[[alternative]]The Investigation of the Relation Between Advertising Policy and Advertising Effect

碩士商業教育學系[[abstract]]本研究旨在提出一更一般化之廣告時程政策﹐即GAPP廣告時程政策( Generalized Advertising Pulsing Policy)。此一政策為當今學者所討 論的各種時程政策中最富彈性的。在GAPP政策數學模式之推導上﹐本研究 係以Mesak一般式作為模型推導之基礎﹐並在考量折現的情況下﹐探討當 廠商面臨一獨佔市場﹐且廣告反應函數為凹型或S型時﹐GAPP政策所將採 取之策略轉變﹐及GAPP政策與各政策廣告效果之差異。另外﹐本研究並運 用敏感度分析以探討廣告反應率b﹑衰退常數β﹑飽足水準m及廣告預算I 對GAPP政策所產生之策略影響。研究結果可以摘要如下:1.當廣告反應函 數為凹型時﹐應採脈動維持式或GAPP時程政策﹔若為S型時﹐則應採顫動 式或衝擊式時程政策。2.廣告反應率b愈大時﹐愈應採密集﹑連續之時程 策略。3.衰退常數β愈大時﹐愈應採連續且分散預算之時程策略。4.飽足 水準m之改變對時程策略並無影響。5.廣告預算I愈大時﹐愈應採連續且強 度更大之時程策略。 This thesis proposed a more generalized advertising scheduling policy, named GAPP advertising policy (Generalized Advertising Pulsing Policy). The researcher used the Mesak*s general form to derive the mathematical model of GAPP advertising policy. In this thesis, five alternative advertising policies that belong to the advertising pulsation class are compared analytically with GAPP advertising policy for S-shaped and concave response functions. In addition, the researcher used the soft-package of IMSL and passed through the pattern search method proposed by Hooke and Jeeves, to provide the numerical examples.According to the numerical examples and the analysis of sensitivity, the following results were derived:1.For concave response functions, advertising pulsing maintenance policy and GAPP advertising policy dominate the other policies; for S-shaped response functions, chattering advertising policy and impulse advertising policy dominate the other policies.2.With the increase of advertising response rate, a more intensive and continuous advertising scheduling strategy should be adapted.3.With the increase of sales decay constant, a more continuous and disperse advertising scheduling strategy should be adapted.4.The changes of saturation level don*t have any influence on advertising scheduling strategy.5.With the increase of advertising budget, a more continuous and powerful advertising scheduling strategy should be adapted