Research On Evaluation Of Building Advertising Effect And Its Application

In recent years, with the diverse forms of media, new media begin to enter the consumers'sight and grab the limited resource of attention. Enhance marketing awareness of enterprises has brought huge advertising demand, at the same time, competition of advertising market become more and more intense, the competition and counteract between advertise are factors that cannot be ignored in advertising. In order to win customers in a wide variety of advertising media, evaluation system of media itself has a certain tendency, which makes advertisers feel difficult to choose from evaluation data. Besides, it takes a lot of resources to get an objective advertising assessment, the delivery and evaluation of advertisement is a challenging work.In this research, we first started from the theory of advertisement, studied the basic definitions and characteristics of it and learned about the advertisement mechanism of consumer action. Then, we got the classification criteria of adverting objectives and adverting effectiveness from literatures, to find out the relationship between them. Besides, we also searched recent mainstream model of advertising effectiveness assessment, chose based on sales assessment and based on psychological assessment to analysis their method and defect. Through the former research, we proposed a new advertising effectiveness assessment which is based on advertisers'advertising goal. We applied AHP to construct the classification system and improved the secondary and tertiary indicators. Marketing staff of advertising company were invited to join our research and to determine the weight of each indicator. In the end, we chose two adverting cases of New Oriental in Wuhan to confirm our advertising effectiveness classification by questionnaire survey.