隨著時間的推移、科技技術的日新月異、媒體型態的改變，消費者的消費習慣與以往有所不同，市場環境已由過去的生產導向轉變為行銷導向。企業不再像以前只著重於生產面，更逐漸開始著重於產品的推廣。為了推廣產品，最常使用的方式就是利用廣告。且近年來許多研究發現廣告是影響消費者行為的主要因素，企業可以利用廣告將具有代表性的產品或服務傳達給消費者藉以創造知名度，進而幫助企業提高銷售收入。雖然有許多廣告擁有傑出成功的表現，卻有更多的廣告未能達到預期效果。本研究的主要目的在於探討影響廣告效益的重要因素項目與重要性排序。研究方法採用層級分析法，以具代表性的消費者與專家為主要研究對象。研究結果發現影響廣告效益的主要因素分別為個人主觀偏好、潛在記憶、廣告設計以及文化價值觀。其中又以「個人主觀偏好」重要程度最高，而在整體權重排序中前五項細部指標依序分別為對產品的印象、廣告類型、知名的代言人、女性主角、對廣告的第一印象等，前五大因素合計權值高達0.634，足以顯示此五大因素的關鍵影響力，研究結果並可作為廣告實務工作者或銷售人員制定廣告決策之重要參考依據。

Following the change of time, ever-changing technologies and media types, the consumption habits of consumers are quite different from the past and the market environment has changed from production-oriented model to marketing-oriented model. Companies nowadays no longer only focus on the production but gradually give importance to product promotions. The most common method for promoting a product is by advertising. Recently, many studies have found that advertising is the main factor affecting consumer behavior. Companies can take advantage of advertising to promote their most representative products or services to consumers to increase the company's popularity and increase the company sales. Although many successful ads have outstanding performances, more ads have not obtained the desired results.This study mainly explores on the factors affecting advertising effectiveness and its order of importance. This research used AHP method and the consumers and experts are randomly selected as respondents. The results showed that the main factors include subjective preference, potential memory, advertising design and cultural values. ”Subjective preference” is the most important factor where the top five index of the overall weight are the product image, advertising type, endorser, leading actress and the first impression on the advertisement, respectively. The weighted value of the top five factors reached 0.634. This shows the importance of the effect of the five key factors. The results of this study can serve as an important reference for advertising practitioners or sales staff in making decisions.