The study of the factors in the effect of cosmetic advertisement

摘要

Along with the swift change of time, the consumption behaviors of customers have altered from what it used to be in the past, so as the market, it has shifted from the concept of production to the concept of promotion. Product marketing has become the main focus for all enterprises and the advertisement is by far the most commonly used method for promoting products. The study is to probe the critical factors for the impact which the advertisement will cause in sale and compare the difference between the service orientation and the marketing orientation. Fuzzy AHP is applied in order to evaluate and weigh the relative effect which the advertisement will create among different demography and as a whole. Result then is arranged in order. The factors of advertising influence are obtained and examined through various related documents in this study, they are categorized into four major factors and thirteen sub-factors. By using Fuzzy AHP and the common evaluation of twenty five specialists to establish a hierarchical structure and ensure the importance of each evaluation factor, the result is followed: 1) Based on the factor of the advertisement effect in sale, subjective preferences play the main role and have the best evaluation in advertisement effectiveness, 2) Type of advertisement has the major effect under the sub-factor of the advertisement effect in sale, 3) In the category of subconscious memory, first impression brings out the greatest effect, 4) The content of advertisement makes the best out of the design of advertisement as a sub-factor, 5) In the sub-factor of cultural value, ad which emphasizes safety and reliability shapes the notable effect. The above evaluation structure of advertisement effectiveness can be provided to marketing and promotion companies as a reference in designing the ad as well as in the process of selecting the best advertisement.