文档介绍：广告效果评估方案
调查内容 - 品牌诊断
广告对市场份额提升作用
- 以金额计算的（绝对值）
- 以数量计算的（绝对值）
- 市场成长率（相对值）
- 广告延伸效果
广告对品牌强弱的影响
5天
数据复核/处理 3天
主要结论阐述 5天
最终报告 7天
Total（N=1200）: 25日
Total（N=3000）: 45日
Total（N=6000）: 65日
广告效果评估模型介绍
Overview Of The BuycTest Methodology
(Sample)
The BuycTest principle is that for advertising to be effective it must be involving and persuasive.
The BuycTest difference is that it has a unique "emotional response" scale which indeed measures such a state of mind.
This scale is not based on one question or a series of unrelated agree/disagree statements but on the superior Guttman scale method.
This is a series of questions designed to measure involvement and persuasion, which allow us to classify consumers into three groups:
Persuaded - these consumers have been persuaded as well as involved by the ad... the ultimate response;
Overview Of The BuycTest Methodology
Involved - this group has found the ad relevant but has not found sufficient power in the message to be persuaded; and
Recall only - these consumers have played back the communications but have not found it relevant or persuasive
This emotional response scale is sensitive to brand user groups in the sample. This is strongly linked to the notion of relevance/persuasion within the framework of reinforcement. By itself this is sufficient evidence of the validity of the communication process underlying the BuycTest and the scale itself.
A schematic of the BuycTest scale appears below.
例：广告说服效果（Buy©Test原理）
Persuaded
Involved
Recall Only
(no effect)
By-Pass 5
60
25
10
高说服状态High Persuasion
30
50
15
Persuaded
Involved
Recall Only
(no effect)
By-Pass 5
吸引人但缺乏说服效用Entertaining but not persuasive
额外服务：
由于消费者固定样组数据对广告效果的评估有着很好的动态反映效果，所以本部分消费者固定样组数据将根据分析的需要免费提供给贵方，以体现央视整合资源的优势。
环比或月度平滑指数=（本月份市场容量-上月份市场容量）/上月份市场容量100
同比或品牌成长指数=（本期市场容量