论产品差异与广告强度

On Product Differentiation and Advertising Intensity

多夫曼——斯泰勒规则指出广告强度是由需求自价格弹性和需求广告弹性决定的,但是它没有深入揭示决定需求自价格弹性和需求广告弹性的因素。产品差异度就是决定需求自价格弹性和需求广告弹性的重要因素,从而决定了广告强度。一般来说,产品差异度越大,广告强度越大;产品差异度越小,广告强度越小。而广告又是造成产品差异的重要因素,正是二者的相互作用导致今天的广告费用越来越高,广告强度越来越大。

Dorfman Steiner Rule points out that advertising intensity is determined by the own price and advertising elasticities of demand, but it doesn't further reveal the decisive factor of the two elasticities, that is product differentiation which further decides advertising intensity. Generally speaking, the higher the product differential degree is, the greater advertising intensity becomes. Similarly, the lower, the smaller. Advertising is an important factor that causes product differentiation, the interaction of which results in higher and higher advertising expenditure and increasingly great advertising intensity.