信息性广告
广告
业务
竞赛(生物学)
定向广告
产品(数学)
质量(理念)
偏爱
本土广告
营销
搜索广告
广告宣传
集合(抽象数据类型)
比较广告
市场份额
在线广告
经济
微观经济学
互联网
计算机科学
生态学
哲学
几何学
数学
认识论
万维网
程序设计语言
生物
作者
Ganesh Iyer,David Soberman,J. Miguel Villas‐Boas
出处
期刊:Marketing Science
[Institute for Operations Research and the Management Sciences]
日期:2005-08-01
卷期号:24 (3): 461-476
被引量:448
标识
DOI:10.1287/mksc.1050.0117
摘要
An important question that firms face in advertising is developing effective media strategy. Major improvements in the quality of consumer information and the growth of targeted media vehicles allow firms to precisely target advertising to consumer segments within a market. This paper examines advertising strategy when competing firms can target advertising to different groups of consumers within a market. With targeted advertising, we find that firms advertise more to consumers who have a strong preference for their product than to comparison shoppers who can be attracted to the competition. Advertising less to comparison shoppers can be seen as a way for firms to endogenously increase differentiation in the market. In addition, targeting allows the firm to eliminate “wasted” advertising to consumers whose preferences do not match a product’s attributes. As a result, the targeting of advertising increases equilibrium profits. The model demonstrates how advertising strategies are affected by firms being able to target pricing. Target advertising leads to higher profits, regardless of whether or not the firms have the ability to set targeted prices, and the targeting of advertising can be more valuable for firms in a competitive environment than the ability to target pricing.
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