Fuzzy Comprehensive Evaluation of the Advertising Psychological Effect

摘要：

Advertising effects can be divided into economic effect, social effect and psychological effect, and the core part is the psychological effect. The paper constructs the evaluation index system of advertising psychological effect, using analytic hierarchy process to weight the index, and using fuzzy comprehensive evaluation method to evaluate the psychological effect of advertising. Through the evaluation, we can predict the effects of the contents of advertising to the consumer and market, in order to reduce the risk of advertising stats and underlie for enterprise managers.

关键词： psychological effect fuzzy comprehensive evaluation advertising

作者: DU Hengbo XU Yanfeng

作者单位: Glorious Sun School of Business and Management,Donghua University,P.R.China,200051 School of Managem School of Management,Shandong Institute of Business and Technology,P.R.China,264005

会议类型: 国际会议

会议名称: 2010 International Conference on Technology Innovation and Industry Development(2010年技术创新与产业发展国际研讨会)

会议地点: 烟台

会议语种:英文

页码: 589-592

在线出版日期: 2010-09-17（万方平台首次上网日期，不代表论文的发表时间）