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平衡品牌规模：名声与相关性报告
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KantarMedia发布了新报告“平衡品牌规模——名声与相关性”。调查发现，约1/3的消费者（32%）不喜欢广告，和2018年（36%）比有所下降。在美国受访者中，近3/5（57%）对广告没有明确的喜欢或不喜欢，但认为广告令人愉快的比例（12%）只有全球平均水平的一半。尽管其他国家的消费者似乎从广告中获得了更多的乐趣，但英国是唯一一个更不喜欢广告的国家，只有11%的英国人喜欢广告。
详情描述
平衡品牌规模：名声与相关性报告 BRAND FAME vs BRAND RELEVANCE Brand building - via advertising, PR and sponsorships - has always involved a mix of the rational and the emotional. But with online promotion making the shopping experience faster and more convenient, rationality has been amplified over emotion- both in message content and delivery. Marketers have the tools to be precise in terms of the who, the when and the where. This report explores how connected consumers really feel about advertising and the many communication channels used to reach them. We also look at micro-targeted marketing (brand relevance) versus mass marketing (brand fame). It's not a question of simply choosing one approach over the other. But neither is there a single perfect ratio of the two. We aim to throw some light on the imperfect balance between fame and relevance in targeting, and help guide marketers on the right balance for them. 【更多详情，请下载：平衡品牌规模：名声与相关性报告】
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