数据源：群邑中国《今年，明年2018》
Data Source: GroupM “This Year, Next Year 2018”
广告主在每个消费者身上的平均花费在2018预计为 –
Average advertising spend on each consumer in 2018 would be
￥424
A
￥4
C
￥42
B
广告投放是否拉动了品牌短期销售？
Does media investment contribute to short-term
sales
广告投放是否帮助品牌找到新购物者，促进品牌长
期发展？
Does media investment help find new shoppers to
ensure long-term development
同一购物者
Same Shopper
购物者过去的购买行
为，以及曝光后是否影
响购买行为？
Historical purchase behavior
allows us to identify changes
in behavior
购物者从哪里看到广
告？什么时间看到？看
了多少次？
Which media were the buyers
exposed, when and at what
frequency
同源看到广告购买行为影响
Ad ExposurePurchase Impact from Single Source
广告投放对销售的短期贡献
Sales Contribution in the Short-term
宝洁首席品牌官Marc Prichard: “我们希望知道媒介投资落在销售上的效果。”
“We want to know our investment results in sale.” Marc Pritchard, Chief Brand Officer at P&G。