|Table of Contents|

[1] Zhang Yuxiang, Zhong Weijun, Mei Shue,. Combination advertising with budget constraint [J]. Journal of Southeast University (English Edition), 2019, 35 (2): 257-263. [doi:10.3969/j.issn.1003-7985.2019.02.017]
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Journal of Southeast University (English Edition)[ISSN:1003-7985/CN:32-1325/N]

Volumn:
35
Issue:
2019 2
Page:
257-263
Research Field:
Economy and Management
Publishing date:
2019-06-30

Info

Title:
Combination advertising with budget constraint
Author(s):
Zhang Yuxiang;  Zhong Weijun;  Mei Shu’e
School of Economics and Management, Southeast University, Nanjing 210096, China
Keywords:
combination advertising;  budgets allocation;  traditional advertising;  online advertising;  budget constraint
PACS:
C934
DOI:
10.3969/j.issn.1003-7985.2019.02.017
Abstract:
An appropriate advertising mode selection and allocation of advertising budgets considering advertising budget constraints are developed with the game theory and optimization model. The results show that the advertising budget and the weakening factor of the online advertising effects on the traditional advertising affect sellers’ advertising, pricing strategies and budget allocation. The effectiveness of combination advertising is a Pareto optimum relative to the traditional advertising in a certain range. The weakening effect of the online advertising on the traditional advertising has a nonlinear effect on the advertising strategy and pricing strategy. In addition, sellers choose combination advertising with different budget constraints, and there is an optimal budget allocation ratio. In certain cases, sellers can obtain an optimal advertising expenditure less than the budget constrain. When sellers adopt combination advertising with enough budget, they do not invest in traditional advertising without limit. Moreover, compared with enough budget, when sellers adopt combination advertising with budget constrain, sellers do not decrease the advertising allocation of online advertising since online advertising is more efficient.

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Memo

Memo:
Biographies: Zhang Yuxiang(1988—), male, graduate; Zhong Weijun(corresponding author), male, doctor, professor, zhongweijun@ seu.edu.cn.
Foundation item: The National Natural Science Foundation of China(No.71371050).
Citation: Zhang Yuxiang, Zhong Weijun, Mei Shu’e.Combination advertising with budget constraint[J].Journal of Southeast University(English Edition), 2019, 35(2):257-263.DOI:10.3969/j.issn.1003-7985.2019.02.017.
Last Update: 2019-06-20