Research On Web Advertising Effect Evaluation And Application

With the birth of Internet, web advertising, as a new marketing manner, receives numerous enterprises' and business's favor and develops at superior rapid speed. Because of the increasing investment in web advertising, the enterprise, as the owner of web advertising campaign, pays more and more attention to the web advertising effect evaluation. In order to carry on effective evaluation to web advertising campaign effect, the most important thing is to establish a set of scientific web advertising effect evaluation system. But the current research on web advertising effect evaluation is at a start stage, the effect evaluation system is very imperfect. On this premise, the paper aims to establish a set of quite complete reasonable evaluation system to evaluate web advertising effect correctly and objectively, and provide web advertising decision reference for the enterprise.First, this paper analyzes and summarizes the domestic and foreign scholars' related research, defines the web advertising, and explains the characteristic of web advertising effect. On the basis of the researches above, this paper constructs the web advertising effect evaluation index system from three aspects, the economic effect, the mental effect and the social effect, and describes how to measure these indexes. Then this paper adopts Delphi Method to survey indexes, and statistics software SPSS to sift out useful indexes, thus establishes the final evaluation index system. This kind of system can inherit the existing research results and also can reflects the focus the enterprises concerns.Secondly, this paper selects the fuzzy hierarchy comprehensive evaluation to evaluate web advertising effect. Because of having concentrated the advantages of two methods, the fuzzy hierarchy comprehensive evaluation method is more practical and effective than other methods. In order to use this kind of method effectively, this paper explains the operation process and calculation model of the method in detail.In the end, this paper applies the index system and the evaluation method in SOGO fashion life hall for demonstration research, then evaluates this enterprise's economic effect, the mental effect, the social effect and comprehensive effect, and then concludes reasonable results. At the same time, this paper advances some measures for improving this enterprise to promote its web advertising effect. This part proves the scientific nature and feasibility of the evaluation system of web advertising constructed by this paper.