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电视广告传播效果是指电视受众在看到电视广告内容后,在视觉、听觉、心理感觉等方面留下的基本印象,以及由此对电视受众后期购买行为的影响。通过建立电视广告传播效果评判指标体系,根据模糊数学和熵值法构建的电视广告传播效果综合评判模型是可行的,有一定的实践价值和现实意义。
Television advertising is the television audience after seeing the contents of television advertising, the visual, auditory, psychological and other aspects of the impression left by the television audience and the subsequent purchase of the impact. By establishing the evaluation index system of television advertisement communication effect, it is feasible, based on fuzzy mathematics and entropy method, to make a comprehensive evaluation model of television advertisement communication effect, which has certain practical value and practical significance.