公交广告效果分析及投放策略研究

公交广告的广告效果因其形式不同而不同,认清公交广告效果的优劣势,分析各类型广告的效果差异,讨论增强公交广告效果的投放策略是本文的重点。     

2009年第一季度广告市场投放及媒体运营分析

2009年一季度,中国GDP增长率为6.1％,比2008年同期回落4.5个百分比,而这一季度,中国广告市场总花费为1870亿元,增长率9％,比2008年同期的17.5％的增长率回落了近9个百分比。可以说,这一季度是在企业的谨慎、观望,媒体的不安和焦急中平稳滑过,虽然GDP的增长在人们的预料之中,但广告市场的增长多少超出人们的想象。总的来说,2009年一季度的广告花费增长仍高于国内GDP的增长。     

中国航空的广告花费与媒体投放倾向分析

中国市场广告花费整体分析市场:中国媒体:电视、报纸、杂志广告类别:仅“航空公司”时期:2005年,2006年1-8月单位:人民币千元广告花费总计电视报纸杂志2005年237,80666,858124,61246,3352006年1-8月193,94369,75385,56238,628航空公司广告花费媒体投放倾向分析市场:中国媒体:电     

走出危机：2009广告主媒体投放新政

在广告收入仍然是媒体最主要收入来源的今天,作为媒体,广告主的一言一行、一举一动都关系到切身利盏。 在应对金融危机这样的大背景下,2009年的中国广告主的媒体投放策略也随之进行调整。广告主的投放策略更加理智科学,对投放效果的要求更为斤斤计较,那些覆盖更精准、效果更直接的媒体和传播方式受到重视,那些跟消费者生活息息相关的行业也在危机中继续坚挺,广告与消费市场的紧密联系再次得到印证。     

传立媒体成都地区电视媒介选择投放策略及与成都电视台的广告合作

传立在了解客户的市场目标和策略后，按照效果与效率相结合原则（包括总收视率、到达率及有效频次、收视点成本等）来考虑市场中各电视台频道的投放组合，以达到用最少的预算创造最大的效益为最终目的，从而制定最有效的广告投放计划。     

CCTV2010年春节联欢晚会广告客户投放分析

CCTV春节联欢晚会已经成功举办了28年,它是除夕夜最受百姓喜爱的电视节目,也是最具中国特色的文化活动。在这个传统节日里,看央视春晚早已成为人们不可或缺的庆祝方式。 一、2010年中央电视台春节联欢晚会整体概况     

电视购物广告:负外部性、反思与规制

本文分析了电视购物广告负外部性的影响和危害,结合电视购物的模式和广告负外部性产生的原因,提出了电视购物广告负外部性内部化的途径。作者认为,在不完全竞争的环境下,依靠政府的强制手段对电视购物企业和媒介进行规制是当前优先的选择。     

汽车广告的投放选择

打开报纸,满眼的汽车广告,动辄数十万元薄薄一页方寸广告,夹在堆成厚厚的报刊角落里,挥金如粪土!我们不禁要问:这些"十万吨级"的重磅广告投得真的都值吗?它们都经过了科学的市调、预算和策划了吗? 作为年支出数百万甚至千万元以上的庞大广告费用,理应得到汽车业界高层的理性关注!     

作为广告发布渠道的媒体相关市场及外部性的分析

现代商业媒体的运作离不开广告的支持，在没有时间因素加入的情况下，媒体与受众、广告体与媒体受众由于只是单方面的支付而构成市场。广告主最终购买了媒体受众的时间，而媒体在这桩交易中只是起到了一个中间人的作用。正外部性的产生就在于对那些广告需求弹性可以忽略不计的受众群体，这部分受众搭了便车，使得广告主和媒体受众市场中存在的正外部性所导致的市场失灵。     

论消费外部性及其社会福利影响

消费外部性是指个人或家庭的消费行为影响他人或社会,但个人或家庭并未因此而给予相应补偿或取得相应报酬。无论是正消费外部性还是负消费外部性,其结果都使资源配置达不到怕累托最优状态,导致国民收入减少,从而整个福利也就相应减少。     

Advertising effects on consumer welfare: Prices paid and liking for brands selected

The effect of advertising on consumer welfare has been the subject of dispute among economists, arising largely from disagreement among scholars regarding the persuasive versus the informative role of advertising. This paper reports two experiments that explore the welfare implications of advertising effects. Experiment 1 shows that the same advertisements can either increase or decrease prices paid for selected brands, depending on the degree to which the choice situation requires brands to be recalled in order to be considered. However, an increase in prices paid caused by advertising does not necessarily imply detrimental effects on consumer welfare. Experiment 2 shows that, even under circumstances in which differentiating advertising leads consumers to select brands with higher average prices, it can provide useful information to consumers that allows them to make purchases that are more in line with their personal tastes than are the choices of consumers not exposed to the advertisements.     

Magazine Advertising: Factors Influencing the Effectiveness of Celebrity Advertising

This study analyzes the differences in celebrity effectiveness in advertisements of different styles as well as the impact of source credibility. This study uses an experimental magazine to test nine fictional advertisements for three products with unreal brands and three advertising styles. The findings show that the advertising styles that generate the greatest effectiveness differ according to the product; the celebrities do not increase effectiveness, but when the respondents recognize the celebrity, effectiveness increases; and credibility influences affective and conative measures. The work also considers how celebrity-product pairings, the existence of negative celebrity information, and the familiarity with the celebrity affect the effectiveness.     

Beyond the Return on Advertising: Elasticity of the Return on Advertising as a Diagnostic Metric to Maximize Profit

With increased marketing expenditures, managers need to be equipped with valid and reliable measures capable of showing links between marketing investments and a firm's profitable performance. In this paper we demonstrate that traditional return on advertising (ROA) can be a misleading metric if a firm's goal is profit maximization. Then, we introduce a new diagnostic tool: the elasticity of ROA and show how this metric can help marketing managers to choose more profitable levels of advertising. This new measure has the same virtues as other traditional measures of elasticity and provides real advantages over the conventional metrics.     

动态最优控制模型在广告业的应用综述(中)

本文介绍了动态最优控制模型在广告领域的研究进展,主要包括Sethi在1977年总结之后的模型发展。这些模型要回答的基本问题是,如何确定一个或一组相互竞争的企业的最优广告支出和其他可能随时间变化的利益相关因素。模型的最优化描述了这些变量如何转化为销售额,进而转化为利润。本文有两个主要目的。一方面,整理了早期综述文献中已经提到过的领域中产生的新贡献。另一方面,探讨了1977年以来广告学领域出现的新的研究方向。考虑到文章长度,本文将分成上中下三篇刊载。本篇主要介绍了销售—广告响应模型;耐用品的累积销售额模型;广告过程中具有多个状态变量的广告模型。     

基于福利最大化的辽宁养老保险个人账户最优缴费率分析

从个人效用和社会福利最大化的角度出发,养老保险制度存在着最优的缴费率。最优缴费率与资本产出弹性俚、未来效用的贴现因子p、人口增长率n、有效劳动增长率g、个人工资与社会平均工资的比例入等参数有关。结合中国现实,在其他参数不变的前提下,个人工资与社会平均工资比例入的不同导致个人最优缴费率的差异。现行养老保险制度的个人账户缴费率与实现福利最大化的最优个人账户缴费率相比是偏低的;适当提高个人账户缴费率不会影响在职者的当期消费,提高个人账户缴费率是可行的。     

Unequal Pricing in the Information Economy: Implications for Consumer Welfare

This article presents an economic analysis of information good pricing and consumer welfare, and discusses the implications of price discrimination in the information economy. It argues that network externalities, coupled with information asymmetry, enable a dominant marketer to price unequally, extracting late adopters surplus to compensate for the loss from early adopters. In the short term, the minority early adopters benefit by paying less, but in the long term, the majority late adopters suffer by paying more. Considering that late adopters are likely to be at a disadvantage in resources, this discriminatory pricing amounts to the poor subsidizing the rich. Based on this analysis, implications for consumer welfare are discussed.     

粮食价格波动对主产区福利影响的实证分析

基于粮食主产区1978—2009年粮食生产与消费的相关数据,在对粮食供给弹性和需求弹性估计的基础上,运用Minot福利效应模型,分析粮食价格波动引致主产区福利变化及其影响。结果表明:主产区生产福利变动与粮食生产价格变动具有同向作用关系,而消费福利变动与粮食零售价格变动具有负向作用关系;粮食价格变动引起主产区福利变化的长期福利效应优于短期福利效应,但整体效果不明显。     

A Note on the Relationship between Firm Diversification and Corporate Advertising Expenditures

Using data on 200 major U.S. advertisers, our empirical analysis examines the relationship between the degree of firm diversification and corporate advertising expenditures, while controlling for competing explanations. Data on corporate advertising expenditures are obtained from Leading National Advertisers (1989). Compustat line of business data and Hoover's Handbook are used to construct measures of firm diversification, and other firm/industry characteristics included as covariates in our empirical analysis to account for possible alternative explanations. Our results suggest that less diversified firms spend more on corporate advertising.     

东道国税收激励政策的福利效应分析

应用税收激励来吸引外商直接投资是目前世界上大多数国家常用的政策手段。然而,税收激励政策在促进东道国经济增长的同时对东道国福利的影响是不确定的,需要对税收激励政策的成本和收益进行综合评估。本文对经典的Macdougall一般福利效应模型做进一步拓展,引入税收激励来分析外商直接投资对福利效应的影响,结果表明:税收激励政策能否增进一国福利水平主要取决于外资企业的技术外溢。从这个结论出发,本文对我国当前税收优惠政策的福利效应进行评述,进而对我国外商投资税收优惠提出政策建议。