Analysis on Advertising Effectiveness Evaluation in Food and Beverage Industry

With the change of consumers' lifestyles and concepts, the beverage industry is undergoing a transformation. As an important bridge between products and consumers, the evaluation of advertising effectiveness has become particularly important. This article will deeply analyze the methods of advertising effectiveness evaluation in the food and beverage industry and explore how to improve advertising communication efficiency and achieve sales growth through scientific methods.

"Food is the primary need of the people." The food and beverage industry reflects people's most basic consumer needs and has the characteristics of rigid demand, high frequency and diverse consumption.

After the epidemic, Chinese consumers' lifestyles and consumption concepts have undergone many changes. These changes have affected many industries in the consumer field. The food and beverage industry, which is closely related to physical health and quality of life and has the highest frequency of consumption, has been the first to be affected and is undergoing unprecedented changes and transformations.

Driven by the big health trend, people not only pay more attention to "eating for health", improving immunity and resistance through reasonable nutrition and balanced diet, but also pay more attention to the emotional health of themselves and their families, explore the philosophy of life under the intense pace, create a natural and comfortable atmosphere, and enjoy the food that is constantly innovating in taste and packaging. Food that "sees with the eyes, eats in the mouth, melts in the stomach, and warms the heart" is thriving.

The high communication efficiency is mainly due to the food and beverage industry, which has the following characteristics:

But actual advertising performance in the real world is affected by multiple factors.

Advertising information may disappear in the minds of consumers at different stages (green represents success), so we need to evaluate and analyze the effectiveness of advertising campaigns.

After consulting the data of different market research and consulting companies, we selected and introduced the 3R advertising effect evaluation model of Nielsen Market Research Company. The complete system from advertising reach, resonance to response helps to evaluate the effect of the whole round of marketing activities and ultimately achieve sales growth.

The 3R advertising effectiveness evaluation model can solve the three key problems of marketing activities

(1) Reach - advertising penetration. Is the advertisement seen by the target audience? On which media did the audience see the advertisement? What is the reach effect of the mixed media combination?

(2) Resonance - Brand Communication Does the advertisement correctly convey the brand and product? Does the audience feel the message conveyed by the advertisement? Does the advertisement improve the performance of key brand indicators? How is the creative performance of this round of advertisements? Which ad version performs better?

(3) Response-Behavior Promotion: Did this round of advertising increase purchase intention? How did the media mix affect sales? How should advertising be optimized in the future?