Sales-oriented Advertising Evaluation System Build

The aim of this thesis is to probe into the principles and methods of how to establish a model to evaluate the effects of advertisements, and to construct such a model in the consumer goods category. Firstly, we discuss the purpose of evaluating advertising effects, and define the connotation of advertising effects. Further, we introduce the source of advertising psychology research, pointing out that this is an essential aspect of advertising effects. And we compare two different advertising effects theory, demonstrating the two theory both have some defect.In order to demonstrate the need and importance to develop models to evaluate advertising effects, we make a particular introduction to various kinds of evaluation methods in practice, before and currently. Some of them are very simple and direct, and others are relatively complex systems. But as to our objective of effects evaluation, these methods have some problems more or less. Moreover, the development of today's business world has brought new challenges to the evaluation of advertising effects.Then we introduce kinds of research aiming at advertising effects in academic, among these are a series of mental effects evaluation models. We describe the development of advertising function patterns in the recent 100 years, and point out the advantages and limitations of some popular models.