Corporate Advertising Effectiveness Evaluation System Study

Faced with increasingly intense marketing competition, most enterprises have realized the importance of advertising, however, after spending a lot on it, a majority of them have not attained the expected marketing goal. The efficiency of advertising campaigns is very low for most enterprises in China.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. 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.Upon the above basis, this thesis puts forward a system of criteria and methods to estimate advertising effects, which includes the evaluation both before the advertisement execution and also during and after it. The evaluation before the execution is to ensure proper advertising appeal, positioning and strategies, and it mainly includes the evaluation of major strategies before the execution and the test of target audience's attitude towards the creative execution style. The evaluation during the execution is to know the feedback of advertisement execution in time in order to adjust the advertising plan, and it mainly includes the examination of media's communication performance and the test of target audience's actual attitude towards advertisement; The evaluation after the execution is to assess the consequence of the advertising campaign through examining whether the goal set before the execution is achieved or not after the campaign.Finally, this thesis mentions the points for attention when the evaluation system is applied.