制造商品牌广告的媒体选择与投放决策研究

The Research on Media Choices and Decision-Making Policies in Manufacturer's Brand Advertising

媒体选择和广告投放决策是制造商品牌广告运作决策中的一项重要决策。从实际现象出发,提出了广告媒体选择与投放决策两步法:首先利用层次分析法确定媒体入选集合,即解决制造商媒体选择问题;然后将实践中普遍存在的受众对广告的厌恶情绪及媒体间的竞争因素引入到制造商媒体投放决策模型中,建立了以广告投放效果最大化为目标的非线性整数规划模型,以获得最优的媒体广告投放数量,实现最优的广告预算分配,即解决广告投放决策问题。最后通过具体算例验证了模型的有效性,并给出了研究建议。

Media choices and decision-making policies is an important policy in brand advertising operation of manufacturer.From the actual situation,two-step methods of advertising media choices is proposed： the first step is to help manufacturer determine media selected collections based on the Analytical Hierarchy Process（AHP）,that is to solve manufacturers media selection problem;The second step is to expand the liner model of current advertising investment policies,and to establish the nonlinear integer programming model which concerns with customers＇ disgust emotion and competitive factors of media platform in manufacturer＇s advertising investment policies,it can help manufacturer obtain the optimal quantity of media advertising and allocation of advertising budgets,that is to solve the problem in decision-making of advertising investment.Finally the specific numerical example proves validity of the model,and this paper gives the research proposals.