Marketing Characteristics

这项拟议的研究旨在通过描述广告是什么、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。什么是广告的问题与广告的信息内容有关：哪些产品属性将由哪些公司广告。信息在哪里做广告的问题相当于分析用于传递信息的媒体的选择。这个问题解决的是，在竞争环境中，消费者对公司产品信息的改进会给公司带来什么好处。它的广告方式解决了信息过载的问题，以及广告商必须通过发送信息来争夺潜在消费者的注意力，以及信息可能会排挤来自其他公司的信息的问题。分析的目的是描述实际的广告实践，并评估市场在实现信息提供目标方面的表现。对信息过载的分析将考虑大量(或“垃圾”)邮件、“垃圾邮件”、电话营销电话以及电视和杂志广告。联邦不召唤计划等政策问题将在该框架内解决。对信息内容的分析还将考虑“负面”广告的作用(突出竞争对手产品的特点)，以及限制使用强调竞争对手产品不利特征的广告信息是否可取。

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.