8 广告调研与效果评估.pdf

8 广告调研与效果评估广告调研与效果评估 本章目标 现代广告运作的基本的特性，就是通过对广告产品和销售目标之 间的多种未知数的把握和确定间的多种未知数的把握和确定，，寻找从产品到销售目标之间的最寻找从产品到销售目标之间的最 佳途径并且通过计划来执行它们。作为广告运作之前、之中和之 后存在的未知数是存在于广告运作之外的客观事实，是广告运作 的前提和背景的前提和背景，广告运作者不但不能忽视它们广告运作者不但不能忽视它们，而且而且，要进行有要进行有 效的调研和评估以明确地把握。 1 In order to understand consumer response toIn order to understand consumer response to anananan advertisingadvertisingadvertisingadvertising messagemessagemessagemessage andandandand totototo planplanplanplan advertisingadvertisingadvertisingadvertising that has impact on consumers, marketers needthat has impact on consumers, marketers need totototo dodododo research.research.research.research. ThisThisThisThis effort,effort,effort,effort, whichwhichwhichwhich includesincludesincludesincludes market and competitive research as well asmarket and competitive research as well as consumerconsumerconsumerconsumer research,research,research,research, becomesbecomesbecomesbecomes thethethethe foundationfoundationfoundationfoundation for the advertising plan.for the advertising plan. 2 TheThe finalfinal sectionsection inin aa campaigncampaign planplan isis aa planplan forfor evaluating the effectiveness of the marketing communication pproggram or camppaiggn. Similarly,y, the final step in implementation is to assess the outcome or results of the plan. Why do evaluation? The first reason is that the stakes in makingmaking anan advertisingadvertising misstepmisstep areare highhigh. TheThe secondsecond reason is advertising optimization: that means reducing risk byy testing,g, analyyzing,g, trackingg pperformance,, and making changes where possible to increase the performance of the advertising. The third reason is to learn what works and what doesn’t—in other words, to identify best p