How Do I Evaluate the Effectiveness of TV Advertising?

Advertising effectiveness is the impact that advertising campaigns or advertising works have on consumers. Advertising effect in the narrow sense refers to the economic effect achieved by the advertisement, that is, the degree to which the advertisement achieves the set goal, which is the communication effect and sales effect usually included. Broadly speaking, advertising effects also include psychological and social effects. Psychological effect is the degree to which advertisements affect the audience's psychological cognition, emotions, and will. It is a concentrated expression of the communication, economic, educational, and social functions of advertising. The social effect of advertising is the impact of advertising on social morals, cultural education, ethics, and the environment. Good social effects can also bring good economic benefits to the enterprise. The evaluation of advertising effectiveness generally refers to the evaluation of the economic effects of advertising. The evaluation of advertising effectiveness is to investigate the consumer's exposure to various media, such as newspapers, magazines, radio, television, and outdoor advertising.

Advertising effectiveness evaluation

China's print media advertising value research system based on domestic authoritative market research and strategy provider (Kaiyuan Research) ^[2]

Introduction to advertising performance evaluation content

"Advertising Effectiveness Evaluation" is based on market research methods and data processing and statistical analysis techniques. It is designed to evaluate advertising effectiveness more effectively. The book is divided into seven chapters. The first chapter systematically sorts out the historical process of advertising effectiveness evaluation research. , Summarized the basic theory of advertising effect research in different periods and the procedures and content of advertising effect evaluation; Chapters 2 and 3 focus on the research methods of advertising effect evaluation (qualitative research, quantitative research); Chapters 4 to 1 The seven chapters evaluate the advertising copy, advertising media, advertising campaign, and advertising creative stages, supplemented by relevant cases to elaborate. It briefly introduces the foreign advertising ex-ante evaluation system.

Advertising effectiveness evaluation book catalog

Chapter I Overview of Advertising Performance Evaluation

The first section of the meaning and role of advertising effectiveness evaluation

Section 2 Characteristics of Advertising Effects and Evaluation Requirements

Section 3 Contents of Advertising Effectiveness Evaluation

Section 4 Procedure for Advertising Effectiveness Evaluation

Section 5 Historical Evolution of Advertising Effectiveness Evaluation

Chapter 2 Qualitative Research on Advertising Effectiveness Evaluation

Section I Laboratory Research

Section II Field Test

Section III Hybrid Method

Chapter 3 Quantitative Research on Advertising Effectiveness Evaluation

Section I Sampling Theory and Technology

Section 2 Questionnaire Design

Section 3 Evaluation Reliability

Section 4 Evaluation Validity

Chapter IV Evaluation of Advertising Copywriting

The essence of copy evaluation

Section 2 Method of Copywriting Evaluation

Section 3 Non-instrumental assessments

Chapter V Evaluation of Advertising Media Effects

Section 1 Comprehensive Evaluation Standards for Advertising Media

Section 2 Acquisition and Evaluation Index of Radio and TV Media Information

Section 3 Evaluation Indexes of Newspapers and Periodicals

Section 4 Evaluation of Other Advertising Media

Chapter 6 Evaluation of Advertising Campaign Performance

Section I Measurement of Advertising Campaign Performance

Section 2 Sales Effect Evaluation

Section III Evaluation of Psychological Effects

Chapter VII Effectiveness Evaluation of Advertising Creative Stage

Section 1 Evaluation Objectives and Contents

Section 2 Evaluation of Advertising Creative Design Stage

Section 3 Introduction to Foreign Advertising Prior Evaluation System

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