(1) Advertising promotion effect is also called the direct economic effect of advertising, which reflects the proportional relationship between advertising expenses and commodity sales (amount). The measurement of advertising promotion effect is based on the increase or decrease of commodity sales (amount), but because there are many factors affecting product sales, advertising is only one of them, so it is not comprehensive to measure advertising effect simply by the increase of sales (amount). It can only be used as a reference to measure the effectiveness of advertising.
(2) the measurement of the effect of advertising itself. Advertising itself is not measured by the number of sales, but mainly by the psychological effect of advertising on consumers in the target market, including attention, interest, emotion, memory, understanding and motivation of commodity information. Therefore, to measure the effect of advertising itself, we should mainly measure the popularity, attention, understanding, memory, audio-visual rate, purchase motivation and other items.