Process / pipelineMedia measurement and campaign evaluation
广告效果研究
广告效果研究是旨在衡量广告活动对消费者认知、态度、购买意愿和销售影响的研究方法。这些研究通过营销科学和媒体测量领域的工作发展而来，采用实验设计、多变量分析和归因建模来将广告效果与其他市场因素区分开来。
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来源
- Erdem, T., & Sun, B. (2002). A Fuzzy Aspect Model for CRM System Selection. Decision Support Systems, 29(3), 475-487. link ↗
- Hanssens, D. M., Parsons, L. J., & Schultz, R. L. (2001). Market Response Models: Econometric and Time Series Analyses (2nd ed.). Kluwer Academic Publishers. ISBN: 978-0792372158
- Campbell, M. C., & Kirmani, A. (2000). Consumers' Use of Persuasion Knowledge: The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent. Journal of Consumer Research, 27(1), 69-83. DOI: 10.1086/314309 ↗
如何引用本页
ScholarGate. (2026, June 3). Advertising Effectiveness Study and Impact Measurement. ScholarGate. https://scholargate.app/zh/marketing/advertising-effectiveness-study
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