Assessment Methods Based On The Sales Of Advertising Effectiveness Study

With the serious competition of enterprises, the expansion of advertisements' effects, the development of modern technology, and the improvement of business managerial level, advertisements play a more and more important role in social economy, especially in promoting products. Ads have become a vital weapon for a corporation. Advertisements' turnover has reached 90,314.64 million yuan in 2002 from 234.07 million yuan in 1983. Such a large growth, but how many ads are useful? So the research for evaluating methods of ads effect hits the target. Many scholars make deep researches on this subject. However, making an overview of all these researches, I find most of their methods are in static and single angles. But ads influence is various. How to reveal all effects of ads and how to reflect actively are main subjects in this paper.This paper first summarizes and analyses research results from home and abroad . Then a comparison is made between the two methods used in enterprises. At last I combine the two methods. Furthermore, useful methods for evaluating ads effects home and abroad are introduced in this paper. I analyze the advantages and disadvantages of the methods and revising them from the angles of sale quantum and ads expenditure. Some revising coefficients are brought to make the evaluation. This revise make the evaluation results reflect not only short-term effect but also the accumulating effect and lagging effect. These coefficients guarantee the results to be more reasonable and more actual tempt.A new evaluating method, built on a certain hypotheses, is constructed on the basis of these analyses. This method includes various factors and brings in oblivious gene, the response coefficient of promoting effect. Thus, it briefs the procedure of evaluating ads effects. At the last part of this paper, I took Dalian DaXian communication limited company as the specimen to evaluate its promotion effect in September. From data collection and questionnaires, I got the real fact of their ads effects. The result shows that this method could reflect the ads effect in a better way. Hence, the applicable and practicable features of this method imply that it can be used as a gist of ads effect evaluation and provide theories for reasonable advertising decision.