ppt课件-advertising content analysis- s i u e（广告内容分析我u e）.pptVIP

Advertising Content Analysis A systematic, objective, and quantitative analysis of advertising conducted to infer a pattern of advertising practice or the elements of brands’ advertising strategies such as brand positioning, selling proposition, and creative tone If academic in nature, is usually used to identify trends in practice general relationships between ad characteristics and ad effects If applied in nature, is usually used to identify practice of competitors in terms of positioning, tone, audience, etc. Defining the Sample Universe In advertising content analysis (ACA), the units of m