An Empirical Research On Popularity Degree Of TV Advertisements Based On Network Questionnaire Surveys

Both enterprisers and advertisement producers yearn for some solutions for which kinds of TV advertisements can win consumers'preference. Based on a sample of 391 TV advertisements, this paper empirically examines factors influencing on popularity degree of TV advertisements.According to related advertisement marketing theories, we establish predicting models for which consumers'preference degree for TV advertisements and willingness of trial for corresponding products are introduced as dependent variables. Results from full models indicate that only the playing time of TV advertisements has a significantly negative influence on popularity degree of TV advertisements. In addition, we go further to find models with more predicting power and reduced structure by variable selection and out-of-sample test.We further investigate TV advertisements of both national and regional TV channels, as well as food and drink products, medicine and health care products, and beauty skincare products. Those analyses above help us find factors which are significantly related to popularity degree of TV advertisements from different TV media or different manufacturing sectors. This paper contributes a lot to advertisement producing in practical activities.