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width="90%" border="0" cellspacing="0" cellpadding="0"> <tr> <td width="18" height="30" align="center"><img src="images/gif-0466.gif" width="8" height="6"></td> <td class="content_wenzi02"> <a href="info1_channel_2_class_11_small_21.html">广告媒体研究</a> </td> </tr> <tr> <td colspan="2" background="images/xian.jpg"></td> </tr> </table> </td> <td width="1" align="center" valign="top" bgcolor="#F1F1EF"></td> <td width="563" align="center" valign="top"><table width="100%" border="0" cellspacing="0" cellpadding="0"> <tr> <td height="13"></td> </tr> </table> <table width="98%" border="0" cellspacing="0" cellpadding="0"> <tr> <td height="30" align="center" class="dh_wenzi"><table width="90%" border="0" cellspacing="0" cellpadding="4"> <tr> <td align="center">· <a href="info1_channel_2_class_8_small_13.html">市场营销研究</a> </td> <td align="center">· <a href="info1_channel_2_class_9_small_29.html">满意度研究</a> </td> <td align="center">· <a href="info1_channel_2_class_10_small_37.html">神秘顾客检测</a> </td> <td align="center">· <a href="info1_channel_2_class_11_small_17.html"><font color="#0F82C9">广告媒体研究</font></a> </td> </tr> </table></td> </tr> <tr> <td height="1" bgcolor="#F1F1EF"></td> </tr> </table> <table width="98%" border="0" align="center" cellpadding="3" cellspacing="0"> <tr> <td valign="top" colspan="3" style="line-height:22px;" align="left"><p><font face="Verdana"><font face="宋体" size="2">广告效果是指通过广告媒体传播之后所产生的影响，或者说媒体受众对广告的结果性反应，包括广告对受众知晓、了解和偏好的心理影响和广告对企业销售量的影响，即广告的传播效果和广告的销售效果。<br>按照广告效果的分类，广告效果测评分为广告销售效果测评和广告传播效果测评。<br> 一、销售效果测评。销售效果也就是广告发布后引起产品销售状况发生变化的经济效果。广告销售效果的指标测定，主要测定广告发布之后商品销售和利润的变化情况，以及通过所花费的广告费用的比较得出结果。<br> 二、传播效果测评。广告的最基本的功能是信息的传播，其效果可能是消费者未产生购买行动，但对广告的商品或企业会增加了解或感觉上发生变化。尤其是当我们把广告定位在塑造品牌、塑造企业形象的功能上时，则更应以传播效果为依据来评价广告效果。</font><br><img src="uploadfile/2009310173924781.bmp" border="0"></p></font></td> </tr> </table></td> </tr> </table></td> <td width="1" bgcolor="#F1F1EF"></td> </tr> </table> <table width="766" border="0" cellspacing="0" cellpadding="0"> <tr> <td 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