On Effects Evaluation Of Outdoor Advertising

With the rapid development of advertisement in recent years, advertising has become one of the indispensable industries in our country's national economy. Advertisement's comprehensive function is represented by means of advertisement effect, which is the important the criterion to judge the ad's quality and even success or failure, and also the basic foundation for the advertiser to adopt advertising strategy. The evaluation for the advertisement effect is not only the important measurement to stimulate the advertising activity to achieve the expected goal, but also the one of the matters that the advertisers who pay the massive amount of ad-rate care the most. The evaluation is a complicated systematic project involving many dimensions of kinds of fields.In the process of advertisement developing, the outdoor advertising wins more and more favor from the advertisers. Its growing speed is greatly more rapid than the traditional media ads on TV, newspaper and magazine. However, as one of the current leading types of ad, there are few research achievements on outdoor advertising and its effect, which cannot follow the step of its developing trend. This paper does the comprehensive evaluation and research on the outdoor advertising's effect (social effect, spread effect and economic effect) on the basis of outdoor advertising's actual development and spread effect in Changchun city. The main research and conclusion is as follows:1. Design the questionnaire about outdoor advertising's effect and do a survey of Changchun's outdoor advertising's development and spread effect. On this basis, do the statistics and analysis for the 112 valid questionnaires by use of SPSS, coming to the conclusion of Changchun outdoor advertising's effect in the audience's respect. From the cognition of the acceptors, most of them think that advertisement plays a positive role in the aspects of marketing sales, communicating knowledge and so on; but the aspects of advertising's idea, quality and media still needs improvement. From the mutual effect of the acceptors and ads, the impact of the primary types of ads on the purchasing behavior is fairly even. From the acceptors'cognition of the outdoor advertising's spread effect, generally they think that the release location exerts decisive influence on the spread effect. The populous places, such as bus station, downtown streets and squares, are the best release location for outdoor advertising in accepter's mind. From the acceptors'cognition of the outdoor advertising's social effect, they think that the outdoor advertising in Changchun accord with the ethical morality judging criteria on the whole, but still needs promotion and improvement. From the aspect of the acceptors'cognition of outdoor advertising's economic effect, they generally think than the outdoor advertising of Changchun has brought big impact on the acceptor's purchasing behavior and popularizing new products, but the influential range needs further promotion. Part of the acceptors and advertisers has approved the outdoor advertising's economic effect, and admit that this kind of advertising form has advantage to some extent, but still more than 60 percent of the interviewees haven't realized the economic effect advantage of the outdoor advertising.2. Construct the effect-impact factors'recognition model for outdoor advertising based on the method of DEMATEL. Pick up 19 factors impacting the outdoor advertising effect from the aspects of spread effect, social effect and economic effect, and recognize the primary impacting factors by using the method of DEMATEL. Analyze in detail the impacting factors from the aspects of overall influence degree, cause degree and central degree. From the comprehensive impacting degree, the impact of acceptors'contact custom, market competition and advertising's idea on the advertising effect ranks the third, showing that the good or bad effect of outdoor advertising is not only determined by advertising idea, but also determined by the acceptors'contact custom and market competition. From the aspect of cause degree, the release location, content's authenticity, acceptors'contact custom and competition environment's change are the cause factors. Their impact on the outdoor advertising effect is greater than that of the ad on them, and the competition environment's change is the most significant cause factor. The rest factors are all effect factors. They have mutual impact with the outdoor advertising effect horizontally, and being influenced more greatly. From the central degree, the central degree of market competition, purchasing desire, advertising's idea and theme is fairly bigger. Therefore, the key factors deciding the outdoor advertising effect are the market's competition environment (especially the competition among the replacement products of the same kind), acceptors'purchasing desire, advertising's idea and theme.3. Construct the outdoor advertising effect's evaluation index system. On the ground of input (cost)-output (profit), divide the advertising effect evaluation index into 4 subsystems: advertisement input, spread effect, social effect and economic effect, including 16 second–level index. Among them, advertising input is the total cost of the advertisement's whole lifecycle, including manpower, material, finance, intellect and time, 4 second-level index in total. Spread effect, social effect and economic effect are the three aspects of effect produced by outdoor advertising on the basis of certain input, including respectively 3, 5 and 4 second-level index. Spread effect and social effect mainly aim at the acceptors, namely measuring the effect from the consumer's aspect; while the economic effect mainly aim at the advertisers, measuring the effect from the advertiser's aspect. with the completion of the evaluation index system, and on the basis of questionnaire survey, use the method of analytic hierarchy process to come to the result of the importance of every index and sub-system; use the method of multi-level fuzzy comprehensive evaluation to evaluate comprehensively the outdoor advertising effect of Changchun from the aspect of subsystem and large-scale systems. The result shows that, currently, the input effect and social effect of Changchun's outdoor advertising is on the"common"level, and the spread effect and economic effect are on the"bad"level. From the comprehensive effect, the outdoor advertising effect of Changchun is on the a little bit above the medium level.