N+1通道动态合作广告

Dynamic co-operative advertising in N+1 channels

本文讨论了N+1个通道中成员的生产与销售问题,其中一个制造商和N个零售商,每个成员的广告率对零售商的销售都有长期和短期影响.制造商也可以通过一个合作广告方案支持零售商广告费用.四种情况被考虑,首先,制造商没有支持零售商的广告费用.其次,制造商支持零售商两种类型的广告.在其余两种情况,制造商仅支持两种广告类型中的一种.我们的分析表明:对于制造商和零售商,支持零售商两种类型的广告,比支持一种类型的广告能获取更多的利润,然而,后者比没有支持更好.

This paper studies N+1 channels in which a manufacturer and N retailers can make advertising expenditures that have both long and short term impacts on retailer's sales.The manufacturer can also support retailer's advertising efforts through a cooperative advertising program.Four situations are considered.In the first,the manufacturer provides no support to the retailer's advertising.In the second,the manufacturer supports both types of retailer advertising.In the two remaining cases,the manufacturer supports only one of the two types of retailer advertising.Our analysis of these options shows that supporting both types of retailer advertising provides more profit to N+1 channel members than any of the two cases of partial support.The latter is,however,better than no support.