Research On Influence Factors Of Advertising Effectiveness From A Cognitive Science Perspective

Briefly speaking, as one important marketing communication tool, advertising holds following significant influences upon the operation of the corporation: first, it is one of the most powerful means for competition; second, it is useful for the corporation to lower its cost and increase its profit; third, it contributes to the corporation's image building and makes it well-known; furthermore, with the development of globalization, advertising becomes more and more useful for the corporation's international expanse and operation. But both due to its complex function mechanism and improper perspective practicer and theorist take, in practice, advertising always can not fulfill its potential. Hence, it is meaning both in practice and theory to find one proper research perspective to explore the latent structure of advertising and further to improve its performance.Based on the review of available literatures, integrating with the theory of three-dimensionality (or -form) attitude from cognitive science, this paper first proposes one conceptual framework for advertising effectiveness influence factors analysis which includes descriptive indices and the corresponding latent factors (that is, Six Factors Model); meanwhile the effective analysis potential offered by Explorative Factor Analysis and Confirmatory Factor Analysis also make such a systematic advertising effectiveness influence factor analysis practicable from a technical angle. Built on that conceptual analysis framework given above and one advertising case from practice, through questionnaire survey and data collection, this paper gives one positive research to test the above conceptual model via SPSS13.0 and the powerful SEM software LISREL 8.70 and puts forward one slightly different factor model, that is, Five Factors Model, and compares them both from practical and theoretical meaning. And based on the results of positive research, and with the consideration of our conceptual analysis framework, this paper puts forward some pertinent guidelines to improve its advertising campaign in practice. Finally, this paper gives one summary of this research, points out its limitation, and makes some prospects and advice for future studies in this field.