| 广告的效果构成与广告创意及其实施与控制 |
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| 引用本文： | 王银芹.广告的效果构成与广告创意及其实施与控制[J].孝感学院学报,2002,22(2):93-96. |
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| 作者姓名： | 王银芹 |
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| 作者单位： | 孝感学院,广告艺术研究所,湖北,孝感,432100 |
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| 摘 要： | 广告效果由广告的刺激强度、广告价值笼络力和广告购买决策驱动力三个层面构成,沿着这三个方向进行广告创意并进行有效的实施与控制,是保证广告效果的必然途径。其中,把握好广告背景和心理“差补效应”对实现广告创意及其实施与控制的有效性尤为重要。
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| 关 键 词： | 刺激强度 价值笼络力 购买决策驱动力 广告背景 差补效应 |
| 文章编号： | 1671-2544(2002)02-0093-04 |
The component of Advertisement Effect and the Enforcement and Control of Advertisement Originality |
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| WANG Yin-qin.The component of Advertisement Effect and the Enforcement and Control of Advertisement Originality[J].JOURNAL OF XIAOGAN UNIVERSITY,2002,22(2):93-96. |
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| Authors: | WANG Yin-qin |
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| Abstract: | The advertisement effect is composed of stimulative degree,value influence power and purchasing decision power.It is a necessary way to keep the advertisement effect that advertisement originality must follow the above three directions and making the effective enforcement and control.Especially, how to grasp the advertisement background and the psychoactive "disparity supplement reactions" is very important to realize the effectiveness of advertisement originality and its enforcement and control. |
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| Keywords: | stimulative degree value influence power purchasing decision power advertisement background disparity supplement reaction |
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