某國際集團(tuán)廣告?zhèn)鞑バЧu(píng)估方案(編輯修改稿)
2025-01-30 00:19 本頁面
【文章內(nèi)容簡介】 最終報(bào)告 7天Total（ N=1200） : 25日Total（ N=3000） : 45日Total（ N=6000） : 65日17廣告效果評(píng)估模型介紹 Overview Of The BuycTest Methodology (Sample)The BuycTest principle is that for advertising to be effective it must be involving and persuasive. The BuycTest difference is that it has a unique emotional response scale which indeed measures such a state of mind.This scale is not based on one question or a series of unrelated agree/disagree statements but on the superior Guttman scale method.This is a series of questions designed to measure involvement and persuasion, which allow us to classify consumers 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(fèi)者固定樣組數(shù)據(jù)對(duì)廣告效果的評(píng)估有著很好的動(dòng)態(tài)反映效果，所以本部分消費(fèi)者固定樣組數(shù)據(jù)將根據(jù)分析的需要免費(fèi)提供給貴方，以體現(xiàn)央視整合資源的優(yōu)勢(shì)。22環(huán)比 或月度平滑指數(shù) =（本月份市場(chǎng)容量 上月份市場(chǎng)容量） /上月份市場(chǎng)容量 ?100同比 或品牌成長指數(shù) =（本期市場(chǎng)容量 去年同期市場(chǎng)容量） /去年同期市場(chǎng)容量 ?100同比 或類成長指數(shù) =（本期市場(chǎng)容量 去年同期市場(chǎng)容量） /去年同期市場(chǎng)容量 ?100實(shí)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
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