浅析广告质量和广告效果的关系

To analyse the relation between ad quality and ad effect

广告的综合质量主要表现为广告设计质量、广告传播质量、广告促销质量。广告设计质量和广告传播质量影响和决定广告传播效果,广告的促销质量影响决定广告促销效果。因此,为提高广告的效果,文章认为应该重视和提高广告质量,广告效果的研究也应转向过程控制的研究。

The multiple quality of advertising mainly consists of designing quality, disseminating quality and promoting quality.The ad disseminating effect is influenced and decided by designing quality and disseminating quality, and the promotion quality is the decisive factor to the promotion effect of ad.Therefore, in order to improve the ad effect it should be valued and strengthened to improve ad quality,and the research of ad effect should be also changed from the research of end effect to the research of process control.