PSYCHOLOGICAL STUDY ON THE ADVERTISEMENT COPY EVALUATION SYSTEM

Abstract

Abstract: An investigation was made from 1990 to 1991 on the general evaluation ofnewspaper and TV advertisements in many cities in China. Basic evaluationfactors and the relative importance were obtained as follows: Credibility(.22), attractiveness (.21), Suitability (.17), Cognition (.16), fluency(.13),and Necessary information (.11), (the former five factors are common for bo-th mediums, the last one for the newspaper Ad.). A mathematical modelof the advertisement evaluation was also established through the experiment: B=∑a_k·r_(kj)

Key words: advertising, advertising psychology, advertising evaluation, evaluation system

Ma Mouchao,Chen Yiwen,Zhang Yufeng,Jin Guiqi,Jia Yubin,He Qiyuan,Li Xin,Cheng Zhuangzhuang,Gong Qinggang,Zeng Xianshan,He Shuzhen Institute of Psychology, Chinese Academy of Science Chinese Advertisement Association Lutong Adertising Compang, Weifang, Sha. (1992). PSYCHOLOGICAL STUDY ON THE ADVERTISEMENT COPY EVALUATION SYSTEM. , 24(04), 88-94.

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PSYCHOLOGICAL STUDY ON THE ADVERTISEMENT COPY EVALUATION SYSTEM

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