摘要
对于广告投入的效果评价问题是非常复杂的。文中提出一个新的思路来解决这一问题,通过评价广告对品牌资产的贡献来评价广告投入的效果,并进一步分析了这种价值评价角度的原理和特点。
The Evaluation of advertising is a very complex problem, we propose a new way to solve this problem, we evaluate the effectiveness of advertising by the brand asset that caused by the advertising contribution, and further more we analysis the value evaluating principles and characteristics of the new way.
出处
《价值工程》
2008年第9期52-55,共4页
Value Engineering
关键词
广告
品牌资产
广告评价
价值评价
advertising
brand asset
evaluation of advertising
value evaluating
