Research On Advertising Effectiveness Evaluation Models From A Consumer Perspective

As one important marketing communication tool, Advertising holds significant influence upon the establishement of a corporation's competitive advantage, economic performance accomplishment and its public image building. But due to its diverse representations and complex function mechanism and also for the dynamic interactions exist between various factors which may all have some important effects upon a corporation's performance, it is important and meaningful both in practice and theory to advance a proper understanding about its function mechanism and put forword one effective advertising effectiveness evaluation method and procedure. And obviously it is also a problem full of challenge. As for this problem, existing researches either take one local or limited perspective, or pay much attention to the explanation but forecasting or evaluation of advertising phenomena, which all limits their interpretation power for practical advertising campaign performance and their support function for advertising campaign improvement. And in some sense, all of these are caused by the lackness of proper research perspective and some necessary effective analysis techniques. In this paper, a persperctive of consumer is to be taken and the recognition process of consumer advertising psychology is to be investigated to bring forward one proper advertising communication process & effectiveness evaluation analysis framework and further to sovle the problem existing both in practice and theory.Based on the review of available literatures and exploration of consumer advertising recognition process, integrating with the theory of three-dimensionality (or -form) attitude in consumer psychological research, this paper proposes the critical latent factors in consumer recognition process, their corresponding manifest indicators and the interactive relationship between these factors to make effective advertising evaluation possible; and the powerful analysis pontential offered by SEM also make such a systematic advertising effectiveness evaluation procedure practicable from a technical angle; and at the last, this research puts forward one context-adapted, operational, and performace-improvement-oriented conceptual framework for advertising communication-effectiveness evaluation. Built on that conceptual analysis frame given above and one advertising case from practice, through questionnaire survey and data collection, this paper gives one positive research to test the structural relationship and the indicator validity of the above conceptual model via one powerful SEM software LISREL 8.70; and based on the results of positive research, and with the consideration of our conceptual analysis framework, this paper puts forward one comprehensive comsumer recognition-based advertising effectiveness evaluation indices system I & II, using this system, and gives one context-specific evaluation illustration about the advertising campaign in our positive research and provides further pertinent guidelines to improve its advertising practice. Finally, this paper gives one summary of this research, points out its limitation, and makes some prospects and advice for future studies in this field.