The Elementary Study Of Advertisement Effect Evaluation Under The Background Of Media Industrialization In China

In 1979, the recovery of advertising industry not only evokes the enterprises' consciousness of advertisement investment, but also ignites the thought sparkle of marketization operation among media operators and pushes the mass media to develop on the way to industrialization. After 25 year's of grope and improvement, today, the industrialization of mass media has achieved great progress. The scale of media industry and the environment of media market are no longer as what they were in the past. However, upgraded competition among media operators, noisy communication environment, increased difficulties of effect evaluation and so on as side effects are coming with the flourish. In this situation, to evaluate the effective of advertising investment becomes the common sense of three parties, media, advertising agencies and advertisers, who are involved in advertising activity. Since the traditional and present evaluating ideas and measurements do not absolutely fit for new ROI evaluation, converting the exiting evaluation notions, developing effective measuring indexes for advertising ROI, and perfecting scientific evaluating systems become an urgent task and have great significance in both theory and practice field.The media industry in China has greatly influenced by global macro communication environment and domestic microenvironment of economic, society and culture. Starting from understanding this influence, in Chapter One, the author presents the specialty of global communication environment after digital development, explosion of media systems, conversion of information consumption and violent competition between media operators. Besides that, the author concludes the main factors that push the industrialization of Chinese media, lists the 20 years' history the media industry has covered and raises the inevitability that advertising participants will emphasize and reinforce the theory and practice of advertisement communication effects and potential demand on ROI measurement. What's more, this chapter provides sufficient reasons whycommunication effect evaluation of western classic needs to have local development.Based on the study of foreign classic literatures and methodology works, in chapter two, the author first makes an overall review of the evolution of media communication theories. From that, we can detect the difference between the communication patterns in different times and how the communication effect evaluation is influenced. From quantitative and qualitative research aspects, the author summarized the indexes and methods that are Chinese advertisers' favorite and learning models. By comparing these basic evaluation approaches with their developing backgrounds, the author analyzes the fitness of foreign measurement to Chinese media environment, and brings forward the fact: the social-related theories have to march with time and change with place.Carrying this thought, the author does a systematic research on evolution of evaluation notions and methods, aiming at media operators, media agencies and advertisers separately. With the market rights go from sellers to buyers, media operators feel difficult to make money and begin to strengthen the competition consciousness. Although CCTV still occupies the top of Chinese media structure, it keeps improving the media effect evaluation to make its communication more persuasive. However, Chinese domestic advertising companies, especially the media agencies have not formed a system of advertising communication evaluation, and their specific operation methods and indexes are far weaker than methodology and evaluation software in multinational media agencies that developed for half century. Thus, in Chapter four, the author talks about the media system renovation and evaluation software development made by the multinational media agency to adapt to the Chinese media characteristics. From domestic and multinational advertiser two facets, the author points out the rational trend of investment evaluation among local advertisers and correct change among the multinat...