论文部分内容阅读
一、关于广告传播效果评估(一)什么是广告传播效果评估:广告效果评估体系包括事前评估和事后评估两部分:事前评估主要是指广告市场环境评估和广告脚本测试。事后评估主要是指广告规划效果评估(针对广告策略)、广告传播效果评估(针对媒体选择效果和受众广告影响效果)和广告销售效果评估(针对市场销售效果)。广告传播效果评估是广告效果评估体系中的核心环节。
First, on the evaluation of the effectiveness of advertising (a) What is the evaluation of advertising effectiveness: Advertising effectiveness evaluation system, including ex ante evaluation and ex post evaluation of two parts: pre-assessment mainly refers to the advertising market environment assessment and advertising script testing. Post-evaluation mainly refers to the evaluation of advertising planning effectiveness (for advertising strategy), the evaluation of advertising effectiveness (for media selection and audience advertising effectiveness), and the evaluation of advertising sales effectiveness (for marketing effectiveness). Evaluation of advertising effectiveness is the core of advertising effectiveness evaluation system.