劝说型广告投放策略

Strategies for Persuasive Advertising

基于广告的劝说作用,研究垄断企业的大众广告和定向广告策略选择问题。同时,针对定向广告的精准度,分别考虑了完美定向与不完美定向两种情况。假设劝说型广告会增加消费者对产品的价值感知,当企业选择投放广告后市场被分割为自然市场、扩展市场及剩余市场三部分。在这种假设条件下,对比了不同广告策略下企业的价格、市场份额及利润。结论表明,一定条件下定向广告策略的合理使用能为企业带来高额利润,但大众广告策略仍然具有较大的适用空间;当企业采用定向广告策略时,不完美定向广告策略反而优于完美定向广告策略,即定向精准度并非越高越好。

This paper studies the mass advertising and targeted advertising strategies of monopolies based upon the persuasive role of advertising. In view of the accuracy of targeted advertising, it considers perfect targeted advertising and imperfect targeted advertising. Assuming that persuasive advertising will increase consumers' perception of the value of the product, when the company chooses to place advertisements, the market will be divided into three parts: the natural market, the expanding market, and the remaining market. In such conditions, the price, market size, and the profit under three different advertising strategies are compared. The results show that targeted advertising can lead to high profit if it is reasonably used under certain conditions, however mass advertising is still applicable in most circumstances. When the monopoly employs the targeted advertising strategy, imperfect targeted advertising is always more profitable than perfect targeted advertising, which means higher accuracy is not always the better.