【文章內(nèi)容簡介】 受訪者：選取10名年齡在23—40歲之間的工薪階層女性消費者作為受訪對象，將其組成受訪小組，并從中選取一名小組指導(dǎo)。（人員選取可從超市或飄影的用戶中選）。目的：測試廣告是否達到了創(chuàng)意人員想要表達的意圖，并對表達不確定的地方作進一步調(diào)整。內(nèi)容：將制作完成的廣告和印刷廣告展示在受訪者面前，從中了解以下信息：（1）受訪者是否了解廣告?zhèn)鞑サ氖鞘裁?，對廣告?zhèn)鞑サ漠a(chǎn)品信息和觀念信息是否明白，與創(chuàng)意人員的所要表達的意思是否一致。（2）對廣告有沒有好感，或者有什么樣的感覺。（3）看過廣告后，會采取什么樣的態(tài)度和行為。將受訪者的意見和討論信息加以收集、分析，然后將結(jié)果作為參考對廣告進行進一步的調(diào)整。 廣告效果事中預(yù)測與評估時間：2011年10月1日——2012年10月1日目標受訪者：在武漢內(nèi)五區(qū)各選取5戶工薪家庭。目的：確定廣告活動已達成的暴露度和效果的程度，以便進一步對廣告活動進行修正與評估。內(nèi)容：以電話訪問形式，對目標消費者進行追蹤訪問。訪問內(nèi)容大致如下（可根據(jù)具體情況靈活處理）：（1）是否看過飄影的廣告，是哪幾則（2）廣告內(nèi)容說明了什么（3）您對飄影的廣告是否有好感（4）當您看完廣告后，心里作何反應(yīng)？購買該產(chǎn)品的欲望是多少，什么因素促使您產(chǎn)生購買欲望？ 廣告效果事后預(yù)測與評估時間：2011年10月1日——2012年10月1日目標受訪者：在沈陽市內(nèi)各大超市，共發(fā)放500份問卷，發(fā)給年輕女性消費者，提交問卷的將免費被贈送10毫升飄影洗發(fā)水。目的：測定廣告是否達到與創(chuàng)作者意圖相符，此次廣告策劃是否完成了廣告目標：提升產(chǎn)品形象，增加產(chǎn)品在沈陽地區(qū)的知名度。并通過在超市發(fā)放問卷和贈送活動進一步擴大飄影的影響。結(jié)束語經(jīng)本人分析整合，在中國洗發(fā)水市場上，各大跨國企業(yè)，如寶潔、聯(lián)合利華等運用其強大的實力和多品牌細分戰(zhàn)略穩(wěn)穩(wěn)占據(jù)著中國洗發(fā)水市場75%的市場份額。而中國的洗發(fā)企業(yè)，如飄影，由于自身實力有限和盲目的跟風(fēng)策略：用明星代言，使得幾年來國產(chǎn)品牌一直處于一種模糊的市場定位狀態(tài)，也降低了消費者的認可度和購買率。其實，國產(chǎn)洗發(fā)品牌在市場上的低糜狀況并不是因為其產(chǎn)品質(zhì)量不好，公司的實力不強，而是因為其對產(chǎn)品的宣傳定位不當。任何一種產(chǎn)品都會有其獨特的優(yōu)勢和適應(yīng)的人群，只有經(jīng)過對市場、消費者、競爭者和產(chǎn)品的深入分析，細分出市場，定位產(chǎn)品和消費者，再經(jīng)過一系列的宣傳，才能將中國的洗發(fā)品牌成功地推入市場，成為受一定人群喜愛的產(chǎn)品。g an employment tribunal claimEmployment tribunals sort out disagreements between employers and employees.You may need to make a claim to an employment tribunal if: you don39。t agree with the disciplinary action your employer has taken against you your employer dismisses you and you think that you have been dismissed unfairly.For more information about dismissal and unfair dismissal, seeDismissal.You can make a claim to an employment tribunal, even if you haven39。tappealedagainst the disciplinary action your employer has taken against you. However, if you win your case, the tribunal may reduce any pensation awarded to you as a result of your failure to appeal.Remember that in most cases you must make an application to an employment tribunal within three months of the date when the event you are plaining about happened. If your application is received after this time limit, the tribunal will not usually accept it.If you are worried about how the time limits apply to you, take advice from one of the organisations listed underFurther help.Employment tribunals are less formal than some other courts, but it is still a legal process and you will need to give evidence under an oath or affirmation.Most people find making a claim to an employment tribunal challenging. If you are thinking about making a claim to an employment tribunal, you should get help straight away from one of the organisations listed underFurther help.If you are being represented by a solicitor at the tribunal, they may ask you to sign an agreement where you pay their fee out of your pensation if you win the case. This is known as adamagesbased agreement. In England and Wales, your solicitor can39。t charge you more than 35% of your pensation if you win the case.If you are thinking about signing up for a damagesbased agreement, you should make sure you39。re clear about the terms of the agreement. It might be best to get advice from an experienced adviser, for example, at a Citizens Advice Bureau.