Marketing Characteristics

营销特点

• 批准号: 0452864
• 负责人: Simon Anderson
• 金额: --
• 依托单位: University of Virginia Main Campus
• 依托单位国家: 美国
• 项目类别: Continuing Grant
• 财政年份: 2005
• 资助国家: 美国
• 起止时间: 2005-06-01 至 2009-05-31
• 项目状态: 已结题
• 来源: https://www.nsf.gov/awardsearch/showAward?AWD_ID=0452864&HistoricalAwards=false
• 关键词: Marketing; Characteristics

The proposed research aims to broaden the Economics of Marketing by describing what is advertised, where it is advertised, why it is advertised, and how it is advertised. The question of what is advertisedpertains to the informational content of advertisements: which product attributes will be advertised by which firms. The question of where information is advertised corresponds to analyzing the choice of mediumused for imparting information. The question why addresses the benefits to firms from improved consumer information about firms' products in a competitive setting. How it is advertised addresses the issue ofinformation overload and the problem that advertisers must compete for the attention of prospective consumers by sending messages, and that messages may crowd out messages from other firms.The analysis is intended to both provide a description of actual advertising practice and to evaluate market performance in fulfilling the goal of information provision. The analysis of information overload willconsider bulk (or "junk") mail, "spam" email, telemarketing calls, as well as television and magazine advertising. Policy issues such as the Federal Do-Not-Call program will be addressed within the framework. The analysis of information content will also consider the role of "negative" advertising (highlighting features of rival products), and whether it is desirable to restrict the use of advertising messages that accentuate adverse features of rival products.

拟议的研究旨在通过描述什么是广告，在哪里做广告，为什么做广告，以及如何做广告来拓宽营销经济学。什么是广告的问题涉及到广告的信息内容：哪些产品属性将由哪些公司做广告。信息在哪里做广告的问题与分析传播信息的媒介的选择有关。为什么要解决的问题是，在竞争环境中，消费者对公司产品的信息得到改善对公司有什么好处。它是如何做广告地址的问题ofinformationoverload和问题，广告商必须通过发送消息竞争的潜在消费者的注意力，消息可能会排挤消息从其他firm.The分析的目的是既提供一个描述实际的广告实践和评估市场表现，在实现信息提供的目标。对信息过载的分析将考虑批量（或“垃圾”）邮件，“垃圾”电子邮件，电话营销电话，以及电视和杂志广告。政策问题，如联邦不打电话方案将在该框架内解决。对信息内容的分析还将考虑“负面”广告（突出竞争产品的特点）的作用，以及是否应当限制使用突出竞争产品不利特点的广告信息。