A Study On Factors Influencing Media’s Advertising Value—Based On The Process-Utility Theory

Advertising plays an important role in the world economic system and media’s economic activities, but the assessment of media’s advertising value has plagued many media managers and advertisers. Due to the absence of a scientific evaluation system, the media lack of scientific basis for setting advertising price, advertisers are also lack of adequate information support for decision-making when purchasing advertising. In this case, this study attempts to establish a rational evaluation system through the study on factors influencing media’s advertising value, in order to improve the efficiency of media’s operation and advertisers’investment.Media’s advertising value refers to media’s usefulness disseminating advertising information, which reflected in media can disseminate in a short time commercial information to the target crowd at relatively low cost, whose core value is communication. Based on "Persuasion Theory" and "Uses and Gratifications", this paper considers the value produced in contact, acceptance, persuasion and action areas, namely the communication’s process-utility theory. At the same time, starting from the perspective of cognitive psychology, using literature research method and Delphi method, the paper integrates factors influencing media’s advertising value. On this basis of that, the study will build the relatively scientific theory system and evaluation criteria.The whole dissertation can be divided into seven chapters as follows:Chapter1expounds the research backgrounds, research questions and research significance. Chapter2describes the basic theory and reviews the previous research about influencing factors and assessment methods of media’s advertising value on the basis of defining core concept. Chapter3proposes the hypothesis of this paper,"communication creates value". At the same time, this chapter shows the research framework and methods. Chapter4classifies influencing factors in response to previous studies, and uses cognitive psychology theory to build a system of factors influencing media’s advertising value. Chapter5sets indicators at all levels on the basis of analyzing the influencing factors in the four areas, and proposes appropriate measure, according to the statistical results and related theories. Chapter6adjusts the theoretical system by using the Delphi method, calculates the weight of indicator by using SPSS17.0software, and eventually forms a relatively scientific evaluation system of media’s advertising value. Chapter7summarizes the whole conclusions, and points out the contributions and limits of the study. Besides, the author also shed light on the orientation of media’s advertising value research in future.