The Influence Of The Multilayer-goal Setting On The Advertising Effect

The goal setting is the logic starting point and evaluation system for final effect in any activities. However, the diversity of the final effect for the activity as a whole more often than not results from the difference and the transferability of sub-goal settings.Accordingly,the present dissertation takes this goal setting as its subject .It not only summarizes the general goal for advertising activity, but also creates a transferring model of goal setting,i.e.Mirror Reflection Model of Multilayers,on the basis of information transferring model.Furthermore,the thesis analyses the spoilage and deviation of general goal setting and final effect caused by the multilayer-goal setting in the advertising activity.At last, the thesis proposes the introduction of the goal management theory into the advertising activity in order for the scientific management and integration of multilayer- goal setting.