The Research On Relation Between Advertisement Characteristic And Its Affections

With the advantage of high efficiency and low capital cost, online trading is nowdeveloping rapidly all over the world, and has become a new beneficial branch in the globaleconomic development. In E-Commerce time, the effect of advertising will be more importantas the transactions between manufacturer and the customer trend to be more simple and direct.The measurement of advertising effectiveness is the most concern of advertisers have investedlarge amount of money in advertising.This paper explores the relationship of ad influential factors of effectiveness throughempirical method, with the purpose of providing some practical suggestions on the creationand publishing of interactive advertising for advertisers and advertising agents in China.According to some scholars' fmdings and our analysis and deduction from them, weestablished a model of the impact of advertisement features on advertising effectiveness. Inthe model, we provide an integration of influential factors of Internet advertisement and itseffectiveness, trying to find out the relations of those factors with consumer effectiveness.In order to increase the effect of advertisement we need to understand the characteristicsof the consumers. It is also very important when we planning the net advertising, so it is nodoubt that we need to research the characteristics of the network advertises from the point ofconsumers.This thesis is based on the theory of marketing psychology and psychology through theempirical method. At first it analyzed the characteristics of the net advertising, then itexpatiated the three links change from understandability, affectation and activity for theconsumers to receive the information of the net advertising, and finally it researched themental and behavior characteristics of the consumers through the questionnaire investigation,control experiment etc. At the end of the article it pointed out some ideas from the designingand publication method of the net advertising and this will promote the development of thenetwork advertise industry.