【摘要】： 對(duì)廣告項(xiàng)目效果的評(píng)估,一直都是企業(yè)的難題,尤其近年來廣告項(xiàng)目被分成線上廣告及線下廣告項(xiàng)目后,原先適用于線上廣告的評(píng)價(jià)方法對(duì)于線下廣告并不適用,S公司同樣遇到了這個(gè)難題。本文正是為滿足S公司這個(gè)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(píng)價(jià)方法的不足之處,并設(shè)計(jì)了針對(duì)這些問題的改進(jìn)方案。緊接著,運(yùn)用系統(tǒng)方法對(duì)S公司的線下廣告項(xiàng)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(píng)價(jià)指標(biāo),根據(jù)線下廣告項(xiàng)目的實(shí)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(duì)評(píng)價(jià)模型的指標(biāo)設(shè)置及權(quán)重進(jìn)行了調(diào)查,確立了評(píng)價(jià)指標(biāo);進(jìn)而建立了線下廣告項(xiàng)目的評(píng)價(jià)模型。然后,將基本模型三個(gè)方面的內(nèi)容繼續(xù)往下細(xì)分,經(jīng)過逐層分解并運(yùn)用層次分析法建立S公司線下廣告項(xiàng)目層次結(jié)構(gòu)評(píng)價(jià)模型,并通過了一致性檢驗(yàn)。最后,以S公司的實(shí)際案例應(yīng)用了層次結(jié)構(gòu)評(píng)估模型。利用層次分析法對(duì)各層次權(quán)重設(shè)置后,再運(yùn)用Yaahp軟件(051版本)進(jìn)行運(yùn)算,選出最優(yōu)的方案。從而驗(yàn)證了該評(píng)價(jià)模型的可行性和適宜性,它確實(shí)為線下廣告項(xiàng)目的評(píng)價(jià)提供一個(gè)較為便捷的方法。 本研究的主要成果是把線下廣告項(xiàng)目當(dāng)成一個(gè)系統(tǒng),運(yùn)用系統(tǒng)工程相關(guān)理論來提煉了有關(guān)項(xiàng)目的16個(gè)基本評(píng)價(jià)指標(biāo),并建立的層次清晰、計(jì)算快捷、使用便捷的評(píng)價(jià)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(xiàng)目承接廣告公司時(shí)使用;也為S公司進(jìn)行線下廣告項(xiàng)目的評(píng)價(jià)提供了一個(gè)普適的便捷方法;本成果對(duì)相關(guān)同行進(jìn)行線下廣告評(píng)價(jià),也具有一定的推廣應(yīng)用價(jià)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(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：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(hào)：2306669