企业广告信息传播有效性研究  

Study on the Effectiveness of Business Advertising Information Transmission

作　　者：王慧[1] 

机构地区：[1]北京机械工业学院工商管理分院,北京100085

出　　处：《国外情报科学》2004年第5期537-539,543,共4页

摘　　要：从信息流的角度来研究企业的运营问题 ,涉及到信息的流入和流出两个方面。本文首先借助信息不对称理论探讨了企业信息流出的重要意义。广告作为企业信息流出的一种重要方式 ,其有效性是本文研究的重点。广告信息传播的有效性要靠对整个传播过程的全面管理来保证。本文以名人广告为例 ,对提高广告信息传播有效性的途径进行了研究 。Examine business operation from the information transmission angle,the matter involves information flowing in and out.First,this thesis probe into the significance of the business information flowing out,drawing support from information dissymmetry theory.Advertising is one important way of business information flowing out,advertising effectiveness is the focal point of thisthesis.Advertising effectiveness depend on the overall management to the whole transmission process.This thesis take celebrity advertising as an example,study ways to improve advertising effectiveness,inquire into how should advertisement to conduct effective persuading.

关 键 词：企业宣传 信息不对称 广告信息 信息传播 名人广告 信息流出 

分 类 号：F713.80[经济管理—广告] F270[经济管理—产业经济]