| Summary: | 碩士 === 正修科技大學 === 經營管理研究所 === 99 === As time goes by, technology has moved forward, and types of media have changed since new era comes. Consumer changes their own habits to consume differently nowadays. Marketing environment has changed from productive age into new milestone: marketing concept. Enterprises are more eager to prompt their products instead of mass production. More often way to prompt enterprise products is to use advertisement (ads). Many studies have found out that AD has changed consumer behaviors. Companies often use ads to be the representative of the products or services to convey to consumers, to create awareness and help companies increase sales. Although many ads showed outstanding success, some of the ads did not meet the expected performance results.
The main purpose of this study is to explore the impact of important factors and advertising effectiveness in different types of products and advertising. Fuzzy AHP, for scholars, experts and consumers is used as the objects of study. The research results obtained the following four conclusions (1) the factors that affect advertising effectiveness can be divided into personal and subjective factors, the potential memory, advertising and cultural values which four criteria for dimensions, also contains a detailed assessment of 13 indicators; (2) factors that are relatively important in affecting advertising effectiveness were “subjective factor”, “potential memory”, “advertising” and “cultural values”, while the overall index in detail in the top five were sort of “advertising type”, “well-known voice”, “female hero”, “the ad's first impression”, “advertising content”; (3) in different products, the impact on advertising effectiveness, product-category purchase goods, low-risk products and high product involvement degree are the highest among the criteria of the comprehensive assessment; (4) in the different advertisements, comparative and rational assessment is the highest among the criteria.
The study also found indicators of assessment emerged in detail, providing marketing decision-making reference for the industry.
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