廣告?zhèn)鞑バЧu估(編輯修改稿)
2025-01-28 07:16 本頁面
【文章內(nèi)容簡介】 nsumers into three groups: Persuaded these consumers have been persuaded as well as involved by the ad... the ultimate response。18Overview Of The BuycTest Methodology Involved this group has found the ad relevant but has not found sufficient power in the message to be persuaded。 and Recall only these consumers have played back the munications but have not found it relevant or persuasiveThis emotional response scale is sensitive to brand user groups in the sample. This is strongly linked to the notion of relevance/persuasion within the framework of reinforcement. By itself this is sufficient evidence of the validity of the munication process underlying the BuycTest and the scale itself.A schematic of the BuycTest scale appears below.19例：廣告說服效果（ Buy169。Test原理 ）PersuadedInvolvedRecall Only (no effect)ByPass 5602510高說服狀態(tài) High Persuasion20305015PersuadedInvolvedRecall Only (no effect)ByPass 5吸引人但缺乏說服效用 Entertaining but not persuasive21額外服務(wù)：由于消費者固定樣組數(shù)據(jù)對廣告效果的評估有著很好的動態(tài)反映效果，所以本部分消費者固定樣組數(shù)據(jù)將根據(jù)分析的需要免費提供給貴方，以體現(xiàn)央視整合資源的優(yōu)勢。22環(huán)比 或月度平滑指數(shù) =（本月份市場容量 上月份市場容量） /上月份市場容量 ?100同比 或品牌成長指數(shù) =（本期市場容量 去年同期市場容量） /去年同期市場容量 ?100同比 或類成長指數(shù) =（本期市場容量 去年同期市場容量） /去年同期市場容量 ?100實際成長指數(shù) =品牌成長指數(shù) 類成長指數(shù)品牌 A 品牌 B品牌 A 品牌 B環(huán)比同比總體來說， B品牌的廣告投放比 A品牌的廣告投放更有效，帶來了銷售的真正成長 廣告效應(yīng)廣告效應(yīng)廣告效應(yīng)Volume Based利用 C PANEL數(shù)據(jù)，對廣告帶來的市場成長率分析23注：產(chǎn)品數(shù)據(jù)來源于 C PANEL， 廣告數(shù)據(jù)由客戶提供。Periods大規(guī)模廣告投放期Time 1 : 15,2023 Time 2 :912,2023廣告投放CarryOver Effect廣告延伸效果利用 C PANEL數(shù)據(jù)，對廣告延伸效果和激發(fā)消費者嘗試意愿效果24研究費用 (方案一，入戶 ) 4城市入戶 人民幣執(zhí)行 80*1200=96,000設(shè)計與分析 10,000分城市報告 6,000Total: 112,00010城市執(zhí)行 85*3000=255,000設(shè)計與分析 10,000分城市報告 10,000折扣優(yōu)惠（ 95%）Total: 261,25020城市執(zhí)行 87*6000=522,000設(shè)計與分析 10,000分城市報告 20,000折扣優(yōu)惠（
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