Study On Enterprise Advertising Effect Evaluation Model

With the serious competition of enterprises, the development of modern technology, and the improvement of business managerial level, advertisements play a more and more important role in social economy, especially in promoting products. With the reform and open policy in China, advertising industry develops dramatically, but advertising spending is unwise for millions or billions Yuan RMB cost. Because it should know what is the effects advertising brings to advertisers. Lacking study on advertising effects is a big issue for advertising industry.Firstly, this paper probe into the process of the impact of advertising on consumers, expatiate mechanism of action which advertise work on consumers' behavior on the basis of defining psychological effect of advertisement. Then this paper summarize assessment of advertisement effect and research actuality at home and abroad, compare one evaluation model of enterprise advertisement effect with the other and integrate the two model, construct new evaluation index system of advertisement effect based on certain assumptions on the basis of these analyses. Finally, each index is weighted using the strata sequence analysis method after an investigation with questionnaires, we provide a quantitative holistic evaluating system for certain categories of products, it can be used a gist of advertisements effect evaluation of other categories of products and provide theories for reasonable advertising decision.