业界对广告投放的有效频次一直存在较大争议,在作者看来,究其原因,主要是未解决合理的参数设定,尤其是对于媒体投放有效频次过于单纯的衡量。基于此,作者着重强调了在广告投放的规模效应所带来的“人际传播效应”这一通常被忽略的因素。并且通过对广告投入总规模(而非单纯的有效频次)对人际传播的影响过程的具体分析,提炼出了随广告投入增长出现的广告效果表现的三个临界点:大众传播与人际传播的分化临界点;到达效果和行为效果的分化临界点;知晓度效果与美誉度效果分化临界点。对广告投放规模测算与效果的关联的提出了一个探索性的但全新的分析视角。 There is always much controversy over the effective frequency of advertisements in the industry. From the author’s point of view, the reason for this is that the reasonable setting of parameters has not been solved. In particular, it is too simplistic to measure the effective frequency of media delivery. Based on this, the author emphasizes the often neglected factor of “interpersonal communication effect” brought by the scale effect of advertisement delivery. And through the concrete analysis of the impact of the total amount of advertisement input on the interpersonal communication process, the author draws the three critical points of the ad performance that appear with the increase of advertising investment: the differentiation of mass communication and interpersonal communication Critical point; reaching the critical point of differentiation of effect and behavioral effect; critical point of effect differentiation and reputation differentiation. An exploratory but completely new analysis perspective is proposed for the connection between the measurement and the effect of advertisement delivery.