the process that advertising effects audience is in a proper order of contact, hold, and feedback, while the process of 20th's advertising theories is in a negative direction.
advertising effects the appraisal automatically when consumer confronted with unfamiliar production, especially significant under low- involvement condition.
消费者对认知不完善的商品进行评价时,广告发生了自动的影响,这种情况在低卷入状态下更为显着。
the proportion of advertising effects & measurements field dropped all through the second half of the 20th century;
消费者对广告的认知领域在半个世纪以来一直平稳发展,比例波动范围不大;
then we introduce kinds of research aiming at advertising effects in academic, among these are a series of mental effects evaluation models.