基于传播视角的广告效果实证研究

An Empirical Study of Effects of Advertising from a Communication Perspective

广告效果的测定是广告活动必不可少的一个步骤,是对广告进行检验和评价的重要环节,然而实践中却为很多广告主和制作者所忽视。导致这种现象存在的原因除广告主和制作者在这方面的意识薄弱外,没有完整的广告效果测量方法也是原因之一。本文建立了基于传播视角的广告效果测量模型,并以央视Y广告为实证研究对象,论述了进行广告效果测量的变量和分析内容,并结合Y广告效果测量的实证结果提出了当前广告投放工作中应注意的问题。

The measurement of the effects of advertising is necessary. But in practice advertisers and producers often neglect it. Existence of this phenomenon has two reasons. One is their consciousness of measuring the effects of advertising is weak; the other is the lack of an integral measuring method. In this paper we use a model from a communication perspective to make an empirical study of Y advertising. In this study, measuring scales, measuring steps and analytical contents are dissertated. Finally, we bring forward marketing managerial advice in the process of making advertising with the empirical results.