Impact Assessment Study, Based On Exposure To The Analysis Of The Nice Toothpaste Television Advertising To Spread

Today lots of enterprises expended huge outlays on many advertisements, whereas the effect of advertisements didn't achieve the prospective marketing goal. In most enterprises, the common problems are that the ability of managing advertisements is poor and the profits from investing is low. According to the WTO protocol, the capital from foreign country can be invested to Chinese advertisements after November, 2005. The advertising industry will be shuffled again. What will our enterprises do at that time?With the theories of Marketing and Management, this thesis discusses the bases that how to establish the scientific evaluation system based on contacting analyses of audience rating . The bases include: to evaluate advertising effects with the target and partition of market; to evaluate advertising effects with marketing as the core; to evaluate advertising effects from the point of target audience; to evaluate advertising effects with quantitative research based on contacting analyses.With the theories and advertising experiences of many 4A companies, I makes a thorough study on advertising of NICE toothpaste in ChangSha. The thesis elaborates the marketing target, the marketing partition and the advertising strategy of this new production. And then based on contacting analyses, the thesis evaluates advertising effects of ChangSha TV market in the first half of 2005.The advertising plan of Jul. and Aug. was changed according to the evaluation. By the data whichwas gained after the change, we can find that it benefited from the adjustability.At last, the thesis introduces some new ideas which was advanced by 4A companies during their advertising practices in China. The ideas can edify the managers of companies, avoid repetitive mistakes, and use the effects evaluation system advanced by this thesis advisably.