企业广告效果测评体系研究

发布时间：2018-11-21 18:17

【摘要】： 本文站在企业的角度,从广告内容入手,对广告的经济效果、心理效果、社会效果三个方面进行测评,构建出一个科学合理的广告效果测评体系,以期对广告效果进行有效的测评。因为企业在投放广告的过程中,会选择不同的媒体,现实中很难确定在哪种媒体上产生了什么样具体的效果,故本文在指标选取上,针对主要媒体,直接选取了经济效果、心理效果、社会效果三个一级指标。在经济效果方面,除选取了市场占有率和广告弹性两个传统的经济效果指标外,还考虑了广告滞后效应和累积效应的影响,将品牌知名度、企业知名度、企业美誉度对广告费用率和广告效益率的影响用数值量化的方式表现出来,使人们更能直观地感受到形象力对企业未来经济指标的影响;在心理效果方面,选取了心理过程中的广告知名率、广告记忆率、广告行动率三个指标,将遗忘因素纳入到广告心理效果的测评中,更准确的描述了广告发布之后,目标人群对广告的心理认可过程;在社会效果方面,除了考虑广告法律符合程度外,考虑到各民族理解和信仰的不同,以及社会和谐的因素,引入了民族文化艺术这一因素,另外,还加入了社会公信力这一因素,使广告社会效果测评的结果更能被社会所接受和认可。最后,本文将所建立的广告效果测评体系应用到实际中,结合美的电器的广告运作情况,分别对其经济效果、心理效果、社会效果进行测评。运用模糊综合评价的方法和优序法,将三个一级指标和十个二级指标纳入到一个测评体系中,其中,模糊综合评价法是一个对广告效果综合测评的模式,它兼顾了广告效果的不同表现层次,并且本文给出了广告效果测评的二级指标体系,采用优序法确定十个二级指标的权重,从理论与方法的角度构建了广告效果测评体系,为企业科学的测评广告效果提供了有益的思路和方法,并对其测评结果进行分析,给出对广告改进的建议和意见,从而达到了预期的研究目的。
[Abstract]:From the point of view of enterprise, this paper evaluates the economic effect, psychological effect and social effect of advertising from the aspects of advertising content, and constructs a scientific and reasonable advertising effect evaluation system. In order to evaluate the advertising effect effectively. Because enterprises will choose different media in the process of advertising, it is very difficult in reality to determine what kind of media has produced what kind of concrete effect. Therefore, this paper selects the economic effect directly for the main media in the selection of indicators. Psychological effect, social effect three primary indicators. In terms of economic effects, in addition to selecting two traditional economic effect indicators, market share and advertising elasticity, the effects of lag effect and cumulative effect of advertising are also considered. The influence of corporate reputation on advertising cost rate and advertising efficiency rate is expressed by numerical quantification, which makes people feel more intuitively the influence of image power on the future economic index of enterprise. In terms of psychological effect, this paper selects three indexes of advertisement famous rate, advertising memory rate and advertising action rate in the psychological process, and brings the forgetting factor into the evaluation of advertising psychological effect, and describes more accurately after the advertisement is published. The process of psychological recognition of advertising among target groups; In terms of social effects, apart from considering the degree of conformity of advertising laws, taking into account the differences in understanding and belief of various nationalities, as well as the factors of social harmony, the factors of national culture and art have been introduced. In addition, It also adds the factor of social credibility, so that the results of social effect evaluation of advertising can be accepted and recognized by the society. Finally, this article will establish the advertising effect evaluation system to the actual application, unifies the beautiful electrical appliance advertisement operation situation, separately carries on the appraisal to its economic effect, the psychological effect, the social effect. Using the fuzzy comprehensive evaluation method and the superior order method, three first-grade indexes and ten second-level indexes are brought into an evaluation system. Among them, the fuzzy comprehensive evaluation method is a comprehensive evaluation model for advertising effect. It takes into account the different performance levels of advertising effect, and this paper gives a two-level index system of advertising effect evaluation, determines the weight of ten second-level indexes by using the superior order method, and constructs the advertising effect evaluation system from the point of view of theory and method. This paper provides a useful way of thinking and method for the scientific evaluation of advertising effect in enterprises, and analyzes the evaluation results, and gives some suggestions and suggestions for the improvement of advertising, thus achieving the expected research purpose.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.8

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