尽管影响消费者印象和各品牌实际销量的因素很多,除了广告以外还有朋友介绍、研讨会、展览展示和公司咨询等,但经多次调查表明,广告是众多因素中最重要的。因此广告效果如何非常引人注目。 广告效果评价是广告活动的重要环节之一。它可从广告内容和媒体效果两个方面着手,前者主要包括 Although there are many factors that affect consumer impressions and the actual sales volume of each brand, there are not only advertisements but also friends’ presentations, seminars, exhibitions and company inquiries. However, after many surveys, advertising is the most important factor among many factors. So how effective advertising is compelling. Advertising effectiveness evaluation is an important part of advertising activities. It can start from two aspects of advertising content and media effects, the former mainly include