Advertising Media Credibility Scale

The research on advertising media credibility is really essential and will have a great effect on advertising effect measurement.This research uses the focus discussion group and questionnaire surveying methods to discover the factor structure of advertising media credibility.There are three steps.The first step is to gather the items of questionnaire through the discussion group.The second step is to construct the factor structure of media credibility and try to check the reliability and validity.The third step is to check weather the adverting media credibility scale is effective or not through items, factors and scales effct checking.The results of the study are the followings:①Advertising media credibility comprises 2 factors which are'Reality' and'Influence'.The'Reality' factor comprises 5 items & they are'Message is real','Message is correct','Message without deceiving attempt','No deceiving advertising','Advertising is not Exaggerated'.The'Influence' factor comprise 3 items which are'Media coverage is wide','Being a focused media' and'Existing in a long history'.②The factor structure of media credibility has a great reliability and validity.The cronbach a is more than 0.80 and the variance is more than 73.50%explained by two factors.③The scale of media credibility has a great validity.The evaluationon Chinese advertising media credibility shows that the concludtion given by scale measurement has a consistency with the the concludtion given by the onequestionnair scale.④The average score range of Chinese advertising media credibility is:CCTV-1,Southern weekend,China national radio,Phoenix Weekly,People.com,Tencent.com,TV Xiamen,Xiamen traffic radio,Cross-herald,Bosom friend,The City T channels,building advertisements,SMS, outdoor advertising.⑤The traditional advertising media is still very important in the media buying decision.