案例：康師傅廣告評估(編輯修改稿)

2026-02-23 19:24 本頁面

　

【文章內容簡介】 5天數據復核 /處理 3天主要結論闡述 5天最終報告 7天Total（ N=1200） : 25日Total（ N=3000） : 45日Total（ N=6000） : 65日16廣告效果評估模型介紹 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。17Overview 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 munications but have not found it relevant or persuasiveThis 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 munication process underlying the BuycTest and the scale itself.A schematic of the BuycTest scale appears below.18例：廣告說服效果（ Buy169。Test原理）PersuadedInvolvedRecall Only (no effect)ByPass 5602510高說服狀態 High Persuasion19305015PersuadedInvolvedRecall Only (no effect)ByPass 5吸引人但缺乏說服效用 Entertaining but not persuasive20額外服務：由于消費者固定樣組數據對廣告效果的評估有著很好的動態反映效果，所以本部分消費者固定樣組數據將根據分析的需要免費提供給貴方，以體現央視整合資源的優勢。21環比或月度平滑指數 =（本月份市場容量上月份市場容量） /上月份市場容量 ?100

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案例：康師傅廣告評估(已修改)

案例：康師傅廣告評估(編輯修改稿)

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