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如何科学的评估大学校园广告投放效果,评价模型的构建十分关键。笔者在参阅了大量的文献资料后,通过仔细地研究,提出了进行广告效果评估的思路和具有一定操作性的模型,以期能够运用于指导大学校园广告效果的评估工作,从而减少广告主广告投放的盲目性,最大限度地释放广告的功效,使广告相关者们都能够从中受益。
How to scientifically evaluate the advertising effect of university campus, the construction of evaluation model is very important. Through a careful study, the author put forward the idea of evaluating advertising effectiveness and the model with certain operability after a great deal of reference to the literature, so as to be able to be used to guide the evaluation of university campus advertising effectiveness so as to reduce the advertising of advertisers Blindness, to maximize the effectiveness of advertising, so that all stakeholders can benefit from it.