How to use media evaluation

The evaluation of media generally includes qualitative evaluation and quantitative evaluation.

First, quantitative evaluation refers to the evaluation of the media from a quantitative perspective. Evaluation indicators generally include: media arrival rate,

Frequency and cost per thousand people.

1, arrival rate and frequency

● Arrival rate refers to the target audience who have contacted the advertising schedule at least once in a specific period.

The ratio of targeted advertising audience. As far as radio and television are concerned, the arrival rate is usually expressed during the four-week period; As far as magazines and newspapers are concerned, the arrival rate is usually calculated by the life span of all readers in a certain issue.

● Frequency refers to the average number of times that target advertising consumers contact the same advertisement in a certain period of time. Consumer contact

Different contact frequencies have different advertising effects. Therefore, advertising must be repeated again and again through the accumulation of times to establish the effect.

● Effective frequency refers to the advertising exposure frequency required by consumers to achieve the purpose of advertising appeal. In the past, the traditional determination of effective frequency was based on three times. In fact, different categories, markets, competition, media environment and creativity have different definitions of the effective frequency of media. For example, brands with fierce competition need more effective frequencies than brands with moderate competition, and new brands need more effective frequencies than brands that have been successfully established.

● Effective Reach refers to the proportion that the target object contacts the same advertising information more than a certain number of times (effective frequency) in a certain period of time.

Second, qualitative evaluation: refers to the qualitative evaluation of the media from one angle, which is an inestimable aspect of the media. General packaging

Includes the following aspects:

1. Regional characteristics of media

Different media have different distribution areas, such as national media and local media. In Shanghai, Xinmin Evening News has overwhelming advantages and various consumer groups. Readers are generally used to reading newspapers at night. In Guangzhou, Guang

The national daily newspaper has great advantages. Consumers often read newspapers in the morning, while southern weekends have their own unique readers-intellectuals. Whether the composition of its audience in different regions and the contact of the target class in different regions are consistent with the region conveyed by the advertising target directly affects the realization of the advertising effect. Moreover, the purchasing power of different commodities in different regions is also different, and the attention paid to such advertisements is also different. If the media reports mainly on areas with low purchasing power, it will lead to low demand and purchase.

2. Media audience characteristics

As we all know, different consumers have different abilities and habits to accept the media because of their different values, personality characteristics, interest orientations and living habits. Almost all media have their own unique audience, and each media has different levels of consumers and different media publicity. For example, there are a large number of students in the evening radio broadcast, and most of the fashion magazines are female readers. The psychological characteristics of the media audience are different, and the contact choice of advertising information also shows considerable differences, thus affecting the advertising effect.

3. Audience's attention to media content

The degree of audience's attention to media content refers to the frequency and persistence of audience watching programs, active choice or passive participation, audience's love for programs and disappointment of missing programs. Audience's attention to advertisements and its relationship with programs.

Attention is dependent: a well-known domestic advertising company made a media survey report, pointing out that compared with ordinary programs, consumers' willingness to watch advertisements increased by nearly 50% on average, and their memory of advertisements also increased by 30% on average, which proved the influence of media quality on advertising effects.

4. Media symbol environment

The news (program) and other advertising contents surrounding an advertisement, as well as the time arrangement and layout of these news (programs) and advertisements in media production, constitute the media symbol environment of advertisements. Media not only provides time and layout for advertisements, but also provides a "symbolic environment" for advertisements to survive. The media symbol environment of advertising has the following effects on the spread of advertising.

What has a direct impact is that it is difficult for an advertisement with good creativity but not in harmony with the environment to receive good advertising results. The reason why the media symbol environment of advertising can affect the audience's attention and acceptance is precisely because the structural factors of media symbols play a role through the internal structure that affects the audience's psychology.