Discussion on Evaluation of Advertising Creativity

摘要：

People vary very much when it comes to evaluation of advertising creativity．The lack of uniform standards and methods may be the main reason．In this paper we put forward selection principles of evaluation index and established an index system of advertising creativity．The analytic hierarchy process and fuzzy comprehensive evaluation technology were also used to construct evaluation model．An advertisement on health care product broadcasted on channel of China Central Television(CCTV)was evaluated by the model．Evaluation result was consistent with the fact,which shows that the evaluation index system and model put forward in this paper can be operated practically．

关键词： Advertisement evaluation creativity Index system Evaluation model Fuzzy comprehensive evaluation

作者: HE Songbiao WANG Fang

作者单位: College of Economics and Management,China University of Pemfleum,Dongymg，Shangdong，P.R.China,257061

会议类型: 国际会议

会议名称: The First International Conference on Complexity Science Management(2010 计算机与软件建模国际会议 ICCSM2010)

会议地点: 武汉

会议语种:英文

页码: 240-245

在线出版日期: 2010-10-22（万方平台首次上网日期，不代表论文的发表时间）