非處方成藥 :

廣告與品牌表現的驅動關鍵 作者 | Darren Freeman 費愷毅 台灣益普索研究總監

編譯 | Ryan Wu 台灣益普索研究員

為什麼在非處方成藥的領域中，探究廣告表現與品牌成長的驅動因子是如此重要呢？

目前市場上的非處方成藥品牌不僅在台灣，也在大中華地區投入了龐大的資源，因此我們更需要知道：

資源投入的策略是否正確？錢是否花在刀口上？而付出的成本是否有達到最佳的投資回報率？

根據益普索的研究理念，我們相信品牌成長是透過以下兩種方式：

1. 增加消費者對品牌的喜愛程度

2. 有效控管市場上其他的影響因素

要增加消費者對品牌的喜愛程度，必須先找到品牌核心價值中需要被保留或強化的，同時透過品牌給

消費者的體驗以及行銷溝通，去影響消費者對品牌的看法。

而控管市場上的影響因素，主要是去了解可能影響品牌的正向助力與負向障礙，因此控管市場影響因

素非常關鍵，探索正確的執行策略與戰術，好讓這些影響因素能成為正向助力，以增加消費者購買您

品牌的機率。

讓我們更深入了解第一種方式：增加消費者對品牌的喜愛程度

要消費者提高對品牌的喜愛程度，需要透過廣告以及品牌接觸點來驅動。因此第一步，我們必須了解

目前非處方成藥的廣告表現。根據益普索非處方成藥廣告資料庫，非處方成藥品牌電視廣告的廣告正

確品牌回憶度較其他品類來得弱，主因在於能見度和品牌連結度都偏低，且更令人擔憂的是指標逐年

下降。

當然，電視廣告的表現好壞與否也與現在愈趨複雜的環境息息相關，視聽受眾在其他裝置的行為，以

及各類興起、多樣化且分散的品牌接觸點，都會對電視廣告表現有所影響。根據益普索的研究：

• 90%的電視受眾在觀看電視時會同時做其他的事情，相較於 2011 年時只有 63%

o 其中同時觀看兩種以上裝置的受眾，電視廣告回憶度下降 72%

• 人類歷史以來，從未接觸過比現今更多的廣告和品牌接觸點

o 1995 年，人們平均一天會接觸 2000 個品牌接觸點

o 但 10 年後，2015 年，這個數字翻了 3 倍，平均一天超過 6000 個以上的品牌接觸點

不難想像這些「新常態」的行為勢必削弱了電視廣告的影響，但我們還是不能忘記非處方成藥的電

視廣告回憶度表現低於市場平均的事實，因此更重要的是了解背後的原因和如何改善。

哪些關鍵因素能解釋為什麼非處方成藥廣告較難被受眾記得呢？

我們發現 75%的情況是因為以下兩個關鍵因素：

1. 約有 50%的非處方成藥電視廣告是因為廣告的品牌連結度低

2. 而另外 25%是因為廣告的訊息與視聽受眾不相關、或不夠特別／新穎

要改善非處方成藥電視廣告的品牌連結度，就必須加強受眾在觀看廣告時的專注度，廣告的創意與其

中的品牌要能夠「抓住」受眾，把他們的注意力放在廣告上。

廣告創意的品質如何提升受眾的專注度，有三種方式：

1. 能強烈吸引受眾的故事／劇情

2. 有獨特的視覺／圖像

3. 能勾起受眾情緒的基本要素

綜觀跨品類的各種廣告，我們可以發現受眾專注度較高的廣告，多半在「有活力的」、「快樂的」、「幽

默的」面向上的分數較高，或是這些廣告聚焦在能引起目標消費者共鳴、且與生活息息相關的片段。

然而，目前非處方成藥廣告普遍著重的面向卻與上述面向截然不同，反倒更趨向強調理性和實際面，

主要傳達產品的可信度和其他重要訊息。

益普索研發部門透過龐大的非處方成藥廣告監測數據庫發現，若能提升廣告感性面與獨特性的表現，

非處方成藥廣告是有很大的潛力去提高說服力與驅動消費者對品牌的喜愛。在全球各國的廣告監測中，

已經有非常多的真實數據顯示，當非處方成藥廣告有更生動的劇情、引起共鳴的角色人物、甚至是以

生活的場景或片段做為背景時，它們的表現都格外出色。

此外，隨著網路影片的大量崛起，非處方成藥品牌也必須將廣告進化，來確保廣告在網路世界會被受

眾觀看、喜歡、討論，但傳統的廣告創意很難達成這些目標。

我們認為以下三種方式能夠提升受眾對廣告的專注度並進而把焦點放在品牌身上：

1. 持續的利用品牌獨特的資產／特色

2. 讓品牌在廣告中有清楚的角色

3. 傳達與品牌相關的訊息

在非處方成藥的廣告中，為其他品牌作嫁的風險是很高的，因此擁有自己的創意風格與獨特的品牌特

色是非常有幫助的。在許多國家的案例中，時常可以看到非處方成藥品牌和競爭者的廣告無論是在色

調、創意風格、劇情等都大同小異，這非常容易造成受眾混淆，並且將廣告聯想到錯誤的品牌，也因

此侷限了廣告原本可能有的影響。

針對這個問題，有幾種有效的方法可以應對：

• 在廣告中儘早出現品牌，且出現兩次以上

• 確保廣告傳達的訊息是清楚的、且與品牌密切相關的

同時也有數據證實，若在非處方成藥廣告中演示產品使用的狀況，不僅能提升考慮購買的意願，也能

增加可信度。只是演示產品使用的畫面必須謹慎並遵循以下幾個重點：

總結以上的重點，益普索認為非處方成藥品牌是有能力、且應該能發展出能讓觀眾更加投入的廣告。

但可別誤會了，我們建議不要純粹為了讓廣告變得「感性」而強加「感性元素」，反之，任何在廣告中

的「感性元素」必須是與品類、品牌、目標客群有高度相關，才會是有效的。

更確切地來說，所有的非處方成藥品牌在廣告發想時，都必須從大創意（Big Idea）開始。

所謂的大創意（Big Idea），就是從消費者身上找到人性的基本需求，可以是一種焦慮的情緒、一個靈

感、一種渴望或對某個需求，它必須要是可信的，且要足以產生共鳴、並自然而然與品牌連結在一起；

如果大創意（Big Idea）能被發掘且好好利用，它便能讓品牌真正擁有市場的機會點。

但這一切，最重要的，就是從在消費者身上得到正確的洞察開始：

讓我們進入第二種品牌成長的方式：有效控管市場上其他的影響因素

如同在文章一開始我們曾提到的，驅動品牌成長的方式有兩個，第一個是我們剛剛所談的，如何增加

消費者對品牌的喜愛，而第二個就是我們現在要深入探討的----有效控管市場上其他的影響因素。

根據益普索全球品牌調查的數據資料庫，在非處方成藥品類，平均一個消費者會考慮 5 個品牌，但最

後實際上只會購買 2 個，而另外的 3 個品牌是消費者所喜愛且曾進入考慮清單的，卻因為某些阻礙導

致最後沒有購買，而這些阻礙就是所謂市場上其他的影響因素。

哪些市場上其他的影響因素是非處方成藥品類最常見的阻礙呢？

益普索全球品牌調查的數據庫顯示，非處方成藥品牌從被考慮到最終沒有購買的主要障礙有二：不容

易取得、產品品項／種類有限，兩者總共佔了約一半的比例。而其他重要的市場影響因素包括：缺乏

專家推薦、價格太貴和促銷活動太少。

更明確來說，各個阻礙因素的定義如下：

1. 不容易取得：無法在所有藥局通路都買得到，或是在店內很難被找到

2. 產品品項／種類：沒有提供我想要的包裝大小/容量

3. 缺乏專家推薦：沒有藥師推薦

4. 價格太貴： (價格高於消費者心目中認為該品牌應有的價值)

5. 促銷活動太少：缺少促銷活動

最後，讓我們總結一下從益普索廣告與品牌數據庫所得到的重要發現。

首先，非處方成藥品牌成長的驅動因子，除了增加消費者對品牌的喜愛程度，也需妥善控管市場上的

其他影響因素，兩者缺一不可。

而要如何提升消費者對非處方成藥品牌的喜愛程度，益普索提出以下五個建議：

另外下列的五個建議，將能幫助非處方成藥品牌成功的將消費者對品牌的喜愛轉換成實際的購買：

全球益普索廣告監測&非處方用藥品牌研究經驗

1. 益普索是全球第一的廣告前測公司

2. 從 2001年起，益普索已經測試了接近十萬支電視廣告，其中有 15%是非處方用藥品牌的廣告，

提供約 15,000筆非處方用藥品牌廣告測試結果，作為本次研究分析使用

3. 大部分主要的非處方成藥品牌皆與益普索在品牌研究和廣告前測合作多年，橫跨 53個國家，

178個客戶和 2117個品牌

Ipsos Connect

Ipsos Connect 是 Ipsos專屬的一個事業群，專精於品牌溝通、廣告測試及傳播媒體的相關研

究。現今品牌溝通由於廣告及傳播媒體變得日益複雜、零碎及數位化，而更顯困難。Ipsos

協助客戶抓住環境變化，整合品牌溝通調查、媒體與內容，提供更創新、數據導向、真實、

即時且科技導向的研究洞察。若需要更多的資訊，請至我們的網站： www.ipsos.com/connect 或洽詢我們的研究團隊

研究總監 | Darren Freeman

02 2701-7278 ext.155 darren.freeman@ipsos.com

OTC : the drivers of advertising & brand performance Darren Freeman, Research Director, Head of Connect, Ipsos Taiwan

Why is it important to write a POV article about the drivers of OTC advertising performance and OTC

brand growth? Apart from the obvious investment from OTC companies in Taiwan, and indeed across the Greater China region, there is a need to understand if this investment has the right strategy and the right focus, to ensure that this investment achieves the optimum ROI. Per the Ipsos philosophy, there are two routes of achieving brand growth:

3. Increase brand desire 4. Manage market effects

Increasing brand desire is about identifying the brand beliefs that need to be maintained or improved, coupled with leveraging brand experiences and marketing communications to influence key beliefs. Managing market effects, on the other hand, is about understand the key barriers (or levers) that impacts the

brand, either positively or negatively. It is therefore critical to explore the strategies and tactics that need to be employed to ensure that these market effects are being managed to favor your brands’ chances of being purchased.

Let’s deep dive into the first route: increase brand desire.

Increasing brand desire is mainly driven by advertising and touchpoint performance. Therefore, the first step should be to understand how OTC advertising currently performs. From looking at the Ipsos OTC ad database, the recognition levels of OTC advertising are lower than other categories due to lower visibility and brand linkage, and worryingly have been declining in recent years:

Of course, this should be viewed in the context of todays increasingly complex world, as TV advertising is being impacted by the behavior of other devices, as well as the emergence and fragmentation of so many other touchpoints:

• 90% of TV viewers multi-task while watching TV, compared to 63% in 2011 o Multi-screening causes a 72% drop in TV ad recall

• People have never been exposed to more advertising and more touch points than today o In 1995, people were exposed to 2,000 touchpoints per day o 10 years later, in 2015, this number has tripled to over 6,000

It is clear to imagine that this new normal behavior diluting the attention towards TV advertising; but it should be remembered that OTC advertising is still being recalled lower than the total category average. Therefore, it is important to understand the reasons why and how this can be rectified.

What are the critical factors that explain why OTC advertising cutting through the clutter to a lower

level? There are two factors that explain 75% of why this occurs:

3. Weak brand linkage explains why approximately 50% of OTC advertising fails to cut-through 4. Irrelevant or undifferentiated message or the lack of a fresh idea explains another 25%

To improve the #1 factor of weak brand linkage, it means that OTC advertising needs to focus on improving attention. To improve attention, the objective is to stop the viewer. Stop the viewer because of the creative, and stop the viewer because of the brand. There are three routes to uplift the attention of the viewer due to the quality of the creative:

1. Ensuring a strong engaging storyline 2. Possessing a unique visualization 3. Do not forget the basics

When looking at all adverts across all categories, it clear that the adverts that possess strong attention levels from viewers, achieve higher ratings for being dynamic, happy, humorous, or they focus on relevant, life-moments that resonate with the target audience:

But, what is equally clear, is that the advertising within the OTC category goes the other way; instead it is mainly skewed towards the rational and the practical by delivering and communicating believable, important information.

R&D conducted on the Ipsos OTC advertising database has proven that the emotional & distinctive aspects has the potential to be persuasive for OTC advertising, and to drive brand desire. There are many examples from around the world that provide in-market evidence that OTC ads that include an engaging storyline, with characters that resonate, and that is situated within a slice-of-life occasion or life moment, can work extremely well.

11

Overall, the adverts that possess stronger Attention, are dynamic, happy, funny, or focus on life-moments…

12

…however, the OTC category is all about rational…

8283

869293

959898

100101

103103

106106107108109

111122

129

50 60 70 80 90 100 110 120 130 140

Entertaining

Like to see on TV again

Unique

Win Awards

Likeability

Talk About

Irritating

Confusing

Stirred my emotions

Brand Diff

Told me something new

Clarity

Makes me feel good

Fits with way

Think new way

Portrays what a really good brand shld be like

Believable

For people like me

Informative

Tells me something Important

As a side-point, with the popularity of online videos soaring in this region, OTC needs to evolve its advertising to ensure that it is viewed, shared, liked, talked about, when shown in the digital space – traditional creatives will struggle to achieve this. There are also three ways to improve the attention of the viewer and enable them to focus on the brand:

1. Leveraging distinctive assets over time 2. Having a clear role for the brand 3. Delivering relevant information about the brand

The risk of talking for other brands is high in OTC, so ownable creative style & distinctive brand assets are beneficial. There are examples from many countries whereby an OTC brands advertising is almost identical to a competitor ad, in terms of colors, creative styles, storyline, etc… and this increases the chance of viewers getting confused and associating the wrong brand to the wrong advert, and this limits persuasion. There are several ways to combat against this, including:

• Show the brand early and show the brand more than twice

• Ensure that the advert communicates clear and relevant brand information

16

Show the brand early; show the brand more than twice = higher ad attention

101

101

85

Beginning

Middle

End

Attention

MOST ADS WHICH TEND TO SHOW BRAND LATE FIND IT DIFFICULT TO GAIN ATTENTION

104

100

94

3 times and more

Twice

Once

Attention

MOST ADS WHICH TEND TO SHOW THE BRAND LESS THAN 3 TIMES FIND IT DIFFICULT TO GAIN ATTENTION

17

Brand linkage is NOT just showing a logo in the top-left corner of the screen; must deliver clear & relevant brand info

29

29

27

24

22

-15

Portrays what a good brand in this category should be like

Believable

Informative

For people like me

Makes me feel good

Confusing

Same diagnostics also drive

believability of an OTC

ad

OTC ads with stronger brand linkage

+

+

+

+

+

Additionally, there is evidence that demonstrations within OTC ads do drive positive consideration, and usually believability. But, it is recommended that the demo scenes are treated carefully by following the guideline listed below:

So, it is recommended that OTC brands can, and should, create and air more engaging ads. But, to be clear, it is not recommended to “be emotional” just for the sake of being emotional. Instead, whatever emotion is included within the advert must be relevant - relevant for the category, relevant for the brand, and relevant for the target audience. All OTC brands must start with a big idea. A big idea is a tension, aspiration, desire, or need – but this big idea must come from the consumer. It must be credible, and must resonant, and must be able to connect naturally to the brand. If this can be discovered and leveraged, then it demonstrates a genuine brand opportunity. But, vitally, it all starts with having the right insight:

18

Demo’s drive positive consideration, & usually believability…but be careful to ‘the how’ & to ‘the what’

- The how:

- lack of integration into storyline (in particular when dealing with “emotional” ads)

- breaking the flow

- laddering to the benefit

- The what:

- too generic in what is said

HAVING A DEMO AIDS CONSIDERATION

115

94

With demo

Without demo

CONSIDERATION

WITH DEMO BUT STILL FAIL, IS DUE TO:

Let’s now deep dive into the second route: managing and leveraging market effects.

As mentioned earlier in this POV article, there are two routes of achieving brand growth: the first is increasing brand desire, whilst the second is managing market effects.

Per the Ipsos global brand database, when analyzing the OTC category, on average 5 OTC brands are

considered by shoppers. But, on average, 2 OTC brands are finally purchased. This, of course, means that

3 OTC brands are being rejected. These 3 OTC brands have achieved brand desire as they have been

considered, but something has stopped them being purchased. There must be a barrier, a reason.

Which market effects are the most common causes of OTC brand rejection?

When considering the Ipsos global brand database, the most influential barriers of converting OTC brand consideration into actual purchase are accessibility and product range, which together contributes around half to brand rejection. Other important market effects, or barriers to OTC brand purchase, are a lack of specialist recommendation, price, and promotion.

21

Clearly expressed: Simple and true (relevant and believable)

With clear tension

Reflecting the sufferer state of mind: in audio & visuals

Not overdramatized

And connecting easily with the brand

It all starts with having the right insight

More specifically:

1. Accessibility : not available at all pharmacists and is difficult to find in-store

2. Product range : does not come in the pack size that I want

3. Not recommended by specialist : is not recommended by pharmacists

4. Price : it is too expensive (perceived value)

5. Promotion : does not offer promotions

Lastly, lets summarize all the key take-outs from what have been learned and discovered thanks

to the Ipsos advertising and brand database. The drivers of OTC performance can very much be focused on increasing brand and managing market effects. For optimum growth, brands should focus on both routes. Below, are 5 recommendations that should be considered for an OTC brand to uplift brand desire:

25

25

23

14

11

10

Accessibility

Product range

Not recommendedby specialist

Price

Promotion

Market Effect % Contribution to Brand Rejection (even though the brand was considered via uplifting desire)

Below, are 5 recommendations that should be considered for an OTC brand to convert brand desire into actual purchase:

2727

Top 5 elements to have in mind when developing OTC advertising that uplifts brand desire

Be simple & avoid complexity for both creative & message delivery; additional information can be conveyed by utilizing other touchpoints1

2Catch viewer attention via an engaging story, eye-catching visualizations, timely audio, & with early link back to the brand

3 Secure relevant ‘this is me’ tension delivery with critical structure but without overdramatizing

4 Go beyond the functional benefit and address emotional insights of the sufferer

5 Watch consistency of distinctive brand assets over time & over communication ideas

2828

Top 5 elements to have in mind when converting OTC brand desire into actual purchase

Integrate the ATL communications within in-store for greater campaign ROI1

2 Distribution is, and always be, critical

3 Drive in-store excellence via visibility, findability, & relevant impactful promotions

4 Focus on encouraging recommendations from the pharmacist

5 Ensure the current product range mirrors the sufferer’s needs

Global Ipsos ad & brand OTC experience

1. Ipsos is globally the #1 copy testing company

2. Since 2001, nearly 100,000 TV copies have been tested, and which OTC ads representing 15%, which

gives us a robust base for analysis of nearly 15,000 OTC copies

3. Most major OTC clients have worked with us over the years in both copy testing and brand research,

across 2117 brands, 178 clients, and 53 countries

Ipsos Connect

Ipsos Connect, a global specialized business to coordinate Ipsos services in the domains of Brand

Communications, Advertising and Media.

As the worlds of brand communications, advertising and media become increasingly complex,

fragmented and digitalized, Ipsos helps its clients embrace this modern complexity by bringing

together brand expression, media and content, & via consolidating our expertise to bring new,

data-driven, real-life, real-time, tech-driven insights to our clients.

For more information, visit us online at:

www.ipsos.com/connect or contact our research team

Director | Darren Freeman

02 2701-7278 ext.155 darren.freeman@ipsos.com