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1、Chapter11AdvertisingNobusinessbehaviorwillmakeeconomistsunchargablethanadvertising.——L.Telser：“advertisingandcompetition”Advertisinghasbeenoneindivisiblepartofourlives.Butwestillknowlittleaboutitsinfluence.Generally,advertisingcanbedefinedasoneformtoprovideproducts’andservice’sinforma
2、tionofprice,qualityandlocation,etc.QuestionsWhatisadvertising?Whyadvertising?Howtomakedecisionofadvertising?Doessocietybenefitfromadvertising?11.1Classification:Information,persuasionNelson（1970）：Searchgood：isonewhosefeaturestheconsumercanascertainbeforepurchase.experiencegood：isonewh
3、osefeaturescanbeascertainedonlyuponconsumption.（credencegoods,whenqualitycannotbedeterminedevenafterconsumption.Examplesincludemedicalandlegalservice.）Nelsondeclaredthat,thereisdifferenceofadvertisingeffectbetweenthesetwokindsofgoods.Sometestsshowsthatfortheratioofadvertisingspendingt
4、osales,experiencegoods’isreallyhigherthansearchgoods’.TwokindsofadvertisingInformativeadvertising：describestheproduct’sexistence,itscharacteristics(e.g.,weight,size,speed)andsellingterms(e.g.,price,financinginterestrate).Persuasiveadvertising：isdesignedtochangeconsumers’prefernces.(“o
5、urproducttastesbetter”,etc.)11.2AdvertisingIntensitySomeindustriesspendmoreonadvertisingthanothers.Thiscanbeseenbymeasuringadvertisingintensity,specificallytheadvertising-revenuesratio.Howtoexplainthisdifference?2007年11月各媒体前十位类别广告投放排名单位：百万元TVPrintNO.CategoryAdSpendNO.CategoryAdSpend1化
6、妆品/浴室用品4,738.171房地产/建筑工程行业1,562.282药品4,157.192商业及服务性行业997.583食品3,336.653交通820.324商业及服务性行业2,588.264邮电通讯312.985饮料1,654.195化妆品/浴室用品284.146娱乐及休闲1,226.436药品265.917邮电通讯1,122.767金融投资保险177.978酒精类饮品981.148食品172.749交通856.449个人用品168.1110清洁用品843.1810电脑及办公自动化产品161.94RadioOutdoorNO.CategoryAdSpendN
7、O.CategoryAdSpend1商业及服务性行业103.071房地产/建筑工程行业321.482交通99.772商业及服务性行业210.063邮电通讯76.303邮电通讯135.564金融投资保险62.384金融投资保险130.105娱乐及休闲62.115娱乐及休闲116.746活动类48.016交通92.917房地产/建筑工程行业46.127家居用品87.068食品30.108衣着75.919饮料27.339工业用品68.2410酒精类饮品23.5810电脑及办公自动化产品59.82备注： 1）以上数据是由CTR媒介智讯监测的媒体为统计基准； 2）广告费以媒
8、体公开报价
