The so-called advertising effect not only refers to expanding sales as people usually understand, but also includes communication effect. In fact, the communication effect is a potential sales effect, and its influence is greater and longer than the sales effect itself. Therefore, the effect evaluation of Guangguo should be evaluated from two aspects: communication effect and sales effect.

I. Evaluation of communication effect

The communication effect of advertisement is the memory, recall, understanding and cognition of the advertisement itself by the advertisement receiver. The items to measure the communication effect are: attention, popularity, memory, audio-visual rate and so on. By measuring these items, we can judge the psychological effect of advertisements on consumers. The communication effect of advertising mainly depends on the advertising itself, including the choice of advertising target, advertising design and production skills, media selection and many other aspects.

Second, the sales effect evaluation

The sales effect of advertising refers to the sales situation of products presented through advertising activities. An important purpose of advertising is to promote sales. Evaluating the sales effect of advertising is an important content to measure the overall effect of advertising. If through advertising, product sales increase and sales area expand, indicating that the advertising effect is good; Conversely, the effect is not good. Sales effect evaluation, that is, after advertising, measure the sales area and sales volume, and the calculation method is as follows:

(A) advertising effect ratio method. That is, according to the ratio of sales growth rate to advertising growth rate in a certain period. The formula is:

Advertising effectiveness ratio = sales volume (amount) growth rate/wide manuscript fee growth rate * 100%.

According to this method, the smaller the growth rate of advertising fees, the greater the growth rate of sales and the greater the advertising effect.

(2) Advertising Efficiency Law. That is, the ratio of the increase in sales caused by advertising to the advertising fee. The formula is:

R=(S2-S 1)/P

Where: R-advertising revenue per yuan.

S2-the average sales after advertising in this period.

S 1-average sales before advertising during this period.

P- advertising expenses

(3) Advertising fee proportional method. That is, the ratio of advertising expenditure to commodity sales during the same period. The formula is:

Advertising fee ratio = advertising fee for a certain period/sales amount for a certain period * 100%.

According to this method, the smaller the advertising fee, the greater the advertising effect; On the contrary, the smaller the advertising effect. For the determination of sales effect, we should also pay attention to:

(1) Compare the actual sales level before and after the advertisement to see how the sales growth rate is;

(2) Whether the market share of commodities is improved; (3) Whether the profit of the enterprise increases after the advertising investment;

(4) Whether the choice of advertising media is reasonable;

(5) Whether the advertising strategy is used correctly;

(6) Whether the advertising target has been achieved.