Journal of the Korean Operations Research and Management Science Society (한국경영과학회지)

The Korean Operations Research and Management Science Society (한국경영과학회)
권호 표지

A Study on Optimal Advertising Level

기업의 적정광고수준에 대한 연구

  • 박성욱 (한국전자통신연구원 정보기반연구팀)
  • Published : 2004.12.01
Download PDF
⟨ Previous Next ⟩

Abstract

It considers advertising as an instrument to increase the stock of goodwill or reputation. summarising the effects of past and current advertising expenditures carried out by a firm. on the current demand for her goods. A relevant result emerging from the Dorfman-Steiner (1954) condition. establishing that advertising investment is proportional to sales. This paper investigates optimal advertising level between the good firm and the bad firm. So. We knew that between the good firm and the bad firm are establishing the Dorfman-Steiner condition.

Keywords

References

  1. 정갑영, '산업조직론(제2개정판),' 박영사, 2004
  2. 성백남, 정갑영, '미시경제학,' 박영사, 2000
  3. Avinash Dixit and Victor Nonnan, 'Advertising and Welfare,' Bell Journal of Economics, Vol.9, No.1(1978), pp.1-17 https://doi.org/10.2307/3003609
  4. Carl Shapiro, 'Advertising and Welfare : Comment,' Bell Journal of Economics, Vol. 11, No.2(1980), pp.749-752 https://doi.org/10.2307/3003394
  5. Comanor, W.S. and T.A. Wilson, 'Advertising, Market Structure and Performance,' Review of Economics and Statistics, Vol. 49(1967)
  6. Dorfman, R. and P.O. Steiner, 'Optimal Ad vertising and Optimal Quality,' American Economic Review, Vol.44(May 1954)
  7. Ekelund, Robert B., Jr. and William P. Gramm 'A Reconsideration of Advertising Expenditures, Aggregate Demand and Economics Stabilization,' Quarterly Review of Economics and Business, 9: 2(Summer 1969), pp.71-77
  8. Hal R. Vanna, 'Microeconomic Analysis (Third Edition),' Norton. 1992
  9. Jean Tirole, 'The Theory of Industrial Organization,' The MIT Press, 1995
  10. Laurence Urdang, ed., 'Public Service Advertising,' Dictionary of Advertising Terms, Chicago : Tatham-haird & Kudner, 1977
  11. Schmalensee, R., 'The Economics of Advertising,' North-Holland Publishing Co., Amsterdam, 1972
  12. Simon, P. Adderson and Stehpen Coate, 'Market Provision of Public Goods: The Case of Broadcasting,' NBER Working Papers 7513, National Bureau of Economic Research, Inc., 2000