康師傅廣告評估ppt課件-在線瀏覽
2025-06-16 00:30本頁面
【正文】 卷v 確認到三方的執(zhí)行v 確認報告v 進行必要的其他支持16時間入戶 N=300/城市 問卷設計 3天項目培訓 /問卷印刷 2天執(zhí)行 5天數(shù)據(jù)復核 /處理 3天主要結(jié)論闡述 5天 最終報告 7天Total（ N=1200） : 25日Total（ N=3000） : 45日Total（ N=6000） : 65日17廣告效果評估模型介紹 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:18Overview Of The BuycTest Methodology andTest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：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。Periods大規(guī)模廣告投放期Time 1 : 15,2022 Time 2 :912,2022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
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