An Integrated Pilot Study Of Adveritising Effectiveness Evaluation Under Mass Communication

Advertising as a kind of information flow, is not only the transmission of the commodity or the service information to the audiences through a certain media , but also the transmission of market information, consumption information to the manufactures.To achieve the information exchange effectively,and make the advertising activity effective, we must understand how does advertising influence the consumers, to make careful market investigation before advertisment released,and to finish the measurement, estimation and feedbacks after the advertisement released. Advertising's infulence to the consumers means how does advertisment make changes to the audiences' spirit, body and behaviors. In 1926, a marketing manager John from Philadelphia said:"I dare to say that half of my money spent on advertising has been wasted , the question lies that I don't know on earth which half has been wasted." What can advertising do? This question puzzled scholars, media owners, and advertising agencies. Although in recent years, the methods and databases for advertising research has had well developed,the question has not yet wholely solved. After open & reform, advertising has had a well development in China. But blindly investments of advertising are too many.facing millions or billions investment for advertising, we still want to know ,actually,how does advertisement influence the consumers ,and what kind of results does it have ? Lacking of research for...