| Firstly, this paper builds up a new model to evaluate advertisement communicating effect which is composed of five parts: advertisement media effect, advertisement psychological effect, purchase inclination, brand molding, indirect communicating effect and places emphasis on the advertisement communicating effect evaluating of competing brands.Secondly, by decomposing the five parts level by level, a level-framework evaluating model would be obtained which is similar to the model in Analytic Hierarchy Process. Owing to this similarity, the means in Analytic Hierarchy Process can be used to fix the importance proportion of each index on every level. The level-framework evaluating model and the design of index's importance proportion is the core in this paper.Finally, the level-framework evaluating model is used in a concrete TV advertisement. The importance proportion of operating indexes can be fixed according to advertisement communicating target and the effect of operating indexes can be obtained in the investigation. By integrating the effect result with the corresponding importance proportion, the advertisement communicating effect value can be figured out. Through finding the indexes on which the point of target advertisement are under the competitive advertisement and computing the difference of the two points after the investigation, then the interfering effect is the sum of all the differences. By subtracting the interfering effect from the effect value, the numerical value is the the genuine advertisement communicating effect. In conclusion, the exact advertisement communicating effect can be acquired through the level-framework evaluating model with the qualitative and quantitative analysis method. |
