At present, the indefinite nature of advertisement expenditure makes corporations in a troubled state, things that advertises are in poor effectiveness make advertising companies get into trouble. In corporations' views of trade expenses reductions, the dissertation tries to offer new arguments to solve these questions. In current situation, in order to meet the needs of which corporations apply advertising the system of advertising effectiveness evaluation was formed, which was engaged in systematic research. The position on the advertising evaluation of quality and media (form), was explained. Especially, the 3-phase system of advertising effectiveness evaluation: ways and theories was presented. For the sake of convenient use, these ways and theories both derive from practical experiences. The 3 phases evaluation system, is advertising effectiveness evaluation (quality) = advertising idea phase evaluation + creating advertising phase evaluation + after advertising phase evaluation + after advertising phase evaluation, emerges the full view of advertising effectiveness evaluation (quality), makes corporations conveniently come into use. A corporation wants to make advertisement expenditure effective, ought to offer an advertising company entrusted prerequisite data, and masters work quality of 3 phases aforesaid during the process of advertising companies execution. The advertising media (form) was also controlled. An advertising company wants to make advertising effective, also ought to control work quality of 3 phases aforesaid. In a word, 3 phases aforesaid are key points of making advertising campaigns effective