structure: P1, summary of types of effectiveness; P2, different kinds of hierarchy-of-effects models: Colley's; McGuire; P3, two major criticisms: targeted audience; response
content: effectiveness (sales, affecting demand);
attitude:
words:
第一段:
什么时候ad有用什么时候没有一直收到争议。有三个view。第一个是ad和sales。第二个是hierarchy of effects excluding sale。第三个是entire hierarchy of effects including sale。
第二段:
讲hierarchy-of-effects models。举例两个。说model的criticism有两个。详细说其中一个,没有考虑marketing situation。
第一段:提出问题-观点对立
- advertising effective
○ advertising camps: only if it sells - investing relationship between expenditures & sales
○ marketing camps: intermediate effects in audience -effects up to any particular stage
○ Third : entire hierarchy effects
第二段:说明-举例 hierarchy-of-effect models & critism
- hierarchy-of-effect models的assume
○ 举例DAGMAR,IM
- two major criticism
○ 介绍:fail to consider the marketing situation:广告信息传递和目标受众
§ 举例ATR模型以及ATR模型和传统的区别
P1: How to evaluate effectiveness of advertising?Opinion 1: from sales (出题:细节题)
Opinion 2: ultimate objective (出题:细节题)
Compromise position: should be evaluated in terms of the entire hierarchy of effects
P2: Several different stages consumers pass through.
Colley: awareness-comprehension-conviction-action
McGuire: presentation-attention-comprehension-yielding-retention-behavior
Critic: fail to consider the marketing situation and consumer audience. Traditional model present advertising effectiveness as a sequence of ...(出题:传统的model怎么样?)
ATR: conceives effectiveness as a response at a particular stage depending on the history of consumer behavior. (出题:ATR?)
Main Idea: Point out one critic raised for hierarchy-of-effects model developed on the basis of compromise position. (出题:primary purpose?)
1'55
生词:hierarchy of effect营销学中会提到效果的等级,层级效果
1、啥时候广告才是算有效的呢?现在营销界和广告界就在争论这个话题。其中一方说只有当东西卖出去的时候才是有效的,因此要看广告费用和品牌销售的关系才能评估广告的有效性;另一方认为只有当品牌跟目标客户建立了关系然后又能满足这群人的需求之后,这个广告才能算是有效的。还讲了在制定战略的时候要考虑的妥协点。