广告效果评估体系研究

发布时间：2019-02-16 14:39

【摘要】： 当今社会飞速发展,市场竞争日益激烈,广告对营销的作用早已不言而喻。任何一个产品想要走向市场,都离不开广告。可想而知,各类商家对广告的投入是巨大的。而任何一个广告主,都想要知道自己的广告在纷繁复杂的广告信息中是否有效,怎么有效,是否达到了自己的目标。因此,广告效果评估的研究就越来越受到商家和学者的关注,也有着其深远的实际意义。本文旨在建立一套科学合理,简单易行,客观准确的广告效果评估体系,使得广告主能够及时了解广告效果,广告活动能够持续有效的开展下去。同时也为广告效果评估增加新的思路,为广告工作者和广告主的实际工作提供有价值的一些思考。本文立足于实际项目的运作实施,在实践中探索广告效果评估体系的建立,通过实践与理论的结合,设计了一套科学合理,简单易用的广告效果评估体系,并且最终以数字形式表现出来,使得广告效果评估的结果更为直观。本文首先将广告效果分成三个层面六种效果,即瞬时效果(画面效果),近期效果(包括传播效果,心理效果和销售效果),远期效果(包括品牌效果和社会效果)。其次将广告效果评估体系分成评估指标和评估方法两部分,其中评估指标主要研究了传播效果评估指标,心理效果指标和品牌效果评估指标;在评估方法部分引入AHP层次分析法用以确定各项指标的权值,将各项指标放于数学模型中,使得广告的评估过程既包含了广告主的主观信息,也有着客观缜密的逻辑推理判断。同时,引入多级模糊评价法对广告效果的一级指标进行评估。最后,本文用一个实例详细说明了广告效果评估体系在实践中的运用,并验证了其有效性。因此,本文所提出的是一套科学有效,客观准确,易用性强的广告效果评估体系。
[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.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.8

【引证文献】