The so-called advertising effect usually refers toAdvertising informationThe social impact and effect that can be generated after the communication through advertising media.This kind of influence and effect includes two aspects: first, advertisingcommunication effect ;The second is the sales effect of advertising.Measuring these two advertising effects will help enterprises to formulate more effectivelyAdvertising strategyReduce advertising costs and improve advertising efficiency.[1]
Advertising effect can be divided into narrow sense and broad sense.In a narrow sense, advertising effect refers to theeconomic performance, i.eAdvertising communicationpromoteProduct salesThe degree of increase is the sales effect brought by advertising.
In a broad sense, advertising effect refers to the degree of realization of the purpose of advertising activities. It refers to the extent to which advertising informationCommunication processThe sum of direct or indirect changes caused byeconomic performance, psychological benefits andsocial results。
Advertising effect refers to the impact on target consumer groups after enterprises spread advertising through the media.From the perspective of the formation process of advertising effects, advertising effects can be divided intoAdvertising cognitive effect、Advertising psychological effectandAdvertising sales effectThree levels.The characteristics of advertising effects include:HysteresisAccumulative, complex, indirectHierarchy。Therefore, we can define the advertising effect as:recipientThe direct or indirect impact and the comprehensive effect achieved.Advertising PlanningHigher Education Press2006.05.
（1）Advertising communication effect。The advertising communication effect is also called the advertising effect or psychological effect.It meansAdvertisingAfter that, the audience's impression of the advertisement and the variousPsychological effect, which is reflected in the perception, memory, understandingemotion, attitude and behavior.Advertising activities can stimulate consumers'Psychological needsAnd motivation, cultivate consumers' trust and goodwill towards the brand, and establish a good image of the enterprise.The communication effect of advertising is the core of advertising effect.It is an internal effect that can have a long-term impact. It is mainly the effect produced by advertising itself, and its size depends onAdvertising performanceThe comprehensive effect of effects and media effects.
(2) Economic effect of advertising.The economic effect of advertising refers to the economic effect obtained by advertisers through advertising activitiesEconomic benefitsOr losses caused by advertising activities, namely, sales of goods and services andEnterprise profitThe degree of change.The economic effect of advertising mainly refers to the sales effect of advertising.Advertisers use variousCommunication media, integrating products, services, concepts, etcInformation disseminationThe fundamental purpose of going out is to stimulate consumer psychology, promote purchase and increase profits.Therefore, the economic effect of advertising is the most concerned issue of advertisers, the most basic and important effect of corporate advertising activities, and also the main content of evaluating advertising effect.
From the perspective of the overall process of advertising activities, advertising effects can be divided into pre event effects, in-process effects and post event effects.Correspondingly, the measurement of advertising effect can be divided into pre measurement, in-process measurement and post measurement.
(1) Pre determination.exceptmarket researchIncluded inCommodity analysisMarket analysisConsumer analysisIn addition, it may also be necessary to explore consumers' psychology and motivation, and try to test information inCommunication processinPossibleWhat is the role of the creative approach to find out the most appropriate information.
(2) Measure in the event.In process measurement is the evaluation of the effect of advertising in progress, which aims to makeAdvertising strategyAnd tactics can be carried out according to the scheduled plan without getting off track, and be corrected in time.
(3) Post determination.Post measurement is the evaluation of the effect of advertising activities, focusing on the analysis and evaluation of the effect, so that managers can refer to the next step of decision-making and planning.
According to the degree of influence of consumers
Advertising informationWhen it is spread to consumers through the media, it will have various psychological effects and behavioral responses.According to its influence degree and manifestation, advertising effect can be divided into arrival effect, cognitive effect, psychological change effect and action effect.
(1) Reach the effect.Arrival effect mainly refers toAdvertising mediaThe contact effect with consumers is usually based on the circulation of advertising mediaaudience ratingsandCoverageAnd other indicators.The evaluation of advertising reaching effect can point out the direction for the selection of advertising media.But this effect can only show the surface form of consumers' daily contact with advertising media.
(2) Cognitive effects.Cognitive effect refers to the extent to which consumers pay attention to and can remember advertising information on the basis of contacting advertising media.It mainly measures and analyzes the impression and memory of consumers after the implementation of advertising, and generally obtains relevant results through post investigation.The evaluation of advertising cognitive effect is one of the important criteria to measure the effectiveness of advertising.
(3) Psychological change effect.The effect of psychological change refers to the consumer's favorable impression of the advertising goods or services caused by the impact of advertising through the contact and cognition of advertisingConsumption desireThe degree of change.The evaluation of advertising psychological changes is mainly based on awareness rate, understanding rateLikeness, purchase desire rate and other indicators to compare and analyze the changes of consumers' attitudes before and after advertising.This change in attitude is the brewing and preparation for consumers to take purchase action.Therefore, the evaluation of psychological changes is a highly concerned content in the measurement of advertising effect.
(4) Action effect.Action effect refers to the consumer's purchase of goods, acceptance of services or response under the influence of advertisingAdvertising appeal Related behavior.This is an external and controllable advertising effect, which can generally be measured before and after the event to obtain relevant data.But generally speaking, consumers' purchase actions may be caused by many factors, not just the effect of advertising. Therefore, the evaluation of such effects should also consider the influence of other factors besides advertising.
The economic benefits of advertising refer to the extent to which advertising activities promote the sale of goods or services and increase profits.
The social benefits of advertising refer to its societyEducational role。
The psychological benefits of advertising mainly refer to theConsumer psychologyOnReaction degree, whether the brand image established by the product can finally facilitate the purchase.
Determination method
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experimental method
Determined in advanceAnd thingsThis method has already been involved in the determination part of.This is also almost the main method that must be used for ex ante and in-process measurement.
The choice and target of experiment methodSales areaOr objects with similar characteristics.For the experimenter, everything must be brand new, accept the experiment without any assumptions, or even know nothing, so that the results obtained can be as close to the truth as possible.
Reply can be solicited by mail, newspaper orinterviewerOn site visit.Of course, if consumers can be promised some benefits, the feedback rate is considerable.This is a time-consuming and laborious method, but it covers a wide range of test objects, and the problem can be understood comprehensively.For example, consumers'Perceived Brand Quality , BrandLoyaltyAnd so on.?These two methods both measure the advertising effect from the perspective of consumers.
Analysis of product sales effect
This is measured from within the advertiser.This is also the most common way for advertisers to measure advertisingSports effectThe scale of.According to the ratio of product sales to advertising expensesAdvertising campaignThe most direct and short-term effect.This excludes other factors that affect sales.Therefore, the increase or decrease of sales is only a reference to determine the advertising effect, and cannot completely and accurately reflect the advertising effect.
The position and power of the product in the market before the advertising campaign, compared with the position and power of the product in the market after the advertising campaign.This takes into account the relationship with competitors.This method is very similar to the sales analysis method and can only be used as a reference factor.
Advertising is forsales promotionBut more deeply, advertising should promote the realization of product profits.Sales volume is a flower floating on the surface, and profit is really a fruit sinking on the bottom.In fact, what enterprises can enjoy is not sales, but profits.The profit rate is the balance to measure whether the payment is equal to the gain.To compare the profit and profit rate before and after the implementation of advertisingSales analysisThe description of market share should be sharp.
Direction of advertising effect measurement
The measurement of advertising effect needs to measure the effect of advertising behavior on the broad audience, that is, the communication effect of advertising.Need to measure advertising behaviorEnterprise promotionThe effect is the promotion effect of advertising.Also measure the sales effect of advertising.
Communication effect of advertisement
It is mainly to judge whether the advertising campaign has effectively spread advertising information and achievedeffective communication 。The specific evaluation methods are divided into pre evaluation and post evaluation.
The pre evaluation of advertising is the evaluation before the official launch of advertising. There are three main types:
1. Direct scoring.By a groupTarget customersOr advertising experts come to watch the upcoming advertisements, and they fill in a scoring questionnaire to evaluate the advertisements.
2、battery of tests。After watching the advertisement, the target customer is asked to recall the contents of the advertisement to judge the advertisementProminenceAnd easy to remember.
3. Laboratory testing.Use various measuring instruments to test the response of target customers to advertisements.These reactions are mostlyPhysiological response, can only measure the attractiveness of advertisements, notSubjectsTrust and attitude to advertising
Post evaluation of advertising is the evaluation after the official launch of advertising. There are two main methods:
2、Experimental analysis method。Put advertisements with different spending levels in different regions, and observe the impact of different advertising expenditures on promoting product sales.For example,Brain platinumAdvertising has different effects in every region. The same thing can be done in another way. It is OK for urban people to give gifts of 100 yuan, but it is very difficult for rural people to give gifts of 100 yuan, so it is difficult to make good advertisements in different regions.
Sales effect of advertisement
Mainly reflected in the advertising expenses andSales volume of goodsThe measurement of the proportional relationship between (amount) is based on the increase or decrease of the sales volume of goods.There are five main determination methods as follows:
1. Advertising expense ratio method.Used to determinePlanning periodThe impact of internal advertising expenses on product sales.The smaller the proportion of advertising expenses in salesAdvertising promotion effectThe better;On the contrary, the worse.
The formula is:Advertising expensesUtilization ratio=[advertising expense/sales volume (amount)] X100%
2、Increase rate of advertising expensesLaw.It is used to measure the impact of the increase or decrease of advertising expenses on the sales volume of advertising goods in the planning period.The higher the increase rate of advertising expenses, the better the advertising promotion effect;On the contrary, the worse.
The formula is: advertising expense growth rate=[sales volume (amount)]growth rate/AdvertisingCost growth rate]X100%
3. Unit cost promotion method.Used to measure unit advertising expensesPromotional productsThe quantity or amount of.The larger the promotion amount (volume) per unit advertising expense, the better the advertising effect;On the contrary, the worse.
The formula is: unit advertising expense promotion amount (quantity)=sales amount (quantity)/advertising expense
4. Unit cost increase method.Used to measure unit advertising expensesCommodity salesGain degree of.The higher the unit advertising expense increases the sales volume (amount), the better the advertising effect is;Otherwise, the worse,
hisCalculation formulaIs: increased sales per unit advertising expense (amount)=[Reporting periodSales volume (amount) - base period sales volume (amount)]/advertising expenses
5、Coefficient of elasticityDetermination method.Input amount of advertising expensesRate of changeAnd the change rate of sales volume (amount) to determine the effect of advertising promotion.
The formula is: E=(△ S/S)/(△ A/A)
Including: S - sales volume (amount);
△ S -- Sales after increasing advertising expensesIncrease(amount);
A - original expenditure of advertising expenses;△ A -- increased advertising expenses;
E - Elastic coefficient, namely advertising effect.The higher the E value, the better the promotion effect of the advertisement
Effect characteristics
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1. Delayed effect: it means that the effect of advertising activities can be fully displayed within a period of time after the advertising activities.Under normal circumstances, most people will not buy the product immediately after they see the advertisement, mainly because: the product of a certain brand that the consumer is using can still be used;Consumers usually need to confirm that the use of advertising products can bring them more benefits.The delayed effect of the advertising effect can not be quickly and clearly displayed.Therefore, to evaluate the advertising effect, first of all, we should grasp the cycle of the advertising effect and determine the advertising effecttime intervalIn order to accurately evaluate the effect of advertising activities.
2、Cumulative: Most advertisements usually fail to achieve immediate results, and their effects are gradually accumulated.That is to say, the period from the broadcast of the advertisement to the actual purchase of consumers is the accumulation period of the advertisement.Without the accumulation of "quantity", it is difficult to have an effective "real manifestation".For example, an enterprise played five advertisements in a row for a period of time, but the market did not respond to the advertisement until the sixth advertisement was broadcast. This does not mean that the sixth advertisement is better than the previous ones.Coca ColaBrand valueNearly $43.5 billion, which has been accumulated with the same or even more advertising expenses over the past 100 years, will serve as a reminder for purchase promotion for a long time.This characteristic of advertising effect shows that enterprises should not be too eager for quick success and instant benefit.
3. Indirectness: because advertising information has the characteristics of "trapezoidal transmission" among consumers, that is, people who directly receive advertising information will transmit the information to relatives, friends and colleagues, "one spread ten, ten spread one hundred", and thus affect the latter's attitude towards advertising goods, forming a preference for advertising goods.
4. Complexity: it means that the advertising effect is proposed by the interaction between the advertising activities of the enterprise and other marketing activities of the enterprise or competitive enterprises.Main performance: the overall advertising effect of the enterprise is the result of the comprehensive effect of various advertising forms, media and other factors;Corporate advertising activities and other marketing activities (such as public relationsPromoterMarketing, etc.) are complementary, so the advertising effect will inevitably be enhanced or weakened due to the effectiveness of other marketing activities;Other competitors in the same industrySimilar productsAdvertising or other marketing activities will alsoEnterprise productsThe effect of advertising activities.If the advertising power of the competitive products is strong, it will affect the sales of the advertising products of the enterprise. However, the advertising investment of the competitive products is small and lack of novelty, which will set off the characteristics of the advertising products of the enterprise.
Components
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Advertising effect usually consists of four aspects:Target consumersIt focuses on a kind of communication effect;Enterprise investors, who focus on whether the investment in advertising has reached the expected purpose;AdvertisingBusiness unit, including creative units and production units;The last one isThe public。
1. Effect of target consumers
Target consumers are the main objects for enterprises to publish advertisements.After watching the advertisement, the target consumers will think about whether to accept the contents of the advertisement and whether to need the products promoted in the advertisement.If it is really necessary, the target consumers will really have the motivation to buy.Therefore, the first component of advertising effect is the target consumers. The advertising produced by enterprises must be accepted by the target consumers to produce the desired effect.
2. Effect of enterprise sales
The effect of advertising depends on the sales effect of the enterprise, or to achieve a certain strategic purpose of the enterprise. For example, the enterprise usually needs to make a big publicity before listing, so as to achieve good performance in the stock market.Therefore, the sales effect achieved by advertising may be targeted at consumers, or it may be to complete some work of the enterprise and create a stronger corporate image, thus attracting the attention of upstream and downstream enterprises.
Advertising agencies or partners often contactAdvertisersA conflict has occurred.Advertisers focus on whether they can improve through advertisingSales performance, while the production unit of the advertisement may focus onAdvertising productionWhether the process is more artistic.Because the evaluation of advertising effect can be conducted from multiple perspectives, there are often some conflicts between different positions.
4. Public effect of society
Another important effect of advertising is that of the public.The person who sees the advertisement may never be the product promoted by the advertisementpurchaser, but they have the right to show their preference or boredom with this advertisement.Therefore, the public is also an important component of advertising effect.
influence factor
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Advertising effect is often the result of a series of creative strategies.Clyde Bedell, an American advertising consultant, believes that:Advertising themePositioning, the communication effect of advertising itself and marketing factors other than advertising are the three factors that affect advertising effect.According to the views of ClydeBedell and other experts, this paper summarizes the factors that affect the advertising effect.
Advertising strategy refers to the macro levelAdvertising DecisionThe assurance ofResearchAnd make a long-term overall plan from the overall situation.John Philip Jones, a famous British advertising scientist, once said that strategy is like a strategy built on a swimming pooldiving platform。It should be firmly built at the end of the deep pool, so as to provideDivingThe athletes provide the best conditions for safe and graceful diving. "Scientific and creative advertising strategy is the key to the success of advertising communication, and it is also the wholeMarket strategyThe key to success.It was once very popular in the middle and late 1990sCCTVBid KingMost of them are like meteors. One important reason is that these enterprises have problems with their advertising strategies. They lack research on advertising strategies and often make decisions based on feelings or experience.someinternational brand asCoca Cola、UnileverTheir advertisements in the Chinese marketStrategic directionClarity. For example, Coca Cola made great achievements during the Spring Festival in 2000Chinese traditional cultureOfAdvertising image——Puppets of Ah Fu brothers and sisters, through the scenes of Ah Fu brothers and sisters welcoming the New Year, let people feel the real Chinese traditional culture.
The essence of market positioning is to make this enterprise distinct from other enterprises, and make customers feel and recognize this difference, so as to leave a special impression in customers' minds,Advertising communicationThe activity is to strengthen the customer's impression of the product by positioning the theme.Due to the similar products in the modern marketProduct homogenizationSeriously, the brand difference is also shrinking, and the mediainformation contentSurge, making advertising unique and clearbrand imageIncreasingly difficult, consumers tend to be morePreferenceThose brands with clear positioning.Positioning theoryIt is believed that consumers have“Mental ladder”OfMental Models Consumers always have a priority brand sequence when purchasing a certain category or characteristic of goods, and generally, they always give priority to brands at the top of the ladder,AustraliaAdvertising expert Max Sutherland calls it "agenda sequencing".Therefore, the enterprise products areMarketingFirst of all, you should define your own position, which isEffective advertisingThe foundation of.
Advertising media is the material carrier and intermediary of advertising information dissemination. Modern advertising media shows a trend of diversification and fragmentation, with obvious audience diversion. In addition to the four traditional media and the Internet, more outdoor media and mobile media have been developed.In recent years, with the increasing popularity of mobile phones3G eraWith the advent of mobile phones, they have become an emerging advertising medium.In the era of single media, advertisers have less choice,Media decision-makingIt is also relatively simple.With the diversification of media and the diversion of audiences, on the one hand, it brings more choices to advertisers, and on the other hand, it makes the media decision-making of advertising more difficult.Characteristics of each medium andMedia combination strategyThe previous chapter on advertising media has been analyzed in detail and will not be expanded here.
4. Advertising creativity and performance factors
Advertising creativity and performance directly affect the effect of advertising.The core of modern advertising lies in creativity, and its charm also lies in creativity. It is conceived according to the characteristics of advertising commodities, and created with artistic taste and touching plotAdvertising works, is the basic task of advertising creativity.Creativity not only directly determines the taste of advertising activities and the resultingMarket attractiveness, andIndirect impactIs shaping the corporate image.A famous American advertising masterWilliam Bernbach He said that creativity is the soul of advertising. He stressed that advertising creativity should be "relevant, original and shocking" so as to leave a deep impression on people.David Ogilvy It is emphasized that a good idea should lead consumers' attention to the product, or even sell the product without attracting the attention of the audience.Therefore, the quality of advertising creativity and performance will directly affect the advertising effect.
Integrated Marketing Communication TheoryAmerican marketing expertsDon E.Schultz Think that in the chaotic and complexmarket environmentIn, it is very important to provide an integrated single message to consumers, dealers or retailers. Only after overall integration can the information be delivered to the target audience in a consistent manner, and the use of integrated communication can improve the communication effect of advertising.
modernMarket informationIt is massive. In addition to the diversion of audiences, the situation of information interference is becoming increasingly serious. It is difficult for enterprises to achieve ideal results only through a single communication.Therefore, we should make full use of various communication tools, such as public relationsEvent marketing、sales promotion, CI, packagingNew mediaSo as to make the best combination and give full play to the overall effect, so that consumers can access the information of the same subject content in different occasions and in different ways.MENGNIUAdopted in 2005Hunan Satellite TVOfSuper GirlThe program went onIntegrated marketing communicationThe activity has achieved very good results.
