【摘要】： 對廣告項目效果的評估,一直都是企業(yè)的難題,尤其近年來廣告項目被分成線上廣告及線下廣告項目后,原先適用于線上廣告的評價方法對于線下廣告并不適用,S公司同樣遇到了這個難題。本文正是為滿足S公司這個需求而開展研究的。 本文首先分析了S公司現(xiàn)行的三種評價方法的不足之處,并設(shè)計了針對這些問題的改進(jìn)方案。緊接著,運用系統(tǒng)方法對S公司的線下廣告項目進(jìn)行環(huán)境分析、目標(biāo)分析以及結(jié)構(gòu)分析,從而產(chǎn)生了一系列評價指標(biāo),根據(jù)線下廣告項目的實際情況,并面向相關(guān)廣告主、廣告公司及高校廣告專業(yè)研究者發(fā)放了調(diào)查問卷,對評價模型的指標(biāo)設(shè)置及權(quán)重進(jìn)行了調(diào)查,確立了評價指標(biāo);進(jìn)而建立了線下廣告項目的評價模型。然后,將基本模型三個方面的內(nèi)容繼續(xù)往下細(xì)分,經(jīng)過逐層分解并運用層次分析法建立S公司線下廣告項目層次結(jié)構(gòu)評價模型,并通過了一致性檢驗。最后,以S公司的實際案例應(yīng)用了層次結(jié)構(gòu)評估模型。利用層次分析法對各層次權(quán)重設(shè)置后,再運用Yaahp軟件(051版本)進(jìn)行運算,選出最優(yōu)的方案。從而驗證了該評價模型的可行性和適宜性,它確實為線下廣告項目的評價提供一個較為便捷的方法。 本研究的主要成果是把線下廣告項目當(dāng)成一個系統(tǒng),運用系統(tǒng)工程相關(guān)理論來提煉了有關(guān)項目的16個基本評價指標(biāo),并建立的層次清晰、計算快捷、使用便捷的評價模型。該模型不但可供S公司在選取年度線下廣告公司、常規(guī)項目承接廣告公司時使用;也為S公司進(jìn)行線下廣告項目的評價提供了一個普適的便捷方法;本成果對相關(guān)同行進(jìn)行線下廣告評價,也具有一定的推廣應(yīng)用價值。
[Abstract]:Evaluation of the effect of advertising projects has always been a difficult problem for enterprises, especially after advertising items have been divided into online advertising and offline advertising projects in recent years, the evaluation method originally applied to online advertising does not apply to offline advertising. S also encountered this problem. This paper is to meet the needs of S Company to carry out research. In this paper, the shortcomings of the three evaluation methods of S Company are analyzed, and the improvement schemes are designed to solve these problems. Then, the system method is used to analyze the environment, target and structure of the offline advertising project of S Company, which results in a series of evaluation indexes, according to the actual situation of the offline advertising project, and facing the relevant advertisers. The advertisement company and the university advertisement specialized researcher have distributed the questionnaire, has carried on the investigation to the evaluation model index setting and the weight, has established the appraisal index; Then the evaluation model of offline advertising project is established. Then, the contents of the three aspects of the basic model are further subdivided, and the hierarchical structure evaluation model of the advertising project under the line of S company is established by the analytic hierarchy process (AHP), and the consistency test is passed. Finally, the hierarchical structure evaluation model is applied to the actual case of S Company. After setting up the weight of each level by AHP, the optimal scheme is selected by using Yaahp software (version 051). Therefore, the feasibility and suitability of the evaluation model are verified, and it provides a more convenient method for the evaluation of offline advertising projects. The main achievement of this study is that the offline advertising project is regarded as a system, and 16 basic evaluation indexes of the related project are refined by using the related theory of system engineering, and the evaluation model with clear level, quick calculation and convenient use is established. The model can not only be used by S company when selecting the annual offline advertising company, but also provide a convenient and universal method for S company to evaluate the offline advertising project. This achievement carries on the line advertisement appraisal to the related colleague, also has the certain promotion application value.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F713.82

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 趙亮;變頻器行業(yè)服務(wù)化模式及選擇[D];中國海洋大學(xué);2012年

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本文編號：2306669