Study On Constructing The Evaluation Scale Of Fit Between TV Programs And Naming Advertising

The naming advertising of TV programs is a primary form of TV commercialsin our country. However, the fit between TV programs and naming advertising hasbeen always judged ambiguously and intuitively. There is short of an objective andaccurate evaluation scale to evaluate it. This study attempts to explore an evaluationscale of the fit between TV programs and naming advertising on the basis of thespecific situation in our country through empirical research. The study is along theresearch route from concluding preliminary indicators, determining weighted valuefor every indicator, to ultimately building up the scale. The Documentary Analysis,Questionnaire Survey and other research methods are applied. Besides, the study hasused of some statistics methods such as factor analysis and reliability analysis toanalyze data with SPSS. Ultimately, a scale with three categories and twelveindicators is got. Then it is applied to evaluate the fit of the JDB The Voice of Chinaand the Liby laundry detergent I am a Singer.