摘要:以移动通信、移动互联网行业为首的新兴市场呈现出蓬勃发展的态势，导致中国手机市场竞争日趋激烈，形势良好，手机出货量也突飞猛进。在这种环境下，越来越多的企业想通过广告迅速争取客户资源、树立品牌形象。但广告活动的盲目性使得只有一部分的广告收到了良好的效果，所以对广告效果的研究也成为共同关注的焦点。因此，本文通过对OPPO Real音乐手机电视广告效果的调查研究，为今后企业产品广告效果的科学评价提供参考建议。

　　　本文首先对广告效果的理论文献进行研究，梳理总结出广告效果的研究模式、影响因素等；然后在此基础上，运用定性分析和定量分析的方法，理论结合实际，对OPPO Real音乐手机电视广告效果进行研究分析，进而得到OPPO Real音乐手机的电视广告效果；最后根据的研究结果，分析其优点与不足，在优点的基础上得出一些关于广告效果如何有效的启示，对其不足的地方进行改进。本文OPPO Real音乐手机的电视广告效果提升建议具体如下：①提高产品品质，增强信任度；②合理选择广告代言人③巧妙选择电视媒体④增加网络渠道，配合电视传播。

关键词 电视广告；广告效果；Clyde Bedell模式

Abstract:The emerging markets, which are led by mobile communications and mobile Internet industry, are showing a booming trend. This brings the Chinese mobile phone market increasing intensified competition and a good situation, with the outlet of mobile phones increasing rapidly. In this situation, more and more corporations attempt to gain client resources and establish brand images by the way of advertising. However, the survey of advertising activities becomes the common focus. In this paper, through the survey and research of the effectiveness of OPPO Real music phone TV advertising, references can be provided to make a technical appraisal on every corporation’s advertising effectiveness.

　　　Firstly, in this paper, by the survey of theoretical literatures about advertising effectiveness, models of researching advertising activities and factors are concluded. Then, through qualitative and quantitative analysis, integrating theory with practice, the effectiveness of OPPO Real music phone TV advertising are surveyed and analysed. Finally, according to the result, analysing its advantages and disadvantages, enlightenment on how to conduct effective advertising activities can be gained based on advantages, while improving disadvantages. Suggestions on how to improve OPPO Real music phone TV ads’ effectiveness are the following: ①Improve products’ quality and enhance trust. ②Make the reasonable choice of endorsers. ③Choose television media cleverly. ④Add internet channels with television transmission.

Keywords  TV advertising  Advertising effectiveness  Clyde Bedell model