【作者】 丁玎；

【导师】 何佳讯；

【作者基本信息】 华东师范大学 ， 情报学， 2005， 硕士

【摘要】 1979年广告行业的复苏不仅唤醒了企业的广告投放意识,也燃起了媒介的市场化运作的思想火花,推动了大众传媒向产业化道路迈进。历经25年的摸索和进取,时至今日,大众传媒的产业化取得飞跃性进展,媒介产业的规模、媒介市场环境都不可同日而语。然而与之相伴的是媒介经营者的竞争升级,广告传播环境的嘈杂,广告效果评估的难度日增。在这种浪潮中,广告投资效益的评估成为广告活动三方参与主体——媒介、广告公司和广告主的共识。但是,传统的和现有的评估理念和测评方法并不完全适用于投资效益的评估,转变媒介传播效果评估理念,开发有效的广告投资回报率指标,完善科学评估体系成为广告活动主体的迫切需要,具有很强的理论和实践意义。 笔者从认识我国媒介产业深受全球传播宏观环境和国内经济、社会、文化的微观背景的影响出发,开篇就呈现了全球媒介传播环境历经数字化发展、媒介系统的爆炸,消费者信息消费模式的变化,媒介愈演愈烈的竞争等沧桑巨变呈现出的特征,总结了推动中国媒介向产业化发展的必然因素,以及媒介产业20多年的演变历程和现状,提出广告活动主体重视和强化广告媒介传播效果评估理论和实践的必然性,以及对投资回报测量的潜在需求,另一方面也为西方传播效果评估在我国应该作本土化发展提供了充分的理由。研究了国外大量关于传播效果的经典文献和方法论著作基础上,笔者在第二章中首先归纳媒介传播效果理论的演进,从中可以看到不同社会时期媒介传播模式的差异,在不同的传播模式下广告媒介传播效果的评估也受到了不同程度的影响。从定量研究和定性研究两个角度入手,笔者对备受中国广告活动主体青睐,甚至照搬照抄的指标和方法作全面的回顾和综述,对照分析这些基本的评估手段生长和发展的特定历史背景和理论土壤,研究适切性,提出与社会发展相关的理论都应该与时俱进,因时制宜,因地制宜。 在这种媒介环境下,在评估理论本土化发展的思想指导下,笔者分别就媒介经营者、专业媒介代理和广告主在中国媒介产业化进程中评估理念和测评方法论的演变和现状作了系统的研究。中国媒介市场由买方向卖方转变的过程中,媒介经营者盈利日趋艰难,其市场竞争意识也逐步增强,虽然央视仍然占据媒介结构的顶层,它也在不断增强服务客户的理念和意识中提高对广告媒介传播效果评估的科学性和更多还原

【Abstract】 In 1979, the recovery of advertising industry not only evokes the enterprises’ consciousness of advertisement investment, but also ignites the thought sparkle of marketization operation among media operators and pushes the mass media to develop on the way to industrialization. After 25 year’s of grope and improvement, today, the industrialization of mass media has achieved great progress. The scale of media industry and the environment of media market are no longer as what they were in the past. However, upgraded competition among media operators, noisy communication environment, increased difficulties of effect evaluation and so on as side effects are coming with the flourish. In this situation, to evaluate the effective of advertising investment becomes the common sense of three parties, media, advertising agencies and advertisers, who are involved in advertising activity. Since the traditional and present evaluating ideas and measurements do not absolutely fit for new ROI evaluation, converting the exiting evaluation notions, developing effective measuring indexes for advertising ROI, and perfecting scientific evaluating systems become an urgent task and have great significance in both theory and practice field.The media industry in China has greatly influenced by global macro communication environment and domestic microenvironment of economic, society and culture. Starting from understanding this influence, in Chapter One, the author presents the specialty of global communication environment after digital development, explosion of media systems, conversion of information consumption and violent competition between media operators. Besides that, the author concludes the main factors that push the industrialization of Chinese media, lists the 20 years’ history the media industry has covered and raises the inevitability that advertising participants will emphasize and reinforce the theory and practice of advertisement communication effects and potential demand on ROI measurement. What’s more, this chapter provides sufficient reasons whycommunication effect evaluation of western classic needs to have local development.Based on the study of foreign classic literatures and methodology works, in chapter two, the author first makes an overall review of the evolution of media communication theories. From that, we can detect the difference between the communication patterns in different times and how the communication effect evaluation is influenced. From quantitative and qualitative research aspects, the author summarized the indexes and methods that are Chinese advertisers’ favorite and learning models. By comparing these basic evaluation approaches with their developing backgrounds, the author analyzes the fitness of foreign measurement to Chinese media environment, and brings forward the fact: the social-related theories have to march with time and change with place.Carrying this thought, the author does a systematic research on evolution of evaluation notions and methods, aiming at media operators, media agencies and advertisers separately. With the market rights go from sellers to buyers, media operators feel difficult to make money and begin to strengthen the competition consciousness. Although CCTV still occupies the top of Chinese media structure, it keeps improving the media effect evaluation to make its communication more persuasive. However, Chinese domestic advertising companies, especially the media agencies have not formed a system of advertising communication evaluation, and their specific operation methods and indexes are far weaker than methodology and evaluation software in multinational media agencies that developed for half century. Thus, in Chapter four, the author talks about the media system renovation and evaluation software development made by the multinational media agency to adapt to the Chinese media characteristics. From domestic and multinational advertiser two facets, the author points out the rational trend of investment evaluation among local advertisers and correct change among the multinat更多还原