广告传播效果评估模型及其应用研究

发布时间：2018-11-13 11:04

【摘要】： 首先本文在对广告传播效果评估内容、测定模式以及广告传播效果评估相关研究回顾与总结的基础上，借鉴DAGMAR和ARF理论模式基本思想提出了广告传播效果评估基本模型，该模型定性描述了广告传播效果评估应该包括五方面的内容，分别是对广告媒介效果、广告沟通效果、未来购买行动倾向、品牌塑造效果和间接传播效果的评估，模型同时强调对竞争品牌广告传播效果即干扰作用的评估。然后本文将基本模型五个方面的内容继续往下细分，经过逐层分解形成了广告传播效果层次结构评估模型。该模型与层次分析法中的递阶层次结构模型比较相似，唯一不同之处在于，层次分析法最终目的是选择最优方案故在方案层中有一些待选的方案，而本文建立该模型是为了评估广告传播效果，因而在方案层只有一个已经采用的广告传播方案，该方案将由下至上对各层次的效果产生影响。考虑到这种相似之处，建立模型后拟按照层次分析法中的计算方法确定各层次指标的权重，但由于操作性指标(问卷调查项目)依赖于具体的广告，故把对权重确定过程的阐述放在了案例部分。广告传播效果层次结构评估模型以及层次指标权重设计是本文的核心所在。最后本文选择在一个实际的电视广告传播效果评估中应用了层次结构评估模型。根据电视广告的传播目标等，利用层次分析法对各层次权重进行了确定，得到了操作性指标对于广告传播效果目标的权重即相对重要性程度。通过调查可以知晓操作性指标的得分情况，将指标分值与对应权重相乘再求和就可得到广告传播效果的数值。然而此时对传播效果的评估还未完成，还需将竞争广告传播干扰作用予以剔除，即最后的广告传播效果数值应该是已计算出的广告传播效果数值减去干扰作用效果后的差值。本文剔除这部分影响作用效果采用的方法是在目标调查广告与竞争广告共同进行调查的指标中，，找出目标广告得分低于竞争广告得分的指标，两者的差值即算作竞争广告的干扰负效果，所有差值之和即是竞争广告的全部的干扰负效果。本文侧重的是对广告传播效果评估思路与具体方法的讨论，并认为通过所提出的广告传播效果层次结构评估模型以及所采用的计算方法可以比较精确地评估广告的传播效果。
[Abstract]:First of all, based on the review and summary of the content, the measurement model and the related research of advertising communication effect evaluation, this paper puts forward the basic model of advertising communication effect evaluation based on the basic ideas of DAGMAR and ARF theory model. The model describes qualitatively that the evaluation of advertising communication effect should include five aspects, namely, the evaluation of advertising media effect, advertising communication effect, future purchase action tendency, brand shaping effect and indirect communication effect. At the same time, the model emphasizes the evaluation of the effect of competitive brand advertising communication, that is, interference. Then, the basic model is further subdivided into five parts, and the hierarchical structure evaluation model of advertising communication effect is formed by decomposing it layer by layer. The model is similar to the hierarchical structure model in AHP. The only difference is that the ultimate purpose of AHP is to select the best scheme, so there are some schemes to be selected in the scheme layer. In this paper, the model is established to evaluate the effect of advertising communication, so there is only one advertising communication scheme that has been adopted at the scheme level, which will have an impact on the effect of each level from the bottom up. Considering this similarity, the model is established to determine the weight of each level index according to the calculation method of AHP, but the operational index (questionnaire project) depends on the specific advertisement. Therefore, the determination of the weight of the process of the elaboration in the case part. The core of this paper is the hierarchical structure evaluation model of advertising communication effect and the design of hierarchical index weight. Finally, a hierarchical model is applied to evaluate the effect of TV advertisement communication. According to the communication target of TV advertisement, the weight of each level is determined by AHP, and the relative importance degree of the operational index to the target of advertising communication effect is obtained. Through the investigation, we can know the score of the operational index, multiply the index score with the corresponding weight, and then sum up to get the value of advertising communication effect. However, the evaluation of the communication effect has not been completed at this time, and it is necessary to eliminate the interference effect of the competitive advertising communication, that is, the final value of the advertising communication effect should be the difference value of the calculated value of the advertising communication effect minus the interference effect. The method used in this paper is to find out that the target advertisement score is lower than the competitive advertisement score in the target survey advertisement and the competitive advertisement survey index. The difference between the two is regarded as the interference negative effect of the competitive advertisement, and the sum of all the differences is the total interference negative effect of the competitive advertisement. This paper focuses on the discussion of the ideas and concrete methods of advertising communication effect evaluation, and thinks that through the proposed hierarchical structure evaluation model of advertising communication effect and the calculation method used, the advertising communication effect can be evaluated more accurately.
【学位授予单位】：四川大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F713.8

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