【摘要】： 當(dāng)今社會飛速發(fā)展,市場競爭日益激烈,廣告對營銷的作用早已不言而喻。任何一個產(chǎn)品想要走向市場,都離不開廣告。可想而知,各類商家對廣告的投入是巨大的。而任何一個廣告主,都想要知道自己的廣告在紛繁復(fù)雜的廣告信息中是否有效,怎么有效,是否達(dá)到了自己的目標(biāo)。因此,廣告效果評估的研究就越來越受到商家和學(xué)者的關(guān)注,也有著其深遠(yuǎn)的實(shí)際意義。 本文旨在建立一套科學(xué)合理,簡單易行,客觀準(zhǔn)確的廣告效果評估體系,使得廣告主能夠及時了解廣告效果,廣告活動能夠持續(xù)有效的開展下去。同時也為廣告效果評估增加新的思路,為廣告工作者和廣告主的實(shí)際工作提供有價值的一些思考。本文立足于實(shí)際項(xiàng)目的運(yùn)作實(shí)施,在實(shí)踐中探索廣告效果評估體系的建立,通過實(shí)踐與理論的結(jié)合,設(shè)計了一套科學(xué)合理,簡單易用的廣告效果評估體系,并且最終以數(shù)字形式表現(xiàn)出來,使得廣告效果評估的結(jié)果更為直觀。 本文首先將廣告效果分成三個層面六種效果,即瞬時效果(畫面效果),近期效果(包括傳播效果,心理效果和銷售效果),遠(yuǎn)期效果(包括品牌效果和社會效果)。其次將廣告效果評估體系分成評估指標(biāo)和評估方法兩部分,其中評估指標(biāo)主要研究了傳播效果評估指標(biāo),心理效果指標(biāo)和品牌效果評估指標(biāo);在評估方法部分引入AHP層次分析法用以確定各項(xiàng)指標(biāo)的權(quán)值,將各項(xiàng)指標(biāo)放于數(shù)學(xué)模型中,使得廣告的評估過程既包含了廣告主的主觀信息,也有著客觀縝密的邏輯推理判斷。同時,引入多級模糊評價法對廣告效果的一級指標(biāo)進(jìn)行評估。最后,本文用一個實(shí)例詳細(xì)說明了廣告效果評估體系在實(shí)踐中的運(yùn)用,并驗(yàn)證了其有效性。因此,本文所提出的是一套科學(xué)有效,客觀準(zhǔn)確,易用性強(qiáng)的廣告效果評估體系。
[Abstract]:Nowadays, with the rapid development of society and the increasingly fierce market competition, the effect of advertising on marketing has long been self-evident. Any product want to go to the market, can not do without advertising. It can be imagined that the investment of all kinds of merchants in advertising is huge. Any advertiser wants to know whether or not his advertisement is effective in the complicated advertising information, how to be effective, and whether he has achieved his goal. Therefore, the research of advertising effect evaluation is paid more and more attention by merchants and scholars, and has profound practical significance. The purpose of this paper is to establish a set of scientific, reasonable, simple, objective and accurate advertising effect evaluation system, so that advertisers can understand the advertising effect in time, and the advertising activities can be carried out continuously and effectively. At the same time, it also adds new ideas for advertising effect evaluation, and provides some valuable thinking for the actual work of advertising workers and advertisers. Based on the actual project operation and implementation, this paper explores the establishment of advertising effect evaluation system in practice. Through the combination of practice and theory, a set of scientific, reasonable, simple and easy to use advertising effect evaluation system is designed. And the final form of digital expression, so that the results of advertising effect evaluation more intuitive. In this paper, advertising effects are divided into three levels and six effects, namely, instantaneous effect (screen effect), short-term effect (including communication effect, psychological effect and sales effect), long-term effect (including brand effect and social effect). Secondly, the evaluation system of advertising effect is divided into two parts: the evaluation index and the evaluation method, in which the evaluation index mainly studies the communication effect evaluation index, the psychological effect index and the brand effect evaluation index; In the part of evaluation method, AHP analytic hierarchy process is introduced to determine the weights of each index, and each index is put into the mathematical model, which makes the evaluation process of advertisement not only contain subjective information of advertisers, but also have objective and careful logical reasoning and judgment. At the same time, the multilevel fuzzy evaluation method is introduced to evaluate the first grade index of advertising effect. Finally, an example is given to illustrate the application of the advertising effect evaluation system in practice, and the effectiveness of the system is verified. Therefore, this paper puts forward a set of scientific and effective, objective and accurate, easy-to-use advertising effect evaluation system.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F713.8

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本文編號：2424547