A method for evaluating the effectiveness of advertising ROI

With the rapid development of new media (Internet and mobile phone), a variety of advertising patterns dazzling, the author through long-term practice and research, summed up the practical Advertising effectiveness evaluation formula (so-called efficiency, refers to input-output ratio), I believe that we use the shortest time to judge the value of media advertising, reasonable media delivery to help.    through the image above, we can see that the nature of corporate advertising is: Find your target audience, attract their attention, and then effectively transfer the relevant information. Therefore, the first consideration of advertising, is to assess the delivery can bring you the number of target population? Second, is to assess the user's exposure to the advertising depth? All advertising, ça.   Assessment of the target audience for the advertising campaign. Different types of advertising activities have different goals, so it is necessary to accurately target the characteristics and scope of the population, for example, the brand activities focus on the social impact, the target population may even be larger than the target consumers, and promotional activities to achieve direct purchase for the purpose, The target group is the people who now have the power to consume and consume. The former tends to focus on arrivals and the latter in favor of effective arrival rates.   Ii. assess the media in contact with the target audience. Advertisers often make mistakes is to see where lively or media salesman's drum, blindly choose media. For example, super Girls lively, but may not be suitable for you, because your target group may be middle-aged and elderly. Therefore, the arrival of a high number of media is not necessarily the effective arrival rate of the media. The advertising price of a single medium is determined by the supply and demand situation. The advertising value of the media is relative to the demand of different advertisers.   Iii. assess the depth of the target population's exposure to different media. There are many types of media, and there are also a variety of advertising, but it is important to grasp a principle, that is, "target users in this ad position on how much attention to stay?" This is closely related to the advertising environment. For example, Sina's traffic, although very large, but the eyeball is focused on the news information on the attention, the page ads dazzling, advertising interference degree is very large. In turn, Baidu's advertising environment clean, although the target population may be less than Sina, but its advertising interference degree of small, effective contact depth is high. Therefore, we can also judge under the street signs, newspaper ads, television ads, and so on, contact depth.   IV. assessment of active attention and passive attention. What needs to be emphasized here is that the media from the user's habits, can be divided into two types: active attention and passive attention. For example, Sina more lively, go up bored people more, inadvertently see the possibility of advertising more, and Baidu's active information demand is very strong, user demand is obvious, the corresponding contact depth of the advertisement is high.   V. Evaluate the marginal effectiveness of media advertising. In fact, each media has its specific functions and utility, long guns short guns, how to integrate the use, mutual supplement, isMost important. In any advertising strategy, it is usually the first choice of "cannon" bombing, the use of high intensity of the media to start the brand, and then use the "rifle" targeted Sentinel strike to solve personalized or regionalization of the promotion problem.  1, different media for different groups of people to achieve different goals, to achieve the effect of combination boxing. 2, because the number of the target population is specific, so the media put the marginal utility of the first rise and then reduce, this in the evaluation of advertising capacity, especially to note that when the marginal cost near the marginal capacity, do not consider the launch. 3. Pareto optimization principle. Under the premise of constant funds, it is necessary to consider the media with high marginal capacity, and then select the media with low marginal capacity, as a supplement, to enlarge the reach target crowd and contact frequency.   Vi. Evaluate the contribution of advertising media selection to "topic marketing". What is the simplest way to advertise? is a flyer. Database marketing, is the most marginal capacity of the advertising delivery, suitable for small businesses such as street corner. But for big companies, reaching scale is not going to improve, so it is necessary to use the mass media. The first feature of the   mass media is that it reaches a wide range of people; the second feature is that it is conducive to the development of "topic marketing". People tend to focus on the 1th, but ignore the 2nd. With the help of "topic marketing" and PR communication, it will make the advertising efficiency geometric expansion, the activities or events of common concern, will make "word-of-mouth communication" become possible, the target crowd contact depth will be greatly improved.   The public's attention is always dispersed, if you can focus on the "event" or "topic", good use of mass media, as well as network forums, to carry out successful public relations activities planning, then you will achieve a multiplier effect. This is why Star Conference, star endorsement is easy to attract attention, the use of CCTV's popular activities for brand placement is easy to become the reason for the topic.   Media mix, don't forget PR spread.   VII. evaluation of creative ways advertising contacts and contact depth and advertising creative also have a close relationship, good creative way can effectively enhance people's interest and attention, and extend the attention time, deepen user impression. Therefore, the advertisement originality from the theme, the design, the content, the stimulation way and so on each aspect all needs to carry on the effective optimization, only then is advantageous promotes the advertisement the efficiency. Generally speaking, how is the land is important, can cover what kind of building, then look at their own.   combined with the above summary, we can take a look at the recent hot media issues:  1, Baidu's "bidding rankings", "precision marketing", "full flow advertising" and "Community marketing" advertising effectiveness comparison.   Analysis: You can see, Baidu's above advertising products, representing the portal to search the basic type of advertising, its effectiveness, but also need to be based on their own experience to evaluate.  2, Baidu "PPC" Advertising modelAnd Sina's "advertising exposure" mode comparison.   Analysis: Advertising mode million change in two kinds: active contact and passive contact. Traditional advertising is "placed" passive contact, and search engine advertising is the active search for information when the "active contact", therefore, the two contact depth is not the same, the former suitable for brand exposure, the latter suitable for promotion.  3, the pattern of the audience and Baidu model comparison.   Analysis: The focus is still the traditional advertising model, Baidu is the new advertising model. But the so-called new and old mode is the same, Baidu also needs to use more advanced information search technology to meet people's needs, attract more people to use Baidu, to achieve greater exposure to advertising.  4, media billing mode problem.   Analysis: Although the network can directly achieve the payment of the purchase effect, but the evaluation of network advertising value of the CPC or even CPA way, is obviously unscientific. According to the above analysis, we can see that the essence of advertising is still "placed", the realization of brand violence is the most fundamental function of the media, the impact of CPC and CPA factors are also subject to the advertisers brand and product own attention, as well as the impact of advertising creativity. Therefore, the standard of media billing, I think, can only be CPM, that is, exposure costs.   At present, there are many calls for the introduction of CPC and even CPA, but in fact all ignore the nature of the problem, that is, the media and agents do not provide information on each advertising position of the true CPM data and charts, the market also lacks independent authority of third-party investigative agencies, That is why advertisers do not have a reasonable effect assessment. The problem of "second-hand car market" formed by asymmetric information is the root cause of the distortion of current media value evaluation.  5, on the issue of media management.   Analysis: In essence, the media revenue model is nothing more than three kinds: from the user charges, from the third party fees, as well as the brand activity income. Including the issue fee (subscription fee), a variety of value-added services, advertising fees, agency fees, user information fees, brand name cooperation fees, award awards and so on. Starting from the user's use value optimization, is the basic starting point of media management.  6, the business of the agent.   Analysis: At present, the advertising agency's revenue model is essentially, from the media to buy a low price advertising, and then through the service agent, will be advertising a high price to sell advertisers. The service ability of the agent lies in the reasonable choice of media and the rational planning and execution of creative ideas. But at present, many advertisers will pay attention to whether the agent to get cheap prices, a little different. In the long run, the improvement of the service ability of the agent depends on the improvement of the business owner's ability to understand the advertisement.    If you have any questions about media advertising planning, welcome to exchange with me. e-mail:songan001@gmail.comqq:67678157   reference: 1, China advertising AgencyThe existing problems and reasons 2, good Yeju Hairong: Web2.0 era of internet advertising marketing Road