Combination advertising with budget constraint

作     者：Zhang Yuxiang Zhong Weijun Mei Shu′e 张宇翔;仲伟俊;梅姝娥

作者机构：School of Economics and ManagementSoutheast UniversityNanjing 210096China 

基　　金：The National Natural Science Foundation of China(No.71371050) 

出 版 物：《Journal of Southeast University(English Edition)》 (东南大学学报（英文版）)

年 卷 期：2019年第35卷第2期

页      码：257-263页

摘      要：An appropriate advertising mode selection and allocation of advertising budgets considering advertising budget constraints are developed with the game theory and optimization *** results show that the advertising budget and the weakening factor of the online advertising effects on the traditional advertising affect sellers advertising,pricing strategies and budget *** effectiveness of combination advertising is a Pareto optimum relative to the traditional advertising in a certain *** weakening effect of the online advertising on the traditional advertising has a nonlinear effect on the advertising strategy and pricing *** addition,sellers choose combination advertising with different budget constraints,and there is an optimal budget allocation *** certain cases,sellers can obtain an optimal advertising expenditure less than the budget *** sellers adopt combination advertising with enough budget,they do not invest in traditional advertising without ***,compared with enough budget,when sellers adopt combination advertising with budget constrain,sellers do not decrease the advertising allocation of online advertising since online advertising is more efficient.

主 题 词：combination advertising budgets allocation traditional advertising online advertising budget constraint 

学科分类：0810[工学-土木类] 12[管理学] 120202[120202] 0202[经济学-财政学类] 02[经济学] 1202[管理学-工商管理类] 1201[管理学-管理科学与工程类] 0805[工学-能源动力学] 0812[工学-测绘类] 

核心收录：

D　O　I：10.3969/j.issn.1003-7985.2019.02.017

馆 藏 号：203692218...