S公司线下广告项目评价研究
发布时间：2018-11-02 18:55
【摘要】： 对广告项目效果的评估,一直都是企业的难题,尤其近年来广告项目被分成线上广告及线下广告项目后,原先适用于线上广告的评价方法对于线下广告并不适用,S公司同样遇到了这个难题。本文正是为满足S公司这个需求而开展研究的。 本文首先分析了S公司现行的三种评价方法的不足之处,并设计了针对这些问题的改进方案。紧接着,运用系统方法对S公司的线下广告项目进行环境分析、目标分析以及结构分析,从而产生了一系列评价指标,根据线下广告项目的实际情况,并面向相关广告主、广告公司及高校广告专业研究者发放了调查问卷,对评价模型的指标设置及权重进行了调查,确立了评价指标;进而建立了线下广告项目的评价模型。然后,将基本模型三个方面的内容继续往下细分,经过逐层分解并运用层次分析法建立S公司线下广告项目层次结构评价模型,并通过了一致性检验。最后,以S公司的实际案例应用了层次结构评估模型。利用层次分析法对各层次权重设置后,再运用Yaahp软件(051版本)进行运算,选出最优的方案。从而验证了该评价模型的可行性和适宜性,它确实为线下广告项目的评价提供一个较为便捷的方法。 本研究的主要成果是把线下广告项目当成一个系统,运用系统工程相关理论来提炼了有关项目的16个基本评价指标,并建立的层次清晰、计算快捷、使用便捷的评价模型。该模型不但可供S公司在选取年度线下广告公司、常规项目承接广告公司时使用;也为S公司进行线下广告项目的评价提供了一个普适的便捷方法;本成果对相关同行进行线下广告评价,也具有一定的推广应用价值。
[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.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.82
本文编号：2306669
[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.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.82
【引证文献】
相关硕士学位论文 前1条
1 赵亮;变频器行业服务化模式及选择[D];中国海洋大学;2012年
，本文编号：2306669
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