两媒体整合营销沟通方案的最优决策

制订整合营销沟通方案最优决策的目的是寻求最优的广告支出方式以获得最大收益.运用最优控制理论分析两个媒体情况下的最优支出性质.在一定的假设条件下,得到两个媒体支出密度数量上的相对关系和在一定时间段内随时间的变化规律.结论表明,两个媒体的支出与两个媒体的协同作用有关,也与累积销售额的影响有关.同时也指出了规范分析结果与现实情况的差距.

Optimal decision on integrated marketing communications of two media

The purpose of formulating optimal decision on integrated marketing communications is to explore the best pattern of advertisement expense.On the basis of the optimal control theory,the optimal characters of expenses on two advertisement media are analysed.Under some particular hypotheses,the relative quantitative relationship between the two expense densities and the changing law of expense density in a particular interval are examined.The conclusions show that the expenses of two media relate to the synergy as well as the effect of accumulated value of sales.The gap between the results of normal analysis and the reality is pointed out.