广告效果评估体系 meaning in Chinese
dagmar
Examples
- After analyzing the current situation of enterprises " advertising operation , this thesis points out that the low efficiency of advertising campaigns lies in wrong advertising conception and poor advertising management
通过论述“有效的广告管理”的关键在于“正确评估广告效果” ，本文提出了建立科学的广告效果评估体系的必要性。 - By expounding that correct evaluation of advertising effects is crucial for effective advertising management , this thesis puts forward the necessity of establishing a scientific system to evaluate advertising effects . then , with the theories of marketing and management , this thesis discusses the basis upon which the scientific evaluation system is established . the basis include : to evaluate advertising effects during the whole stages of the activity ； to evaluate advertising effects with marketing as the core ； to evaluate advertising effects from the point of target audience ； to evaluate advertising effects with both qualitative research and quantitative research
接着，本文从营销学和管理学的角度，论述了建立科学的广告效果评估体系的基本原则，具体包括：以“目标管理”的原理论述了“要全过程地评估广告效果” ；从广告在现代营销活动中的地位出发论述了“要以销售为中心评估广告效果” ；以“整合营销传播理论”论述了“要从目标消费人群的角度评估广告效果” ；从对定性研究与定量研究的比较出发论述了“要定性研究与定量研究相结合评估广告效果” 。