What is the best effect of advertising?

The best effect of advertising is to make people feel that it is not an advertisement, but a real thing, a spiritual exchange between your target groups, as cordial as the exchange between friends! The best effect of advertising is impressive. Personally, I think the best effect of advertising is to make others feel that it is not an advertisement. But tell a short story like a short story. Nowadays advertisements are always disgusting. . I want to change the channel after watching it. . Make an impression When you need this kind of thing, you can think of your product. One is to know why enterprises should do advertising evaluation, and the other is how to do it.

The significance of advertising evaluation:

First, it helps enterprises to choose effective media.

Different audiences have different contacts with the media, especially today when the communication industry is extremely developed. On the one hand, there are more and more types and quantities of media, and people have more and more choices. On the other hand, with the rapid increase of media types and the extreme expansion of choices, the audience groups are becoming more and more detailed, and the differences of different audience groups' contact with the media are getting bigger and bigger, making it more difficult to grasp the situation of the audience's contact with the media.

Therefore, the effectiveness of advertising can be greatly improved by studying the preferences and habits of target consumers in contact with the media and choosing effective media and time for advertising. Media is the effect. Effective media selection not only creates good advertising effects, but also creates good advertising benefits.

Secondly, it helps to improve the quality of advertising works.

Only excellent and creative advertising works can stand out in the vast ocean of information, attract advertisers' increasingly critical eyes and ears, leave a little memory for busy audiences, and finally promote consumers' buying behavior. Therefore, the "what to say" and "how to say" of advertisements have become the decisive factors to attract the audience's attention, enhance the audience's memory and stimulate the audience's purchase motivation.

By studying consumers' memory of advertisements and how to understand advertisements, we can find out whether the advertising communication effect meets the expectations of advertising design, improve the quality of advertising works and save advertising costs.

Third, help enterprises choose the right release time.

Whether the release timing is appropriate or not has a great influence on the advertising effect. If the opportunity is chosen properly, we can make full use of the favorable media conditions brought by favorable opportunities to enhance the communication effect of advertisements; If the timing is wrong, the advertising effect may be greatly reduced due to the influence of unfavorable conditions. The advantages and disadvantages of advertising opportunities are related to the types of products and services and the attention rate of target consumers. For example, during the World Cup, it is a golden opportunity for sportswear, sports drinks and other products; This is a disaster for most products or services that have nothing to do with sports. Secondly, the advertising volume is also an important factor affecting the advertising effect. The number of publications is insufficient, and the scope of information dissemination is limited, which also makes the audience contact rate too low to form memories; However, if there are too many advertisements, the absolute amount of advertising budget will increase and the marginal utility will decrease, which actually leads to the waste of investment. Thirdly, the choice of release time or place is also very important for the display of advertising effect. In the time of TV advertising, the effect of prime time is very different from that of midnight.

By studying the habit of the target consumers to pay attention to the media, and choosing the appropriate release time, release quantity and release time, the advertisement can be more direct and effective.

In short, enterprises are very concerned about the extent to which the target consumer groups are affected after advertisements are spread through the media. The study of advertising effect is of great significance for enterprises to develop successful advertisements, effectively use advertising fees, enhance product/brand image and promote sales.

Concept and content of advertising effect evaluation

From the formation process of advertising effect, advertising effect can be divided into three levels: advertising cognitive effect, advertising psychological effect and advertising sales effect. This is because the promotion of advertising to sales is not achieved overnight, but is gradually realized through consumers' cognition, understanding and purchase. Although the enterprise may be most concerned about the sales effect of advertising, it is difficult to achieve the sales effect of advertising without studying the other two stages.

If an enterprise wants to create an advertisement that has a strong impact on consumers, the investigation of the advertisement is comprehensive and continuous, running through the whole process from planning to implementation. The specific evaluation indicators and methods in the testing stage are as follows:

First, the advertising forecast test

Including target groups and product positioning; Market trends, market environment and competition; Media target and media selection;

The test methods that can be used are:

(A) group discussion test method

Starting from the target market of advertising, 8 ~ 12 people are invited to discuss specific advertising topics. In order to fully reflect the discussion, we can obtain the subjects' views on the advertisement through live recording, and analyze whether the intention expressed in the advertisement is consistent with the subjects' understanding.

(B) Questionnaire test method

According to the items to be understood, various questionnaires were designed, and the subjects answered questions according to the advertisements they saw or heard. The content of the questionnaire can be designed into various forms such as filling in the blanks, judging and asking questions according to specific questions. By sorting out the answers of the subjects, we can find the problems and determine the best advertising form.

(3) Comparative test method

Put the advertisements to be tested in two or more advertisements, and let the subjects arrange all the advertisements in order, or let the subjects point out their favorite advertisements, or let the subjects look at several advertisements first, and then let them explain which advertisements they remember. By comparing several works with each other, choose the best advertisement.

(4) Supplementary test methods

Give the subjects an incomplete and purposeful advertisement, or less pictures or words, and let the subjects choose from several optional words or patterns according to their own wishes and fill them in the advertisement. The part with the most opportunities should be excellent. In the test, we should pay attention to find out the reasons for the subjects' choice.

(5) postal testing methods

Print several kinds of advertising copies on postcards or send them in the form of letters, and compare the feedback quantity of various copies. A large number of copywriting shows that its advertising effect is better. This method is suitable for letter advertisements of specific consumers, but the disadvantage is that it lasts for a long time.

Second, advertising test.

The process measurement is carried out after the advertisement is released. Process measurement can directly understand the media audience's reaction to advertisements in their daily lives, and the conclusion is more accurate and reliable.

The contents of the test are: the popularity, memory, understanding, acceptance and reputation of the advertisement; Brand awareness, reputation and loyalty; Behavioral characteristics of target groups in advertisements.

The common methods to determine the advertising effect are as follows:

(A) market testing methods

First, choose one or two experimental areas to publish and play the designed advertisements, and then observe the experimental areas and the areas that have not been advertised at the same time. According to the media audience's reflection, we can compare the differences between the experimental area and the general area to determine the psychological effect of advertising promotion activities.

(2) letter inquiry method

This method is generally conducted in the form of a questionnaire. Generally speaking, the inquiry method should pay the respondents a certain amount of remuneration to encourage them to actively reply to feedback information. Questionnaires are usually anonymous, and the investigators are required to fill in basic information such as their age, occupation, education level, home address, per capita annual income of the family, etc. In order to test the psychological effect of advertisements, the questionnaire should list the survey questions as detailed as possible.

Third, advertising post-test.

Although the post-event measurement of advertising can not directly modify or supplement the completed advertising, it can comprehensively and accurately evaluate the effect of advertising activities. Therefore, on the one hand, the conclusion of measuring psychological effect afterwards can be used to measure the performance of this kind of advertising promotion activity; On the other hand, it can be used to evaluate the gains and losses of enterprise advertising planning, accumulate experience and sum up lessons to guide future advertising planning. The ex post measure of an advertisement has two meanings: 1, and the effect of an advertisement is measured as soon as it is released and broadcast; 2, advertising after a period of time, and then test its psychological effect.

The content of post-advertising test includes: the difference from the preset advertising target and the sales/market share;

The commonly used methods of post-advertising measurement mainly include the following:

(A) the main points of scoring methods

This law requires respondents to rate the important aspects of the published advertisements, and the sum of the scores is the actual effect of the advertisements. The specific scoring content is shown in the following table.

Scoring items are mainly scored according to the actual score of full marks.

Attraction attracts attention (creativity) 20

Cognitive awareness of the main points of advertising appeal 20 pages

What is the interest aroused by persuasive advertisements?

Love for advertising products 20

Instant buying behavior caused by advertising

The desire to buy caused by advertising

The degree of communication caused by the creativity of advertising copy 20

The media effect of comprehensive advertising 20 pages

(2) Determination of Schwelien

Schelling measurement is a method to measure the psychological effect of advertisements, which was invented by Schwerin Research Co in 1964 according to the principle of program analysis. There are three measurement methods: program effect measurement, advertising effect measurement and basic TV advertising test.

1, program effect measurement method. That is, a certain number of representative audiences are called to the theater. After the advertising planner explained the standards of the test, the audience was asked to rate and grade the advertising performance of the test according to their personal opinions. The grades are usually: a. interesting; B. general; C. it's boring After this test, please further explain which part of the advertising festival you like or hate, and explain the reasons. Or solicit the audience's opinions and suggestions on the advertising program. The advertising planner makes a statistical summary of the opinions on program improvement as an important basis for designing or making advertising programs in the future.

2, advertising effect measurement method. The content of advertising effect measurement method is basically the same as that of program effect measurement method, which is to invite representative audience to the cinema or studio to enjoy all kinds of measured advertising films. Different from the program effect measurement method, the media audience is required to choose their favorite products according to the ticket number of the contestants before watching the advertisements. Among these selected commodity brands, there are both brands that will be displayed in advertisements and brands of major competitors. After the advertisement, please ask the audience to choose again. If the brand choice of the advertised goods tested in this result is high, the higher part is the psychological effect of business.

After the test is completed, the products selected by the media audience are usually handed over to them. If the unit value of the goods is high, you can give them some other gifts.

3. Basic test methods for TV advertisements. The purpose of this test method is to objectively evaluate and judge the advantages and disadvantages of TV advertisements, and to test the effect of TV advertisements with standardized procedures. Basic TV advertising test items mainly include:

(1) Interesting response. Using collective response tester, measure the interest of media audience in each advertising picture;

(2) the degree of memory. Let the media audience recall the product brand, advertiser's name, screen content, advertising language, etc. in the advertisement by means of free answer;

(3) the degree of understanding. Understand the media audience's understanding of advertising content with free answer method;

(4) Diagnosis of advertising works. Let the media audience point out the characteristics of the advertisement and put forward suggestions for modification by means of free answer;

(5) Effect evaluation. In the form of questionnaire, this paper tests the overall impression left by this advertisement on the media audience, that is, the overall psychological effect of the advertisement;

(6) desire to buy. Let the media audience say whether they have the impulse or desire to buy advertising products;

(7) The overall effect of advertising. Let the media audience make an overall evaluation of the advertisement.