This is the English version of my thesis in Advertising.
I point out the role of consumer research in creating advertising and marketing communication.
I give a definition of consumer insight, its 4 properties and applications in many media.
Using Consumer Insights for Effective Advertising and Social Networks
1. Using consumer insight in advertising: from classic advertising to social network “ A flash of identification is the root of most of the good communication. It is true for a painting or a novel. It is true for a good advertisement, too.” DAVID ABBOTT, copywriter Giulio BONINI 19 febbraio 2009 Relatore Professor Marco Livi
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18. The benchmark of Consumer insight 4 How being 42 y.o. and still working as a trainee?