Evaluating and analyzing the effectiveness of online advertising
Huini Zhou, Li Li, Xiaoguang Gu · 2018 5th International Conference on Industrial Engineering and Applications (ICIEA) · 2018
This paper analyzes similarities and differences between online advertising and traditional advertising, and puts forward the push-pull model for communication process of online advertising firstly. Then the evaluation index system is constructed from four dimensions (psychological effectiveness, communication effectiveness, economic effectiveness and social effectiveness) based on the push-pull model. Next, cloud model is used to transform the qualitative index of index system into quantitative data. Finally, the independent design of evaluation indexes is carried out by Mahalanobis-Taguchi Gram-Schmidt (MTGS) method. The numerical study shows that the evaluation index system can be used to evaluate the effectiveness of online advertising comprehensively and rationally, and the transform problem of qualitative indexes and the correlation problem of indexes can be solved by cloud model and Mahalanobis-Taguchi Gram-Schmidt method.