广告:没有质量标准的行业——简析现行的广告效果的测定方法  

Advertisement:A Profession Without Criteria of Quality——A Brief Analysis of the Ways Currently in Force to Measure the Effect ef Advertisement

作　　者：余红刚[1] 

机构地区：[1]长沙大学人文系,湖南长沙410003

出　　处：《怀化学院学报》2003年第6期75-77,共3页Journal of Huaihua University

摘　　要：广告的效果即广告的质量 ;广告效果的特征是影响广告效果测定的主要因素 ;现行广告效果测定的方法是不够全面、科学的 ,都不能作为广告效果评定的标准。The effect of advertisement means the quality of advertisement. The features of the effect of advertisement are the main factors which affect the measuring of the effect of advertisement. The ways currently in force to measure the effect of advertisement are not overall and scientific enough,so they all cant be used as the cirteria to measure the effect of advertisement.

关 键 词：质量标准 广告效果 测定方法 销售效果 认知效果 

分 类 号：F713.80[经济管理—广告]