Study On Evaluation System Of Advertising Effects Of Enterprises

From the business point of view, this paper evaluates the effect of advertising at three aspects: economic effects, psychological effects and social effects. It sets up a scientific evaluation system to evaluate the effects of ads effectively. In placing advertisements enterprises are not very sure the effects of each medium. So this article chooses three first-level economic effects, psychological effects and social effects indicators. At the aspect of economic effects, enterprises choose two traditional economic effects index: market share and advertising effectiveness and take lag effect and the cumulative effects of ads into account. They also put brand awareness, corporate reputation, corporate reputation of the advertising costs and advertising rates effective numerical, which makes people could see the effect of enterprise image on the future economic index. At the aspect of psychological effects of ads, enterprises select three psychology parameters: rate of selected well-known ads, advertising recall rate and rate of ads target action and take forgotten factors into account. It describes the psychological cognitive process of target people after ads. At the aspect of social effects, enterprises take law and ethical belief into account and introduce national culture and art and social faith index. So that the result of social effect of ads could be accept by society.Finally, the evaluation system of ads is being used practically in this article. Combined with the situation of MIDEA, this paper evaluates economic effects, psychological effects and social effects one by one. By using faint comprehensive appraisal method and excellent ordinal method, it brings three first-level and 10 secondary indicators into an evaluation system. Faint comprehensive appraisal method is a comprehensive assessment model of ads effects, which gives attention to different level of ads effects. This paper gives a system of secondary indicators of ads effects evaluation and arranges the weight of these 10 secondary indicators according to excellent ordinal method. This paper establishes a evaluation system of ads from the angle of theory and method and analyzes the evaluation result and gives improved suggestion to reach the aim of study.