ABSTRACT题 目：方太灶台“一场温情的告别”广告效果分析摘 要近年来，企业越来越重视对品牌和产品广告的投入，但对广告效果的测定却不足够重视，这造成企业广告资源不必要的浪费。广告效果分析可以让企业提高广告资源的利用率，节省企业成本，优化广告战略。 本文围绕方太公司在 2019 年初投放的灶台广告“一场温情的告别”广告效果进行分析，主要运用文献调查法和问卷调查法，研究方太灶台“一场温情的告别”广告的经济效果、传播效果和社会效果，指出方太灶台广告效果中存在经济效果差、传播效果不理想、社会效果不尽如人意等问题，并深入分析产生上述问题的主要原因：受众选择不明确、广告形式单一、媒介选择保守等原因，并针对性提出明确目标群体、加强品牌建设、精准选择广告媒介、多样化传播媒介选择的对策。最后，本论文提出的改善对策，对方太企业和同行业企业日后的广告战略制定和经营发展规划有一定的参考价值。 关键词：广告效果；经济效果；社会效果；传播效果 PAGE IABSTRACTABSTRACTIn recent years，Enterprises pay more attention to the investment in brand and product advertising. However,the measurement of advertising effect is not paid enough attention to. This results in unnecessary waste of advertising resources in enterprises. The Analysis of Advertising effect can make Enterprises improve, utilization rate of Advertising resources, Save enterprise cost, Optimizing advertising strategy.This paper uses the methods of literature survey and questionnaire survey, To study the economic effect Communication effect and social effectof a tender farewell advertisement on the stove of Fang Tai. It is analyzed that the economic effect of the advertisement of Taiyuan stove is poor, The communication effect is not ideal, Problems such as unsatisfactory social effect. And in-depth analysis, the choice of the audience who caused these problems is not clear, Single form of advertisement,Reasons such as conservative choice of media, And put forward a clear target group.strengthen brand...
