Research Of Advertising Effectiveness Evaluation System

Along with the rapid development of the society, the market competition is getting more drastic,the role of advertising on marketing has long been self-evident.Any products who want to go into market cantnot go without advertising.So we can imagine how enormous the investment is .Of course any advertisers want to know whether their ads is effective, how act effective, whether achieve their own goal. Therefore, the study of the assessment of the effect of advertising is getting more and more concern from businessmen and scholar, but also it has far-reaching practical significance.This paper aims to establish an integrated system about the evaluation of the advertising, makes it operational, can add new thinking for the evaluation of the advertising, offer valuable thinking for advertising workers and advertisers.This paper is based on the actual operation of the project implementation, has both the support of the theory and the test of the practice,according to the combination of practice and theory, design a set of scientific rational, easy-to-use ad performance evaluation system, and finally represent in digital form , making evaluation of the results of advertising more intuitive.First ,in this paper, the effect is divided into three levels ad six effects, that is, immediate results, the recent results (including diffusion effects, the psychological effects and sales results), long-term effects (including the brand effects and social effects). Second, ad performance evaluation system is divided into two parts including evaluation guideline and evaluation method,And evaluation guideline mostly include diffusion effects evaluation guideline, psychological effects evaluation guideline and brand effects evaluation guideline;in the assessment part introduce AHP Analytic Hierarchy Process to determine the values of each guideline, put every guideline in the mathematical model, makes the advertising process include both the subjective information of advertisers and impersonal meticulous logical thought. Therefore, this paper proposes a scientific and rational, easy-to-use ad performance evaluation system.