The Evaluation Of Advertising Mental Effects-A Construct Model In The Non-Durable Consumer Goods Category

The aim of this thesis is to probe into the principles and methods of how to establish a model to evaluate the mental effects of advertisements, and to construct such a model in the non-durable consumer goods category. Firstly, we discuss the purpose of evaluating advertising effects, and define the connotation of advertising effects. Further, we introduce the source of advertising psychology research, pointing out that this is an essential aspect of advertising effects. And we compare advertising mental effects with communication effects and behavioral effects, demonstrating its importance to companies who want to evaluate their advertising campaigns.In order to demonstrate the need and importance to develop models to evaluate advertising mental effects, we make a particular introduction to various kinds of evaluation methods in practice, before and currently. Some of them are very simple and direct, and others are relatively complex systems. But as to our objective of mental effects evaluation, these methods have some problems more or less. Moreover, the development of today's business world has brought new challenges to the evaluation of advertising mental effects.Then we introduce kinds of research aiming at advertising effects in academic, among these are a series of mental effects evaluation models. We describe the development of advertising function patterns in the recent 100 years, and point out the advantages and limitations of some popular models. In order to solve much debate over different models, we propose two principles to establish an evaluation model: one is to distinguish "process" from "evaluation variable", and the other is to classify models according to the characteristics of a given advertising activity.According to these principles, we analyze the characteristics of the advertising in the non-durable consumer goods category typified by four product types, and construct a two-staged evaluation model based on the function pattern of these advertising. Product trial is an important stage in the function process of these advertising, which acts not only on the cognition and willingness before purchase, but the form of brand beliefs and attitudes in and after trial. Therefore, we consider this stage in our model, and analyze the mutual effects of advertising and experience. According to this construct model, we select corresponding latent and observation variables, and establish a structural model for future mathematics analysis.Finally, we make some expectation about the implementation of the evaluation work, including selecting a proper evaluation institution, choosing a particular method, setting a working flow to gather market data, analyzing these data and submitting reports.