Dina Advertisement Effect Evaluation(DAEE)

DAEE: Dina Advertisement Effect Evaluation

The definition: "Advertisement is a fee-charging public communication measure, whose final objective is to deliver information, change people's attitude towards the advertised products and arouse purchase to profit advertisement launchers."

Advertisement effect is an input-output process and the objective of advertisement launch. Such effect has appeared when advertisement is produced. When the advertisement is issued in media, the effect takes place. When consumers listen or watch the advertisement, recognition effect happens; when the advertisement is understood gradually and loved, psychological change effect happens; when advertised products are purchased, purchase effect happens. Therefore, the effect is shown at every stage of advertisement flow.

According to advertisement's influence on its target group, the effect can be divided into the following three levels:

1. Spread effect:

2. Psychological Effect:

3: Behavioral Effect:

Advertisement launchers are looking forward to behavioral effect brought by advertisement, such as sales volume and purchase. However, in terms of most advertisements, a long period is needed to influence their target groups gradually and to integrate with other marketing factors. Only in this way can produce the behaviors expected by advertisement-launchers in target groups. Compared with sales promotion and salespersons, advertisement usually makes indistinctive contribution to the expected behaviors. Under many circumstances, it is hard to measure advertisement effect with behavior index during advertisement activities. A great deal of advertisement companies and some advertisement launchers have been used to purchasing audience rating from market research companies as an index to evaluate advertisement effect. But many people fail to realize that audience rating can only reflect the effectiveness of media planning, with a great gap between the real effects that advertisement itself achieves. 

Over past decade, the average advertisement acceptance in China grows rapidly, which results in a great decline in consumers' attention, sensitivity and trust to advertisement. Therefore, it is of less and less significance for advertisement launcher to evaluate simply advertisement's spread effect.

The most obvious difference between psychological effect and spread effect is that spread effect only surveys the arrival rate of advertisement to target group's "eye balls" while psychological effect research penetrates with target group's "brain" or "psychology".

Dina, together with Tsingha University Chinese Enterprises Research Center, carries out extensive and deep research and establish, on the basis of summing up and absorbing foreign and domestic research achievement on advertisement effect evaluation, Dina Advertisement Effect Evaluation Model (DAEE). The basic structure is shown as follows:

Dina Advertisement Effect Evaluation Model(DAEE)

During survey is implemented, the indexes contrasted before and after advertisement effect evaluation include aided popularity degree, unaided popularity degree, familiarity degree, reputation degree, partiality degree and so on.

The model's key feature is that it not only reflects advertisement psychological effect, but also it discloses advertisement's good and bad sides and the influence of each factor to decide customers' final purchase. Acquaintance with these factors is beneficial for advertisement companies /advertisement launchers to produce or launch better and more effective advertisement according to the feedback from target market in their future operation. A sentence popular in advertising goes like this: "A half in advertisement expenditure is wasted, but we don't know which half."Our research is to answer the question.

In above-mentioned DAEE model, each latent variable is measured by some measurable ariables. As for advertisement contact, radio advertisement can be measured by such indexes as frequency, length and time and graphic advertisements such as newspaper or magazine can be measured by such indexes as advertisement's area and page. Advertisement memory can be measured by such indexes as products, brand, slogan, mouthpiece, scene (plot) and background music.

When the effect of concrete advertisement is evaluated, the index system is adjusted, according to such actual situations as sort (durable or nondurable consumer goods), involvement before purchase and new product/mature product, so as to adapt for clients' actual situation and advertisement's objective.