摘要
本文构建了广告投放与消费者电话反应之间的几何滞后分布的动态计量经济模型,并利用实测数据对不同报刊媒体的短期广告效果进行了评价。研究结果显示,所建立的模型可以较好地对同一类广告媒体进行评价和预测;消费者电话反应具有广告的短期刺激-反应特征,以报刊的发行量作为报刊选择的标准可能导致偏差;报刊广告的保留率很低,以报刊广告为主的企业可以考虑每天或隔天作为广告投放的频率。
Based on geometric lag distribution dynamic econometric model, the article builds up the relattonshlps between advertising and customer telephone responses, and evaluates the short- term effectiveness of different newspaper advertising by using practical data. Results reveal that the model could evaluate and predicate the same sort of media better. Customer telephone response variable shows short - term advertising stimulus - response characteristic. The bias will exists when we use newspaper circulation as media selection criterion. Retention rate of newspaper advertising is very low, so companies who rely on newspaper advertising heavily could deliver advertising everyday or every other day.
出处
《中国管理科学》
CSSCI
2006年第4期114-120,共7页
Chinese Journal of Management Science
关键词
广告效果
媒体评价
几何滞后分布
保留率
advertising effectiveness
media evaluation
geometric lag distribution
retention rate
