Empirical Research On Assessment Of Luxury Advertisement Effects

With the continuous growth of Chinese economy, the frequency of the word “luxury” thatwe can see is increasing. Domestic luxury consumer population gradually increased, meanwhileluxury market is also expanding, luxury specialty stores and flagship stores have sprung up inmainland China emerge. In order to attract the attention of high-end consumer groups, the luxurybrand has spent heavily to build the luxury of brilliant advertising. The advertising investment isnot necessarily proportional to the income, how to know the high input of advertising revenuecaused by the case, you need to be tested and evaluated on advertising effectiveness. However, inpractical activities, this is an important part of the research on advertising effectiveness been a lotof luxury brands ignored. The reasons for this phenomenon is probably that advertising plannershas less awareness on the subject, the more important reason is because of the luxury goodsindustry is not complete advertising effectiveness evaluation system. Therefore the research onassessment of luxury advertisement effects is worth in-depth research in both industry andacademia.The luxury advertisement activities are based on the rational and impersonal assessment ofluxury advertisement. In this paper, we elaborate the research status of luxury advertisementeffect from audiences’ perspective, a evaluation model of Luxury advertising effectiveness isestablished. According to the characteristics of the luxury goods industry, the luxury advertisingeffectiveness evaluation is divided into advertising economic effects of advertising psychologicaleffects and advertising social effects, and differences of these three indicators in the evaluation ofthe different types of luxury goods advertising studied and analyzed. In this paper, the specificoperation of the advertising audience questionnaire, the collection of data using statisticalsoftware SPSS17.0factor analysis of the survey results, the importance of analysis, variance analysis and significance analysis. It was found that there are significant differences betweeneconomic effect and social effect indicators for two classes of luxury advertisement effectevaluation, while psychological effect index does not exist significant differences. We divide thespecific indicators of luxury advertisement effect evaluation into different level according toimportance of what’s more, we adjusted and amended the evaluation model of the luxuryadvertisement effectiveness. Finally we used the Office weight double-base point method tostudy social effects of Dior j’adore advertisement.