The existing methods on measuring advertising effects do not reflect the real process how advertising affects consumers.

现有的广告效果测评方法不足以反映出广告对于消费者心理影响的过程。

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Then we introduce kinds of research aiming at advertising effects in academic, among these are a series of mental effects evaluation models.

之后，我们介绍了学术界对于广告效果进行的各种类型的研究，包括一系列广告心理效果测评模型。

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Resentment and distrust often lead to counterargumentation and to boomerang effects where consumers come to believe conclusions diametrically opposed to conclusions endorsed in advertising claims.

怨恨和不信任往往会导致论证和反论证的结果，产生反效应，消费者会相信与广告主张截然相反的结论。

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First, mix models measure advertising and promotion effects only among total sales rather than among penetration versus repeat purchases.

FORBES: The Downside Of Marketing Mix Models Is There's No Upside For CMOs

These efficiency measures reduce ad effects, misleading marketing managers to choose further spiraling reductions in advertising costs and ad effects.

FORBES: The Downside Of Marketing Mix Models Is There's No Upside For CMOs

In recent weeks, Facebook has been looking to monitor the real-world effects of advertising on the platform.

BBC: Technology reporter, BBC News