Cooperative advertising for competing manufacturers: The impact of long-term promotional effects
Cooperative advertising for competing manufacturers: The impact of long-term promotional effects
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DOI：
10.1016/j.ijpe.2016.11.007
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发表时间：
2017-02-01
影响因子：
12
通讯作者：
Sigue, Simon-Pierre
中科院分区：
文献类型：
--
作者：
Karray, Salma;Martin-Herran, Guiomar;Sigue, Simon-Pierre
研究了在两个竞争的制造商与一个独家零售商和两种产品打交道的市场中，合作广告方案的有效性。本文建立了两个两阶段博弈模型，分析了零售商促销活动对合作广告效果的长期影响。得到了封闭形式的平衡解，并进行了比较。我们发现，产品的可替代性水平和零售商的促销活动对销售的长期影响的迹象和幅度决定是否合作广告应该提供和接受的制造商和零售商。特别是，根据产品的可替代性水平，合作广告可以使制造商和零售商双方受益，即使零售商的促销活动对未来的销售产生负面影响。相反，当产品相当无差别时，不管促销的长期效果的性质如何，提供合作广告可能不符合制造商的利益。最后，制造商和零售商可能会拒绝分别提供或参与合作广告计划，提高总的渠道利润。
The effectiveness of cooperative advertising programs is studied in a market where two competing manufacturers deal with an exclusive retailer and two products. Two two-stage game theoretic models are developed to analyze the long-term effects of retailer's promotions, which can be positive or negative, on the effectiveness of cooperative advertising. Closed-form equilibrium solutions are obtained and compared. We find that the level of product substitutability and the sign and magnitude of the long-term effects of retailer's promotions on sales determine whether cooperative advertising should be offered and accepted by the manufacturers and retailer. In particular, depending on the level of product substitutability, cooperative advertising can benefit both the manufacturers and retailer even when retailer's promotions negatively affect future sales. Conversely, it may not be in the interest of the manufacturers to offer cooperative advertising when the products are fairly undifferentiated regardless of the nature of the long-term effects of promotions. Finally, the manufacturers and retailer may refuse to respectively offer or participate in cooperative advertising programs that enhance total channel profits.