Advertising Appeals On The Perception Of The Consumer Product Innovation

With product innovation becomes one of the most important competition means among enterprises, consumer's apperceive of product creativity is an important part of the whole evaluation to product. The process of float a new product to market involves advertising, across to the different of the content, and advertisement can divide into two kinds: rational advertisement and emotional advertisement, they have different influence on customer perception of the creativity of product, the diversity may affect customer apperceive and evaluation the creativity of product.The thesis firstly confirm the dimensionality of creativity ,divide it into three parts: attribute dimensionality,product influence dimensionality and preference dimensionality, then establish a model which explain the process of advertisement influence the customer apperceive the creativity of product, add two control variables into the model, state relational hypothesis, gain data through market research, finally use relative analysis and multivariate analysis of variance to test the hypothesis, we find that rational advertisement remarkable influence customer apperceive the creativity of attribute dimensionality, emotional advertisement remarkable influence customer apperceive the creativity of product influence dimensionality, but advertisement type have no effect on customer apperceive of preference dimensionality, so does customer gender, but not include product type, then purpose the advise of marketing and point out the deficiency of thesis.Study conclusion indicate that as long as enterprise can understand consumer's apperceive of every component of products innovative and advertisement demands and other factors impact on this kind of esthesia, they Could have an object in products propaganda, stress the products advantage, choose the suitable advertising demand , and implement the goals of enterprises.