摘要
本文在回顾相关文献的基础上,从广告投入与销售量、广告投入与品牌忠诚度和市场份额的稳定性以及广告投入的规模经济性三个方面对广告的经验研究进行了评述,认为目前广告经验研究的不足在于研究的对象上缺乏厂商层面的经验研究,以及对于广告的内生化处理方面存在缺陷。
On the basis of an overview of relevant documents,the paper make empirical analysis on the relation between the advertising and sales、brand loyalty and market-share stability and advertising scale on the research of advertising.The research on the firm level is shortage and there are some questions with the proper treatment of advertising with endogeneity concerns.
出处
《南京财经大学学报》
2011年第1期48-52,共5页
Journal of Nanjing University of Finance and Economics
关键词
广告投入
广告经济学
实证研究
advertising input
advertising economics
empirical analysis
