媒体广告产出模型和媒体广告投入产出比指数

The Media Advertising Output Model and Media Advertising Input-output Ratio

媒体广告效果的内涵和外延均大于广告效果。媒体广告效果包括销售效果、商誉增长效果和口碑传播效果。而纳—阿模型和巴斯的新产品扩散模型恰好能反映全新产品和品牌在媒体投放广告时的商誉增长效果和口碑传播效果。在纳—阿模型和巴斯的新产品扩散模型的基础上,构建媒体广告产出模型和媒体广告投入产出比指数,来解决媒体广告产出大小的确认问题和媒体广告价值高低的比较问题。这不仅有利于厂商的媒体选择和确定广告预算,还有利于媒体的科学经营。

The media advertising effectiveness is better than the advertising effectiveness in both connotation and extension.The media advertising effectiveness includes sale effectiveness,increasing commercial integrity effectiveness and word-of-mouth communication effectiveness.The Nerlove-Arrow Model and Bass Model for new product growth can reflect exactly the increasing commercial integrity effectiveness and word-of-mouth communication effectiveness when a new product and brand are put in media advertising.Based on Nerlove-Arrow model and Bass model of new product growth,the output model of media advertising and the input-output ratio of media advertising are constructed in order to determine the amount of media advertising output and compare the value of media advertising output,which is not only helpful for the enterprises in media choosing and advertising budgeting but also beneficial to the media in their scientific operation.