如何有效地评价广告的效果,已成为消费行为学研究的一个重要课题,也是企业长期以来一直寻找的答案。通过数十年的研究与实践,尽管人们提出了各种各样的评价方法,但从整体上看,主要有记忆评价法、态度测量法、生理评价法和直接测量法等几种常用方法。记忆评价法记忆评价法是基于这样的假设:广告的理想效果就是诱发消费者购买行为的发生,而这一行为的发生常常是延迟的,这就要求广告的印象必须在消费者心目中保持足够长的时间。同时,广告还具有学习的功能,而学习又是与记忆分 How to effectively evaluate the effectiveness of advertising has become an important topic in the study of consumer behavior and also the answer that enterprises have been looking for for a long time. Through decades of research and practice, although a variety of evaluation methods have been proposed, generally speaking, there are several commonly used methods such as memory evaluation, attitude measurement, physiological evaluation and direct measurement. Memory evaluation method Memory evaluation method is based on the assumption that the ideal effect of advertising is to induce the occurrence of consumer buying behavior, and this behavior is often delayed, which requires that the impression of the advertisement must be sufficient in the minds of consumers Long time. At the same time, advertising also has the function of learning, and learning and memory points