关于广告策略的数学模型  

On Mathematical Models for Advertisement Strategy

作　　者：马新光[1] 李宝毅[1] 

机构地区：[1]天津师范大学数学科学学院,天津300074

出　　处：《天津师范大学学报（自然科学版）》2005年第4期66-69,共4页Journal of Tianjin Normal University：Natural Science Edition

基　　金：天津市教委科技发展基金(20021301)

摘　　要：通过建立数学模型研究了广告最佳时机和最佳力度问题.通过建立两个基本数学模型(无广告状态模型和广告状态模型),从数学角度论证了两个广告学中的重要结论:(1)在广告力度和时间长度相对固定的前提下,在产品上市初期越早作广告,越有利于厂家尽早占领市场,对商家越有利;(2)在广告资金投入相对固定的前提下,缩短广告时间以加大广告力度将有利于厂家尽早占领市场,对商家最有利.The problems about the best time and intensity of advertisement by mathematical modelling was studied. By combining two basic mathematical models （advertisement model and non-advertisement model）, two important conclusions in advertisement were obtained. （1）When the intensity and time interval of advertisement were fixed relatively, business companies would profit occupying market as soon as possible if they advertised their products in the earlier period. （2）When the advertisement fund was fixed relatively, business companies would profit occupying market as soon as possible if they shortened the advertisement time interval to strengthen advertisement intensity.

关 键 词：广告策略 广告时机 广告力度 数学模型 

分 类 号：F224.0[经济管理—国民经济]