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如何计算自己广告的回报率一直是困扰企业决策者的难题,而北京准星咨询公司总经理夏征宇博士(北京广播学院广告系兼职教授)对此颇有研究。近日,笔者就投资回报率与广告媒介预算的最优化的话题采访了他。笔者:你好,夏博士!如何制定一个好的广告预算是业界长期以来关心的问题,你对该问题有什么看法?夏征宇:如何决定广告预算是广告主和广告公司长期以来最重视、但又最没有解决好的一个问题。传统的决定广告预算的方法大致有以下几种:(一)用销售额的一个固定比率作为广告预算。这又分成两种情况:基于上年度实际销售额,或基于当年度的预期销售额;(二)根据主要竞争产品的广告投放额与销售额的比率决定自己的广告预算;(三)将本产品在同类产品中的广告投放份额与本产品的预期市场份额相匹配,从而决定自己的广告预算。那些产品在市场中处领导地位的企业多用前一种方法;后两种方法多为行业中的“老二”所采用。但这些传统方法都存在不
How to calculate the return rate of your own advertising has always been a puzzle for business decision-makers, while Dr. Xia Zhengyu, general manager of Beijing Forwarding Consulting Company, a part-time professor of advertising at Beijing Broadcasting Institute, has studied this matter quite well. Recently, I interviewed him on the topic of optimizing the return on investment and advertising budget. Author: Hello, Dr. Xia! How to formulate a good advertising budget is a long-term concern for the industry. What do you think of the issue? Xia Zhengyu: How to determine the advertising budget is the most important for advertisers and advertising companies for a long time, but The least solved a problem. The traditional method of determining the advertising budget roughly the following: (A) a fixed ratio of sales as the advertising budget. This is further divided into two situations: based on the actual sales of the previous year or based on expected sales in the current year; (ii) The advertising budget is based on the ratio of the amount of advertising on the main competing products to the sales; (iii) The ad serving share of a product in its category matches the expected market share of the product, which determines its advertising budget. Those products in the market leading position in the more companies use the former method; the latter two methods are mostly used in the industry “second child ”. But these traditional methods do not exist