摘要
以层次分析法(即AHP法)为工具,对影响广告效果的三个核心因素:传播效果、心理效果和行为效果进行了综合研究,以企业广告投入、广告效果组合最优化为目标建立分析模型,最后进行了实证分析。
With the method of Analytic Hierarchy Process （AHP）, this paper has studied the three main factors which affect the effect of advertisements： the effects of medium communication, psychology and behavior. Then it has established an optimizing model with the purpose of enterprise＇s expenses of ads, combinatorial optimization of advertisements effect. The author has also carried out an empirical research around the subject.
关键词
媒介
广告效果
AHP法
medium
advertisements effect
evaluation
Analytic Hierarchy Process（AHP）
