广告的效果构成与广告创意及其实施与控制

The component of Advertisement Effect and the Enforcement and Control of Advertisement Originality

广告效果由广告的刺激强度、广告价值笼络力和广告购买决策驱动力三个层面构成 ,沿着这三个方向进行广告创意并进行有效的实施与控制 ,是保证广告效果的必然途径。其中 ,把握好广告背景和心理“差补效应”对实现广告创意及其实施与控制的有效性尤为重要。

The advertisement effect is composed of stimulative degree,value influence power and purchasing decision power.It is a necessary way to keep the advertisement effect that advertisement originality must follow the above three directions and making the effective enforcement and control.Especially, how to grasp the advertisement background and the psychoactive 'disparity supplement reactions' is very important to realize the effectiveness of advertisement originality and its enforcement and control.