OPTIMAL MEDIA ALLOCATION DECISIONS FOR GENERIC ADVERTISERS
研究了通用广告商在不同市场结构、营销技术和政策环境下的媒体分配规则，发现预算确定后分配仅依赖媒体广告弹性，而投资决策需考虑消费者价格敏感度、供给反应、加价行为、广告税负、政策及竞争条件。
Media allocation rules are derived for generic advertisers under a variety of market structures, marketing technologies and policy settings. The rules indicate that once the budget is set, allocation decisions can proceed strictly on the basis of media‐specific advertising elasticities. The investment decision, however, is more complex. In addition to the media‐specific advertising elasticities, generic advertisers need to take into account the price sensitivity of consumers, supply response, markup behaviour, advertising ‘tax’ incidence, policy setting, and competitive conditions. A general finding is that protection blunts the incentive to advertise collectively, while imperfect competition enhances the incentive.