Evaluation Index System Of Chinese Advertising Creative

This paper attempts to explore the evaluation of the Chinese advertisingcreative by the "abstract feeling "into" concrete metrics ", and it was accessed to theadvice and consent of more than20experts and scholars,who are highlyrepresentative of advertising industry. We try to use the scientific academic researchmethod to construct the evaluation index system of the Chinese advertisingcreative,and strive to make it comprehensive, integral, systematic and to be suitablefor application, easy to operate, evaluation of objective, then it can provide referencebasis for the practice. It can be said that this study has contributed to promote thedevelopment of the academic field of quantitative evaluation.The article is divided into six parts, primarily uses literature study, work analysis,interviews of experts and scholars, scientific and academic research methods and soon, to explore the study of the evaluation index system of Chinese advertisingcreative. The process of constructing the index system is: first, on the basis ofpreliminary qualitative analysing of the criteria of the domestic representative ofmajor events, summarize and sort out the evaluation index Keywords, then getexperts’ and scholars’ guidance and correction of the preliminary findings throughinterviews to construct the initial evaluation index system of advertising creative.Secondly, we invited more than20highly representative industry experts andacademics to compare and screen of the indicators relative to the evaluation objectand the evaluation of the degree of importance of the goal, and repeatedly soughtthe opinions and suggestions of them, final get the complete evaluation index systemof the Chinese advertising creative. Third, this article uses fuzzy ComprehensiveEvaluation to data process on China advertising creative evaluation index weightassignment by experts and scholars to calculate the weights of each evaluation.Finally, empirically research and instruct on the specific operation of the evaluationindex system and evaluation methods of advertising creative and added there may besome problems in evaluation index system.