Ad Survey and Effect Evaluation

Author: Cheng Shisan
Publisher:
Publish Date: 2003-09-01
Features: Advertising research and effectiveness studies are an indispensable part of modern advertising operations. The book's unique feature lies in its analysis of the characteristics and interrelationships of marketing and advertising operations under the new economy, as well as the content and basic methods of modern advertising research and effectiveness studies. It emphasizes the particularly important significance of consumer research for the formulation of advertising strategies and the desired advertising effects. It highlights how to analyze the marketing strategies for the target market of advertising products, how to determine the content and expression of advertising messages through research, and how to test the content and methods of effective communication of advertising messages. In the introduction to the basic methods of advertising research, it provides a detailed description of the characteristics, trends, and methods of qualitative research.
While elaborating on the basic theoretical framework and operational methods, the book uses numerous vivid examples for analysis, making it clear and highly practical. It is suitable as a textbook for advertising majors in universities and training institutions, as well as a reference for advertising professionals.