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每个广告片将根据其目标人群,进行样本量为200的消费者观众在线调查。消费者调查样本选自浩顿英菲75万在线调查样本库,包括从一线大城市,到二、三及四线中小城市,广泛代表中国消费者。

评估调查问题包括,无提及的开放题来评估广告的注意力和品牌联系,购买倾向性问题以评估广告说服力, 以及具体的广告诊断问题已帮助进一步优化广告创意。

200个样本数据结束后,编码并经过检验后,数据中心对所有原始数据自动分类、整理、统计及分析报告。

评估报告通过互联网向客户实时提供,不仅包括单一广告的评估报告;而且提供不同消费者人群交叉分析,以及竞争品牌比较研究。

客户通过登陆www.adevaluation.com系统,自动获取报告,不但可以检查自己的广告效果,更为重要的,还可以密切监视竞争对手的最新广告动向。

 

访问流程

执行时,首先随机播放一组广告片(Clutter Reel)以模拟观众看电视时的情景,测试广告注意力和品牌联系等指标;然后再播放单一测试广告,评估说服力(购买驱动力);询问观众对于广告片总体感受,最后对广告片作创意诊断。

 

 

 

 

 

ADEvaluation衡量评估广告效果的关键指标

注意力-观众必须注意以及记住您的广告

注意力的提升需要从两个方面衡量:

  1. 观众在看您的广告时,他们是否喜欢?
  2. 您的广告是否编排剪辑得当,深深吸引观众的注意力,并使观众在您展示主要的情景和品牌产品时,注意力达到高潮?

品牌联系-观众必须知道是谁在卖什么商品

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  2. 您的广告与您的品牌和产品切合度如何?

说服力-观众必须被深深打动

评估观众对您的广告的劝说力的反应,需要衡量两个方面:

  1. 在向观众展开劝说攻势时,消费者对于宣传内容的认同度如何?
  2. 广告片创造了多少戏剧效果,对观众形成的情感冲击如何?

注意力 / 品牌联系 / 说服力 组成了ADEvaluation广告优化模型,衡量广告未来市场表现最主要的指标。使用这三方面的评估数据,将其综合为“广告效果评价指数(API)”