What Is Advertising Industry Analysis?

Advertising analysis refers to the use of certain methods to analyze and determine the effectiveness of advertising to promote the sale of goods or services.

Advertising analysis

Advertising analysis refers to the use of certain methods to analyze and determine the effectiveness of advertising to promote the sale of goods or services.

Chinese name

Advertising analysis

Foreign name

Advertising analysis

Advertising analysis refers to the use of certain methods to analyze and determine the effectiveness of advertising to promote the sale of goods or services.

This method can be tested

Advertising analysis has four elements:

1. Respondents . Consumers surveyed.

2,

Advertising analysis should be a comprehensive measurement method. It is necessary to measure not only the sales effect of labor services or goods, its economic benefits, but also the effects of advertising itself, and the psychological effects of advertising audiences.

Advertising analysis sales analysis measurement

Sales analysis and measurement methods include statistical method, historical method, experimental method, comparison method, and sales promotion method.

1. Statistical method: Use statistical principles and calculation methods to estimate the ratio of advertising costs to product sales to determine advertising effectiveness. The specific methods are:

(A), advertising expense ratio method;

(B) Advertising effect ratio method;

(C) Advertising effectiveness method.

2. Historical method: Also known as the ex-post method or historical sales effect measurement method. Use the product sales status before and after the advertisement to explain the effect of the advertisement. The backlog of products before the ad is released, and the supply of the product is in short supply after the ad is released, indicating that the advertising effect is large.

3. Experimental method: Also called the actual sales effect measurement method, it is divided into the following types:

(A) Cost comparison method. For example, invest in different advertising budgets in three regions with similar market conditions. Calculate the impact of changes in advertising costs on sales figures in each region over time. You can determine the effectiveness of the ad.

(B) Regional comparison method. For example, there are 200,000 people in areas A and B, and the two areas are far apart, and the floating population is small. To test the effectiveness of newspaper advertisements, you can publish newspaper advertisements in place A, but not in place B. After a period of time (for example, two months), if the sales of land A are 1 million yuan, the sales of land B is 900,000 yuan. If two months ago, if the sales of the two places were 500,000 yuan, then it would be calculated that the sales of land A were 100,000 yuan more than land B. If the cost of publishing newspaper advertisements in land A was less than 100,000 yuan, Effective.

(C) Media combination method. Similar to the area comparison method. For example, the first place uses television and newspaper advertisements; the second place uses radio and newspaper advertisements; the third place uses television and magazine advertisements; the small place uses television and outdoor advertisements ... After a period of time, the sales situation in various places is compared and compared with the factory report. Compare the costs to determine what kind of advertising media is conducive to the sales of the product.

(D). Split contact method. In the same issue of newspapers or magazines, half of them were sent to place A and half of them were sent to place B. After a period of time, calculating the change in the sales of goods in the two regions can determine which of the A advertisement and the B advertisement has a great effect on the product sales.

4. Promotion Law: Choose A and B locations. A will publish both advertisements and promotions; B will only publish advertisements and stop all promotions. After a period of time, comparing the sales of the two places, we can measure the proportion of advertising effectiveness in the promotion.

Advertising analysis

Instead of indirectly looking at the effect of the advertisement after the release of the advertisement, from the increase or decrease in the sales of the product, the various psychological effects caused by the release of the advertising work directly to the recipient are used as the criterion for judging the effect of the advertisement.

The main items measured are: attention (whether consumers are exposed to ads and how attractive they are in advertising works), popularity (how many people in the consumer know the brand name and quality of the product), and understanding (consumers' understanding of the content of the advertising work) The degree of advertising, whether the theme of the advertisement is clear), the memory (the depth of the consumer s influence on the advertisement, whether they can recall the content of the advertisement), the purchase motivation (whether the consumer purchases the product at will or is affected by the advertisement), the audiovisual rate (ad How many consumers are reached).

The measurement of the effect of advertising itself is also divided into pre-measurement and post-measurement. In fact, ex-ante determination is the prediction before the advertising work is not officially released, also known as the pre-review method; ex-post determination is the summary measurement after the advertising work is officially released to the public, also known as the review method.

The specific methods of measuring the effect of advertisements include scoring method, postal method, question answering method, balance method, mechanical method, and interview method.

1. Scoring method: suitable for pre-measurement and post-measurement. Prior measurement can ask consumers to judge two or more advertisements on the spot to judge whether they are good or bad on the spot. You can list the titles, texts, illustrations, etc. of the advertisements, and ask consumers to judge the scores, so as to choose good advertisements to use. For post-mortem measurement, a list of all elements of the advertisement is sent to the consumer for rating or the consumer is invited to score on the spot.

2. Postal law: It is applicable to the post-mortem measurement of the direct letter 14 advertisement. It is stated in the direct letter advertisement that a detailed manual or a small sample can be obtained by letter. How many can be calculated from the return function) "" number of readers.

3. Question-and-answer method: It is mostly used for radio advertisements. After a TV or radio advertisement is played, questions are asked to the viewers, and immediate answers are required to test the understanding and memory of audiovisual audio. Generally, each time you call for happiness, sorrow, etc. (and mark several levels from opposite words). Finally, statistics are obtained based on the results.

The above three methods of measuring psychological effects can only measure the effects of a certain level of advertising psychology, and only explain some of the psychological effects of advertising, so they have their limitations. For this reason, a comprehensive psychological measurement method is still needed, and this method is also called the spread amplitude type method. It compares the comprehensive psychological effect of the advertisements with the coordinated psychological results of the advertisements, and then measures the overall effect of the advertisements. Of course, the indicators of various psychological effects of advertisements do not necessarily all develop in "parallel" to the same extent. Some may increase faster and some may increase slowly. These have become the basis for setting the goals of the next advertising campaign. ^[1]