| Accompany with more and more drastic market competing, advertisement has become generally regarded as an important marketing strategy. With the reform and open policy in China, advertising industry develops dramatically, but advertising spending is unwise for millions or billions Yuan RMB cost. However, some baffles and questions arose to enterprises as to making some ad decisions, such as:" I know I have wasted half money on ad, but I d don't know which half has been wasted." It should be known what the effect is advertising brings to advertisers.So measuring the advertising mental effectiveness is one of the most difficult issues faced by the advertisers and scholars. In order to put up the scientific advertising effectiveness measurement, we should base on scientific marketing thoughts, objective data of the market and the tight model, we can measure advertising effectiveness correctly and effectively, which is valuable for both theory and application.Orientated by advertising psychology and based on the domestic and international relevant theories, we research on theory analysis, mathematics method, model building and Empirical study. Based on the in-depth analysis of consumer psychology theories, we confirm the three processes of measurement, and according to that we set up a two-level index system for advertising effectiveness measurement which works in three aspects: cognition process, affect process and volition process. We introduce the entropy weight fuzzy comprehensive evaluation method in measurement as researchmathematics foundation, and then we build a structure model for advertising mental effectiveness measurement. Finally we have empirical study on Dalian Zhangzidao sea cucumber advertisement. The practice proves that this system and model has actual using value for both theories research and material work.Lastly, we summarized the research conclusions and weak points of this research work, and what we could do in further research. |
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