广告主经常会遇到这样一个问题,广告打了好长一段时间,广告计划也执行了一部分,销售效果却不见动静。巨额的广告费引起企业大量的现金流出,如果无法增加销售,加速商品流通,将致使企业的资金周转困难,甚至危及企业的生存。但是,大众传播的效果又是长期、潜移默化的。广告不一定会立竿见影地产生促销效果,也许在广告推出一段时间后,广告效果才能够显露出来,这就是广告的“睡眠效应”。对于新产品或贵重商品而言,由于存在较高的购物风险,这种滞后的时间会更长一些。从广告的 AIDA 模式 Advertisers often encounter such problems. Advertisements have been played for a long period of time. The advertising plan has also been implemented, but the sales effect has not been changed. The huge amount of advertising fees has caused a large amount of cash outflows from companies. If it fails to increase sales and speed up the circulation of goods, it will cause the company’s cash flow to be difficult and even endanger the survival of the company. However, the effects of mass communication are long-term and subtle. Advertisements may not produce immediate sales promotion effects. Perhaps the advertising effect can be revealed after the advertisement is released for a period of time. This is the “sleep effect” of advertisements. For new products or valuable products, due to the higher shopping risks, this lag time will be longer. AIDA mode from ads