Some memory effects on advertising research.docVIP

 PAGE \* MERGEFORMAT 20 Some memory effects on advertising research Shi Yuzhu said a word, a more classic words. ‘China Central Television’s a lot of advertisements and beautiful people remember. ‘We tend to remember an ad is very beautiful, but often forget what the ad is to sell. On the contrary, we feel Melatonin ad is vulgar, but they all know what it is selling something. Melatonin ad had been a lot of the so-called ad industry rating for their lack of creativity and beauty advertising cases. The interesting thing is, when transferred to rely on the Internet as ‘first Esu’ ads, Melatonin hit a several billion in sales. From this level, the Melatonin is a successful advertising. Soil advertising lay big market, not by chance be able to explain. Immersed in the aesthetic of the self-satisfied ad artists, whether they ignored the basic business rules. The purpose of advertising is to convey some information to users, so advertising message to be conveyed by the user really remember, and understand that this is a very important evaluation index. If you read the ads of those who can remember the ads much critical information, then the effectiveness of This ad can imagine. A lot of advertising agencies in the pursuit of excellent and creative advertising precisely the same time ignoring this. Some people often use the sales growth rate as an advertising effectiveness evaluation criteria. However, sales growth will be affected by many factors, but even the growth in sales over the same period are not fully attributed to the effect of advertising, it may be some time before the integration of a variety of marketing mix effects of a further extension. Therefore, the study results the right way advertising should include the use of advertising on consumer behavior, buying behavior, product attitude, brand attitude and other aspects of the impact. Determination of the effect of advertising on people sum up the ‘ladder effect’ method of measuring advertising effectiv