摘要
随着数字媒体技术的迅猛发展，广告行业正经历深刻的变革，创意设计与效果评估成为提升广告传播效能的核心议题本研究以数字媒体广告为对象，探讨其创意设计策略及其效果评估方法，旨在揭示创意设计对广告传播效果的影响机制研究基于用户行为理论和传播学原理，采用定量与定性相结合的研究方法，通过问卷调查、实验分析及案例研究，系统考察了视觉元素、互动设计及叙事结构等关键因素对用户参与度和品牌记忆的影响研究表明，具有强互动性和情感共鸣的创意设计能够显著提升用户的参与意愿和广告信息的记忆深度此外，研究构建了一套综合考虑传播效率、用户反馈及品牌价值提升的效果评估模型，为广告实践提供了科学依据本研究的创新点在于将用户体验融入创意设计框架，并提出基于数据驱动的动态评估体系，为数字媒体广告的优化提供了新思路研究成果不仅丰富了广告创意设计的理论内涵，也为行业实践提供了可操作的指导方案
关键词：数字媒体广告；创意设计；效果评估；用户参与度；品牌记忆
Abstract
With the rapid development of digital media technology, the advertising industry is undergoing profound transformations, and creative design along with effect evaluation have become the core issues for enhancing the efficacy of advertising communication. This study focuses on digital media advertisements, exploring their creative design strategies and methods of effect evaluation to reveal the influence mechanism of creative design on advertising communication effectiveness. Grounded in user behavior theory and communication principles, this research adopts a combination of quantitative and qualitative approaches, utilizing questionnaires, experimental analyses, and case studies to systematically examine the impact of key factors such as visual elements, interactive design, and narrative structures on user engagement and brand memory. The findings indicate that creative designs with strong interactivity and emotional resonance can significantly enhance users' willingness to participate and deepen their memory of advertising information. Furthermore, this study constructs an effect evaluation model that comprehensively considers communication efficiency, user feedback, and brand value enhancement, providing a scientific basis for advertising practice. The innovation of this research lies in integrating user experience into the fr amework of creative design and proposing a data-driven dynamic evaluation system, offering new perspectives for optimizing digital media advertisements. The research outcomes not only enrich the theoretical connotations of advertising creative design but also provide actionable guidance for industry practices.
Keywords：Digital Media Advertising; Creative Design; Effect Evaluation; User Engagement; Brand Memory
目 录
摘要 I
Abstract II
一、绪论 1
(一) 数字媒体广告研究的背景与意义 1
(二) 国内外研究现状分析 1
(三) 本文研究方法与技术路线 1
二、数字媒体广告的创意设计原理 2
(一) 创意设计的核心要素分析 2
(二) 用户行为对创意设计的影响 3
(三) 数据驱动的创意设计策略 3
三、数字媒体广告的效果评估体系 4
(一) 效果评估的关键指标选择 4
(二) 定量与定性评估方法对比 4
(三) 基于数据分析的评估模型构建 5
四、创意设计与效果评估的实践应用 5
(一) 实际案例中的创意设计应用 5
(二) 效果评估在优化广告策略中的作用 6
(三) 创意与效果之间的互动关系分析 6
结 论 8
参考文献 9
