What are the main aspects of advertising effectiveness evaluation?

The advertising effect is mainly evaluated from the following aspects:

Data estimation

Data evaluation is by far the most commonly used and objective way to judge the advertising effect. Although there are some defects in data evaluation, it is very helpful to understand and analyze the overall situation of advertising.

At least from the results of the data, we can see the overall trend of advertising, whether the advertising structure is reasonable, whether the advertising gap is large enough, whether the advertising ratio is unbalanced and so on. In addition, we can also understand the changes of the advertising environment from the perspective of data evaluation, so as to accurately understand the dynamic trend of the media, whether the advertising resources are consistent, whether the advertising value is maximized, and so on.

Therefore, although the data evaluation seems incomplete, advertisers still need to pay full attention to it and make good use of it, which is very beneficial to other evaluation methods.

Market assessment

Market evaluation is generally the patent of advertisers. Under normal circumstances, some advertisers' evaluation of advertising effectiveness is directly linked to market sales. Although this evaluation method is relatively extensive, it can verify the driving effect of advertising on its market and the accuracy of the planning direction of advertising itself. This view, although the market evaluation can not fully explain the effect of advertising, but if the sales volume is flat or declining, no matter how beautiful the advertisement looks, it is a failure.

Why? Obviously, this kind of advertisement does not combine the actual situation of advertisers with the right medicine. To be exact, this is the direction of advertising without fully understanding advertisers. So this will lead to a decline in sales to some extent. Of course, advertising is not the only factor, but if the market performance is not good, advertising is also very responsible.