【正文】
to be defined 范 圍 Scope 衛(wèi)生巾產(chǎn)品 (只有那些已有數(shù)據(jù)的產(chǎn)品 ) Sanitary napkin products (only products where data is available) 開 始 In 每季的開始 Start of quarter 結(jié) 束 Out 每季的結(jié)束 End of quarter 為何要進(jìn)行評估 reason for measurement 測評廣告的有效性 , 以提高年收入和市場份額 . 評估與廣告利用成本相關(guān)的銷售收入和市場份額結(jié)果 – 評估與整個市場廣告投入相比的投資回報(bào)率 To measure the effectiveness (cost related to impact) of advertising to improve revenue and market share. To evaluate the revenue and share generated relative to the cost of the advertising utilized – evaluate return on investment benchmarked against total advertising within the market. 與結(jié)果指標(biāo)的聯(lián)系 Linkage to results 廣告投入將影響銷售利潤及市場營銷份額 Sales return