2008电视媒体广告效应系数研究

Abstract

æ ¬ç ç©¶å ¨2007å¹´é» å æ°´ç­ äººç 究(è§ ã ç °ä»£å¹¿å ã 2007年第8æ )ç å ºç¡ ä¸ ,å å «é è¿ ä¸ é¡¹è° æ ¥,è ·å¾ å ¨å ½30个å å¸ ç 6000å æ¶ è´¹è ã 200å ç» é å 对87å®¶ç µè§ å °ç ç ¸å ³èµ æ ã å æ ç» æ 表æ ,â é» å æ°´ç­ äºº2007å¹´ç 究æ å¾ ç åª ä½ å¹¿å æ åº ç³»æ °ç å å­ æ¨¡å æ ¯ç¨³å® ç ,æ ¹æ ®è¯¥æ¨¡å æ ¥æµ é åª ä½ é å å ¨å¹¿å ä¸ ç ä½ ç ¨æ ¯å ¯é ç ;â ¡å ç µè§ å °ç CMEAcå CMEAdæµ é å ¼é ½ä¸ å ,ä¸­å¤®ç µè§ å °æ è®ºæ ¯CMEAcè¿ æ ¯CMEAdé ½é ¥é ¥é¢ å ã æ ¬æ è¿ å°±è¿ äº ç ç©¶ç» æ å¦ ä½ è¿ ç ¨,å äº å ·ä½ ç ä» ç» ,ä»¥ä¾¿åª ä½ è®¡å è ã 广å ä¸»å ¨å® è·µä¸­å ä»¥è¿ ç ¨ã ã è ±æ æ è¦ ã TV Advertising Effect Index is intended to measure the values TV media attaches to advertisements. With a concentration on qualita- tive aspects of media (i.e., media characteristics), this index complements the traditional quantitative evaluation system based on the TV Audience Rating. The 2008 TV Advertising Effect Index is obtained from evaluations of 87 TV stations by 6000 consumers across 30 cities in the nation. Results show that advertising effects differ in terms of credibility, impact, attraction, and advertisement impression of TV media. Comparing these four characteristics of different TV media offers directions for media's improvement of advertising management. Besides, this study discusses how TV Advertising Effect Index system and TV Audience Rating system can be integrated to provide advertisers and agencies with a more effective evaluation and implementation system for their media plan.