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在纷繁复杂的商业社会中,仅仅依靠广告的力量已经很难抓住客户的心了。广告的泛滥以及针对性和参与性的匮乏,使众多企业开始转向更深层次的公关活动,在目标市场上构建产品、品牌形象以及企业身份,通过公关活动等多种方式改变用户的认知和感知,从而增加他们对品牌的喜好度和忠诚度,改变消费行为。然而,如何测量感知的改变、衡量公关活动的投资回报就成为迫在眉睫的问题。本文将通过“特奥会球鞋慈善晚宴”来分享海天网联独特的公关活动投资回报评估体系。
In the complicated business community, it has become very difficult to grasp the customer’s heart by relying solely on the power of advertising. The flooding of advertising and the lack of pertinence and participation have led many businesses to shift to deeper public relations activities, build products, brand images and corporate identities in targeted markets and change users’ perceptions and perceptions in a variety of ways through public relations activities , Thereby increasing their brand preference and loyalty, changing consumer behavior. However, how to measure the change of perception and measure the return on investment of PR activities becomes an urgent problem. This article will be through the “Special Olympics Shoes Charity Dinner ” to share the unique PR campaign return on investment evaluation system.