Analysis of communication effectiveness survey Advertising.docVIP

 PAGE \* MERGEFORMAT 9 Analysis of communication effectiveness survey Advertising Before the start of the campaign, first determine the market situation, according to the determination of the value as a reference point, decisions must meet advertising goals, determined in accordance with the objectives to carry out activities. Advertising campaign is completed, need to make a study to determine whether the intended target, and this is a complete advertising management process. First, the basic structure of the advertising market testing 1, test the psychological effects of Advertising goal is to change the attitude of the audience, in the process of changing attitudes, is divided into the unknown, well-known, understanding, confident, action in five stages. Therefore, to reduce the number of unknown rate and increase the number of well-known rate, to understand rates, convinced that rate and the rate of action will become the primary objective of advertising. In the cold medicine on the market, brand complexity, consumer perception blurred, a new brand to stand out, easier said than done! After in-depth and detailed market research, the ‘white with black’ to ‘blank sheet of black films’ image seized the opportunity and established the advertising slogan just concise’ treatment of a cold, black and white ‘, Advertising Communication’s core message is’ the day wear white film, not sleepy; evening wear black films, sleep incense ‘, so that product names and advertising appeals consistent and quickly establish its reputation. In a later survey, consumers think ‘white with black’ in the name of a brand new product features to ‘meet the needs of real-life’, and thus remember the brand has become a cold, one of the main candidates for the brand. ‘White with black’ in today’s cold medicine on the market still holds a strong position, with their psychological needs for consumers to carry out simple, effective dissemination activities inseparable. 2, the test ad-