中国广告和居民消费关系研究  

Study on the relationship in between advertising and consumers in China

作　　者：于静[1] 吴正鹏[1,2] 陈红静[1] 丁俊杰[3,4] 

机构地区：[1]中国传媒大学理工学部 [2]国家广告研究院广告科学研究所 [3]中国传媒大学学术委员会 [4]国家广告研究院

出　　处：《广告大观（理论版）》2014年第1期92-95,共4页Journal of Advertising Study

摘　　要：本文利用协整分析和误差修正模型,分析了居民消费和广告之间的长期均衡关系以及短期波动的影响,基于1981—2011年广告花费和居民消费的数据,研究广告和居民消费之间关系,结果显示居民消费和广告呈现出共同的增长趋势,广告经营额的变化对居民消费具有正面的影响,广告公司、报纸、杂志、电视、广播广告和居民消费之间具有正向的关系,其中杂志、广播广告和居民消费之间的关系最为显著。Using cointegration analysis and error correction model, this paper analyzes the long-term equilibrium relationship between residents＇ consumption and advertising as well. as the influence of short-term fluctuations, based on the advertising spending in 1981-2011 and the residents＇ consumption data, we study the relationship between advertising and residents＇ consumption, the results show that the residents＇ consumption and advertising presents the common growth trend, the change of advertising business revenue has a positive influence on residents＇ consumption, advertising companies, newspapers, magazines, TV, radio, have the positive relations radio advertising hip and between advertising and residents＇ consumption, the relationship between magazines and the residents＇ consumption is most significantly

关 键 词：居民消费 广告 协整分析 

分 类 号：F713.8[经济管理—广告] F126[经济管理—产业经济]