Research On Communication Product Advertising Effect Evaluation System

With the increasing competition in the communications industry, advertising also has been paid more attention than ever. A variety of product image are included by major operators of communications. Advertising helps to strengthen enterprise’s competition, improve economic benefits for enterprise, enhance the corporate image,etc. But is there a good return on advertising with such a enormous investment? The answer is based on the advertising effect evaluation.Advertising effectiveness refers to the impact of target customers under the advertisement by advertising media from enterprises. There are quite plenty related research For advertising effectiveness evaluation, but they all mainly concentrated in the advertising effect evaluation system, and specialized study of communication product advertising effect is fewer. As is known to all, the industry of communications has its special background. Therefore, the measure about advertising effect of communication products should reflect their characteristics. In this paper, based on the actual investigation study and real data sorting for each advertising media about Anshan branch of China mobile communication effect, the body of the fourth chapter was formed.Through the analysis of the questionnaire data, a series of further discussion of the research have been surmised different effects from different advertising media of Anshan mobile company.Such as on TV, internet, outdoor signs and electronic screen,traffic tools, newspapers, magazines and radio. Finding out advantages and disadvantages of all these advertising media, so as to the constructive suggestions for mobile advertising can be put forward. Some discoveries are obtained through the analysis of the data. In many advertising media, television advertising and Internet advertising have more influence on the consumer behavior. Such factors like consumers’ age, occupation, cultural level, and income also affect on advertising.Generally speaking, television advertising, online advertising, outdoor ads and transport show significant efficiency. The way of broadcast shows the lowest efficiency. It is difficult to achieve the goal of mobile advertising.Through analysis and discussion of media advertising effect and of existing problems in advertising of every advertising media like television, network, etc., in order to put forward the corresponding suggestion and solution, for an effective reference for mobile media combination strategies of Anshan mobile company. The study aimed to provide a reliable basis for the business and the advertising strategy inthe further. Even improve the company reputation and promote the utility for advertising in the business.