| What advertising affects consumers is consumers' mental, personal and behavioral influence. Does advertising really have effects? If this, what can it change? Measuring the advertising mental effectiveness is one of the most difficult issues faced by the advertisers and scholars. With the reform and open policy in China, advertising industry develops dramatically, but advertising spending is unwise for millions or billions Yuan RMB cost. Because it should know what is the effects advertising brings to advertisers. Lacking study on advertising effects is a big issue for advertising industry. Advertising effect studied in this paper is the influence on consumer once the advertising exposed by media. It is also called the post-exposure effects of advertising. The effects are mental effects, economical effects and social effects. This paper mainly focuses on the mental effects and economical effects.The existing methods on measuring advertising effects do not reflect the real process how advertising affects consumers. With the development of advertising theories and psychology, people have learned more knowledge about how advertising affects consumers. Basing on how advertising works, this paper analyzed the process how consumers actually "feel " and "think", the mental effects including framing perception, organizing memory, enhancing experience and brand attitudes, then built the conceptual model of advertising mental effectiveness that reflects the causal relationship of various constructed variables and finally founded a structurally quantitative model. In the study of the economical effects, this paper took into account the relationship between the mental effects and economical effects. At the same time, this paper considered the other effects that will affect the sale of the brand advertised. The characters of the advertising including the continuance and time-lag etc. will be taken into account in the model of calculating salecaused by the advertising.
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