A Research On The Advertising Effects Based On Internet-based Survey

The research of advertising effect has started from the birth of advertising. In the21st century, with China’s advertising market growing to be one of the three largest in the world, the research of advertising effect becomes more significant than ever. However, many researchers and advertising employees still puzzle at the problem of "where the remaining half of the advertising expense is wasted". Now the fast development of internet, especially the mobile internet has provided an opportunity to solve this problem. The thesis has tried to make a contribution to the research of advertising effect through internet-based survey in the context of internet communication.In the process of literature search, it is found that there is no research on advertising effect based on internet-based survey. The similar research on online advertising effect though has produced results to some extent, presents the status of "practice coming fist, theory lagged behind" and lacks systematic theoretic mode and architecture. After sorting out the research results on "internet-based survey", the thesis thinks that the online survey covers all kinds of researches through internet. Internet-based survey can be divided into two classifications depending on the role that the internet plays, namely, online traditional research method and the research method that comes from new internet technologies. The advertising effect mentioned in this thesis is in a generalized sense, which is including cognition, attitude and action.For the query of authenticity in the online survey, the thesis has proved in the aspect of main body, method, content, identity and authenticity standard. In addition, the research has also made use of the research results in statistics and data in empirical investigation to further prove the authenticity in the online survey, which makes the research method applied in this research feasible.In the era of internet communication, the occurrence and development process of advertising effect has changed significantly. The modes of advertising effect at present are not convincing and generalized to meet the status quo of internet communication, though some of them may include feedback system. Based on the characteristics of advertising in internet communication, the research has proposed the interactive mode, covering click, search, process, share and action, which are combined together neither in linear chain, nor by simple feedback in some of them, but in the way of interactive network structure. The mode makes the advertising effect in internet communication a comprehensive index system instead of an independent index. Under this index system, the research has applied the research method based on new internet technology to carry out an investigation on the effect of "Made in China" and Volve C30test drive recruitment advertisement. The results have confirmed that the interactive mode helps perfect the internet advertising effect system and that the internet-based survey helps learn more about advertising effect.However, the interactive mode fails to learn the private attitude to the advertising. Fortunately, the online traditional research method can make up for it. The research has applied this method to investigate on the logo change of KPN and the product placement effect in the movie "Go Lala Go", laying emphasis on the attitude of the respondents.To sum up, the research has concluded that the internet-based survey is a quite significant research method to advertising effect in the context of internet communication. The internet-based survey helps researchers learn the overall advertising effect with the index system mentioned above. Compared with the individual index that is commonly used at present, this index system enriches the cognition and control over online advertising effect. To the researches on other advertisement, the internet-based survey is also feasible and has high commercial value.The thesis is limited in verifying all the effect index of the interactive mode with the empirical data and lacking humanistic care to consumers in the research, which can be a main topic in the research that follows.