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论文类型：会议论文

发表时间：2005-01-01

收录刊物：CPCI-SSH

页面范围：591-595

关键字：advertisement; advertising psychological effectiveness; relationship

摘要：The authors puts forward a new concept named advertising psychological effectiveness on the bases of the researches on advertising communication effectiveness and advertising sales effectiveness, which include three psychological steps of consumers: liking, preference and conviction towards the advertisement in the advertising psychological effectiveness. We also explore the antecedents of the advertising effectiveness and the relationship of the three steps of it by an empirical study.