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美国一邮购企业巨头有句名言:“花在广告上的钱有一半是扔到窗外去了,人们只是不知道扔出去的是哪一部分。”这句风趣的名言中隐含着一个问题,即广告效果的测定和评价问题。那么,中国的各种媒体广告效果究竟有多大?究竟用什么指标评价广告效果最科学?很多企业只知道“发行量大的报纸广告比发行量小的报纸广告好”,但究竟好多大的量?哪些方面好?就知之甚少。据调查,目前我国80％以上企业作广告时没有进行定量化的信息分析。建
The famous mail order giants in the United States have a famous saying: “Half of the money spent on advertisements is thrown out the window, and people just do not know which part they are thrown out of.” The implication of this famous phrase is that there is a problem Determination of advertising effectiveness and evaluation issues. So, what is the effect of various types of media advertising in China? After all, what is the most scientific evaluation of advertising effectiveness? Many companies only know that “circulation of newspaper ads is better than circulation of newspaper ads,” but a lot of large quantities What is good? According to the survey, at present, more than 80% of enterprises in China do not carry out quantitative information analysis. build