk](https://reader033.vdocuments.net/reader033/viewer/2022051817/547d1618b47959a7508b4838/html5/thumbnails/26.jpg)
Take Aways
National Global
Universal
Human
Colloquial
Niche/Insider
![Page 27: Academy of Art Research Talk](https://reader033.vdocuments.net/reader033/viewer/2022051817/547d1618b47959a7508b4838/html5/thumbnails/27.jpg)
BRIC MARKETS
![Page 28: Academy of Art Research Talk](https://reader033.vdocuments.net/reader033/viewer/2022051817/547d1618b47959a7508b4838/html5/thumbnails/28.jpg)
10 YearsPoverty& politics
Brazil
Indiarussia
china
Global creditor status
Oil & Telecom Giant
Tech Innovation Hub
2nd Largest Economy
rise of the global middle class
![Page 29: Academy of Art Research Talk](https://reader033.vdocuments.net/reader033/viewer/2022051817/547d1618b47959a7508b4838/html5/thumbnails/29.jpg)
![Page 30: Academy of Art Research Talk](https://reader033.vdocuments.net/reader033/viewer/2022051817/547d1618b47959a7508b4838/html5/thumbnails/30.jpg)
china
![Page 31: Academy of Art Research Talk](https://reader033.vdocuments.net/reader033/viewer/2022051817/547d1618b47959a7508b4838/html5/thumbnails/31.jpg)
is kinda weird
![Page 32: Academy of Art Research Talk](https://reader033.vdocuments.net/reader033/viewer/2022051817/547d1618b47959a7508b4838/html5/thumbnails/32.jpg)
![Page 33: Academy of Art Research Talk](https://reader033.vdocuments.net/reader033/viewer/2022051817/547d1618b47959a7508b4838/html5/thumbnails/33.jpg)
focus grouping in China:-What they mean not what they say.
-Groupthink
-Not in the present
![Page 34: Academy of Art Research Talk](https://reader033.vdocuments.net/reader033/viewer/2022051817/547d1618b47959a7508b4838/html5/thumbnails/34.jpg)
Testing in china:-Translation means everything
-Alternatives sometimes difficult
![Page 35: Academy of Art Research Talk](https://reader033.vdocuments.net/reader033/viewer/2022051817/547d1618b47959a7508b4838/html5/thumbnails/35.jpg)
Cultural nuances:
-One child policy
-Sports/Activities
-Shanzai
![Page 36: Academy of Art Research Talk](https://reader033.vdocuments.net/reader033/viewer/2022051817/547d1618b47959a7508b4838/html5/thumbnails/36.jpg)
Luxury:
-non-blondes in Louboutins
-Av 30% of income spent on luxury goods
![Page 37: Academy of Art Research Talk](https://reader033.vdocuments.net/reader033/viewer/2022051817/547d1618b47959a7508b4838/html5/thumbnails/37.jpg)
Questions?
![Page 38: Academy of Art Research Talk](https://reader033.vdocuments.net/reader033/viewer/2022051817/547d1618b47959a7508b4838/html5/thumbnails/38.jpg)
thanksChris callahan
@Callhoun