服务企业的报刊媒体评价研究

中国管理科学 ›› 2006, Vol. ›› Issue (4): 114-120.

服务企业的报刊媒体评价研究

黄劲松¹, 赵平², 阎衡秋², 陆奇斌³

1. 北京航空航天大学经济管理学院, 北京, 100083;
2. 清华大学经济管理学院, 北京, 100084;
3. 对外经济贸易大学国际商学院, 北京, 100029

收稿日期:2005-05-08 修回日期:2006-04-05 出版日期:2006-08-28 发布日期:2012-03-07

Research on Evaluation for Newspaper Advertising in Service Company

HUANG Jin-song¹, ZHAO Pin², YAN Heng-qiu², LU Qi-bin³

1. School of Economics & Management, Beihang University, Beijing, 100083, China;
2. School of Economics & Management, Tsinghua University, Beijing, 100084, China;
3. School of Business, University of International Business and Economics, Beijing 100029, China

Received:2005-05-08 Revised:2006-04-05 Online:2006-08-28 Published:2012-03-07

摘要/Abstract

摘要： 本文构建了广告投放与消费者电话反应之间的几何滞后分布的动态计量经济模型,并利用实测数据对不同报刊媒体的短期广告效果进行了评价.研究结果显示,所建立的模型可以较好地对同一类广告媒体进行评价和预测;消费者电话反应具有广告的短期刺激-反应特征,以报刊的发行量作为报刊选择的标准可能导致偏差;报刊广告的保留率很低,以报刊广告为主的企业可以考虑每天或隔天作为广告投放的频率.

关键词: 广告效果, 媒体评价, 几何滞后分布, 保留率

Abstract: Based on geometric lag distribution dynamic econometric model,the article builds up the relationships between advertising and customer telephone responses, and evaluates the short-term effectiveness of different newspaper advertising by using practical data.Results reveal that the model could evaluate and predicate the same sort of media better.Customer telephone response variable shows short-term advertising stimulus-response characteristic.The bias will exists when we use newspaper circulation as media selection criterion.Retention rate of newspaper advertising is very low,so companies who rely on newspaper advertising heavily could deliver advertising everyday or every other day.

Key words: advertising effectiveness, media evaluation, geometric lag distribution, retention rate

中图分类号:

F713.50

黄劲松, 赵平, 阎衡秋, 陆奇斌. 服务企业的报刊媒体评价研究[J]. 中国管理科学, 2006, (4): 114-120.

HUANG Jin-song, ZHAO Pin, YAN Heng-qiu, LU Qi-bin. Research on Evaluation for Newspaper Advertising in Service Company[J]. Chinese Journal of Management Science, 2006, (4): 114-120.

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