Two studies were performed to examine which aspects of Dimensions of Advertising Responses and Evaluations(DARE) more efficiently influence to raise the advertising effect, In the first study, after watching TV commercial, 202 undergraduates were asked to answer questionnaire including DARE(sympathy dimension, persuasion dimension, creativity dimension, and information dimension), attitude toward ad.(Aad), purchasing intention(PI), recommendation intention(RI), and general ad rating score(GARS). Each test was measured on 7 point scales, except GARS which was on 100 point scale. In the second study, 50 undergraduates were asked to prioritize the dimensions of DARE using AHP methodology, in order to investigate importance of dimensions of DARE. To ensure reliability and validity of these scales, data was analyzed with internal consistency and factor analysis. For hypotheses testing, correlation analysis, standard multiple regression analysis, and AHP analysis were conducted. Results from both studies showed strong correlations between Aad and sympathy dimension, PI and persuasion dimension, RI and persuasion dimension, and GARS and both persuasion and sympathy dimension. The result also showed that both creativity and sympathy dimensions of DARE have influence on Aad, that both information and persuasion dimension have influence on PI, and that both persuasion and sympathy dimension have influence on both RI and GARS. It was apparent that consumers think the sympathy the primary dimension of advertisement, persuasion the secondary, creativity the tertiary and information the last. These findings suggest that sympathetic and persuasive appeals are more important than creative and informative appeals to customers.