如何评价网络广告的效果（How to evaluate the effectiveness of online advertising）.docVIP

如何评价网络广告的效果（How to evaluate the effectiveness of online advertising） How to evaluate the effectiveness of online advertising? With the rapid development of the Internet, the network has gradually become television Radio, newspapers, magazines and outdoor advertising outside of the fourth major advertising media Body. Along with the rapid development of Internet advertising, a problem has been How to evaluate Internet advertisement release reasonably? After the effect, though, the network is inherently gifted with statistically accurate techniques However, the measurement of network advertising effectiveness has not been effectively solved, Moreover, this problem has become a constraint to the further development of online advertising industry Bottleneck of exhibition. Traditional media advertising effectiveness is generally assessed by inviting partial consumption Interviews with experts, ratings, or surveys of audiovisual rates, circulations, or statistics Sales performance analysis. In the course of implementation, due to time Is not strong (often need time, last month) subjective influence (investigators and the investigation and mutual influence of differences in subjective feelings), error caused by faults, manpower constraints of small samples and other reasons, often results in advertising effect evaluation and the real situation was far away. Measure and evaluate advertising effectiveness from the following aspects: (1) attention rate. The number of contacts, the range of contacts and the frequency of exposure to advertising in a given period of time, that is, the evaluation of the effectiveness of advertising communication. (2) arrival rate. It consists of three levels: popularity, comprehension, and assurance. Through advertising, the name of the enterprise brand in the consumers know how much, how many consumers understand the information conveyed by the advertisement, and change how many consumers convinced these messages and then take some of the psycho