摘要
以我国体育用品电视广告为指涉对象,通过设计一套衡量消费者对我国体育用品广告产生心理反映的调查问卷和数据分析,得出反映体育用品广告效果评价的主要因子,据此构建一个体育用品广告心理效果评价指标体系,建立评价模型。该模型可用于评价消费者对某一体育用品广告产生的心理效果,并有助于指明该产品广告需要改进之处。
A questionnaire closely related to the psychological reflection of customers is designed and the nine factors that reflect TV sports advertising psychological effect appraisement are obtained through analysis purchase information, As a resul, t the appraisement index system of TV sports advertising psychological effect was formed and an appraisement mode was constructed. Mean while point out TV sports advertisement＇s shortages and expectation on originality.
出处
《体育与科学》
CSSCI
北大核心
2010年第3期26-28,51,共4页
Sports & Science
关键词
电视体育广告
效果
评价
模型
TV sports advertisement
effec
appraisementmodel
modle
