摘要
广告作为一种投资,与其他投入一样,同样遵循边际效用递减规律:在一定时间内,随着广告费的不断增加,广告费所带来的边际收益开始时逐渐增加,但当递增到一定程度后,其边际收益就会逐渐递减,最终导致边际收益为零或负数,引起反向的效果。文章从广告投资的经济学依据为出发点,分析广告投资也遵循边际收益递减规律,最后得出最佳的广告投资区间,为企业的广告投资提供经济学依据。
The advertising, as a kind of investment, follows the law of diminishing marginal utility. In a certain period of time, the marginal benefit begins gradually increase, along with the increase of advertising fee, but when it increases to a certain extent, its marginal revenue will gradually decline, eventually leads to the marginal revenue, equaling to zero or even negative. This article argues that the advertising investment follows the law of diminishing marginal return, and obtains the optimal advertising investment interval, providing the economic basis for the enterprise advertisement.
出处
《河西学院学报》
2013年第3期66-69,共4页
Journal of Hexi University
基金
国家社科基金西部项目(11XGL014)"西部企业营销道德与营销绩效关系的实证研究"阶段性研究成果
关键词
广告投资
边际收益
销售利润
Advertisement investment
Marginal revenue
Sale profit
