The Research Of Advertising Effectiveness In Advertising With Different Time Distance

Now,advertisers will usually product marketing as a "protracted war",they are not satisfied with the existing forms of advertising,to increase competitiveness,enterprises even from a year ago or even longer time.Then the listing of products before and after the contents of advertisements and advertising strategy for whether consumers have different influence is a problem for further study.Therefore,analysis of consumers at different time under the condition of advertising psychological characteristics and the tendency is very necessary.Currently on consumer psychology and advertising time and the relationship between the content of study more,but mainly from the perspective of enterprise was studied,and the research from the perspective of consumer psychology is less.Therefore,this article mainly on the basis of construal level theory to parse the behavior analysis of consumer for recent ads and forward on the mental representation of the differences and the different demands of advertising degree of be fond of,seek a kind of psychological commonalities,extends to the field of advertising strategy,it makes the maximize effect of advertising.Based on consumer advertising attitude as a basis for the advertising effect is good or bad,with 2(time distance: forward,in the near future)x 2(explanation level: high level and low level)x 2(advertising appeal: rational appeal,emotional appeal)the factor analysis of design,consumer advertising attitude related experiment model is set up,on different time distance advertising effectiveness for empirical research.Results show that under the condition of long-term advertising,consumers are more inclined to high levels of explanation and rational appeal advertising;Under the condition of the recent ads,tend to be low to explain the emotional appeals of advertisement.At the same time,consumers' gender,age,income,level of education,income level and other descriptive information about the distance at a different time different attitude toward advertising effect is very small.The results of the study to further expand CLT application domain,make it better through the economy in the future study;From a new perspective,the research on advertising appeal has carried on the beneficial supplement,enrich the research content of advertising appeal and theoretical framework,and also can provide effective marketing provides the guidance of thinking.