Advertising Planning Effectiveness Evaluation of Advertising Planning Effectiveness Evaluation Methods

There are many ways to assess the effectiveness of advertising planning.

1. According to the complexity of the technical means, it is divided into empirical and scientific methods;

2. According to the directness of the source of information, it is divided into direct and indirect methods:

(1) The so-called direct method is to evaluate by inviting the experts, scholars, or representative customers; and to measure the effect of the advertisements through the advertisement evaluation;

(2) Indirect method is usually based on the preliminary analysis and reasoning of the original data, and then the advertisement evaluation is made by the experts, scholars, or representative customers;

3. p>(2) Indirect measurement is usually based on the original information to do preliminary analysis and reasoning, and then make a determination of the advertising effect;

3. There are according to the process of advertising activities, there are pre-measurement, in the event of the determination of the determination and post-determination and other methods, which are commonly used in the actual work of the method.

(1) the so-called pre-measurement refers to the advertising activities before the official release of the advertising strategy steps, advertising works and advertising media mix evaluation, predicting the implementation of advertising activities will produce what effect; pre-measurement of the specific content of the product survey, market research, consumer surveys, media surveys, and advertising information in the process of dissemination of the consumer's response may be caused. Pre-measurement mainly includes the measurement of advertising planning, the measurement of advertising ideas, the measurement of advertising works and the measurement of the timing and combination of advertising media dissemination strategy.

(2) Measurement during the event refers to the measurement of advertising effect after the formal release of the advertisement and before the whole advertising activity, and the measurement is mainly on the measurement of the finished product of the advertisement and the combination of the advertising media, which is aimed at accumulating the necessary information and data for the measurement and evaluation after the event.

(3) Post-measurement refers to a comprehensive assessment of the advertising campaign, the purpose of which is: firstly, to evaluate the performance of the advertising campaign, whether the advertising costs and advertising revenue are reasonable; secondly, to evaluate the success or failure of the advertising strategy, and to provide a basis for new advertising activities. Due to the lagging effect of advertising, the post-event measurement of advertising effect should be neither too early nor too late, and attention should be paid to the timing of the evaluation. Post-measurement mainly includes the measurement of advertising contact effect, the measurement of advertising sales effect and the measurement of advertising psychological effect. After the implementation of the planning program, the effect of the program of information feedback and evaluation, advertising planning department and its personnel has become the most important work. Feedback and evaluation work is almost simultaneous.

The methods of evaluation through feedback are:

1. Observation and experience method. This is a rapid feedback assessment method. Its specific practice is: the leader of the social organization or the person in charge of the relevant departments to personally participate in advertising planning activities, on-site understanding of the progress of advertising planning work, direct observation, estimate its effect, and put forward on the spot advertising planning activities to improve the views.

2. Target management method. This is the use of advertising planning goals to measure the effect of advertising planning activities of a method. Determine the advertising planning goals, the abstract concept of the goal is materialized, the preparation of a number of specific requirements. When the end of the advertising planning activities, the measured results and the original objectives and requirements of the comparison, it will be able to measure the effect of advertising planning activities.

3. Public opinion survey method. This is a method of evaluating the effectiveness of an advertising campaign by investigating changes in public attitudes and the market business environment.

4. News analysis method. This method measures the effect of advertising planning activities by observing and analyzing the news media coverage of social organizations.

5. Reference assessment method. This is a kind of advertising planning activities to other social organizations as a reference standard, through comparison to analyze the effectiveness of advertising planning activities assessment method. Its specific approach is: first comprehensively collect the social organization and other social organizations advertising planning activities in the quantity and quality of information, and then compared, in the comparison assessment. This method is not only convenient and practical, but also in the comparison of learning from the fresh experience of other social organizations to improve the work of advertising planning.

6. Expert evaluation method. This is a method of inviting advertising experts to evaluate the effectiveness of advertising activities. As these experts are experienced in advertising planning, their evaluation conclusions are generally fairer and more accurate. The method of measuring advertising effectiveness is divided into two categories.

One is to directly reflect the advertising benefits from the changes in advertisers' sales, i.e., direct benefits;

The other is to estimate the advertising benefits through consumers' reflections, i.e., indirect benefits. In practice, the direct benefit measurement method and the indirect benefit measurement method should be used in combination to improve the accuracy of advertising benefit measurement.