December 2007

It’s the end of another year and as 2008 plans get refined and settled, I feel like things are a little calmer…at least for a while.
又是一年的尾聲，2008年的計畫也已清楚的安排妥當，我感受到事情趨於平靜…至少這段時間是。

In our final issue for the year, we bring you another example ofa “word-of-mouth”campaign. WOM is always cited as an influence in purchase decision-making, yet this communication channel presents one of the biggest challenges to build into a campaign. Our team took up the challenge when launching Olay’s Definity range and you can read the results for yourself.
在今年度的最後一期期刊中，我們為您介紹另一個以“口碑”為主的企劃案。口碑(WOM)在購買行為的決策中一直是被引用為一個有力的影響力，但將這項溝通管道置入在企劃中卻也是最大的挑戰之一。我們的企劃組員在OLAY Definity系列推出時接受了這項挑戰。您可以在接下來的內容中看到其成果。

We already realize that many people multi-task when they have the TV or radio on. What are they doing and thinking at this time?
We did a study to find out.
我們已經了解到很多人在看電視或使用收音機時，是有其他的事情同時在進行著。他們到底這時候是在做什麼和想什麼呢?我們為此作了項研究分析。

And we leave you this year with a thought on how the LOHAS movement in Taiwan has affected the retail environment and increased consumer offering. I’m putting LOHAS down for my new year’s resolution.
在今年我們留給您一個想法，看看樂活風在台灣是如何影響零售業環境以及增加消費產品的供給。我的新年新希望之一，就是樂活。

Merry Christmas to all!
祝各位耶誕節快樂!!