广告心理效果评价实证研究——“小天鹅”洗衣机电视广告大学生受众心理分析

Effectiveness of "Little Swan" washer TV commercial:an empirical study

电视广告效果可以分为经济效果、社会效果和心理效果,其中心理效果是核心部分。通过对“小天鹅”洗衣机(净先锋)电视广告心理效果调查实证,从广告可信度、认知度、亲和度、记忆度、行为度五方面来讨论“净先锋”洗衣机电视广告的心理效果。并用spss11.0对广告受众即时态度指数进行统计分析,认为企业在投放广告之前必须预测广告各项内容对消费者和市场的影响效果,以求减少企业投放广告的风险。

TV Advertising Effectiveness can be categoried into economical effectiveness,social effectiveness and psychological effectiveness. Central to the effectiveness of a TV commercial is the psychological effectiveness, Through an empirical study of the TV commercial of Little Swan washer,the perceived reliability,retentivity,behavioral effectiveness and the appetency of the commercial have been evaluated. Based on the knowledge from this study ,we propose that before the advertisement is turned out its psychological effectiveness should be so evaluated for it to fit the market and the consumers.