우유의 상표광고와 기초광고 상응효과 분석

• 영문명: Profit Comparison between Brand and Generic Advertising :
• 발행기관: 한국농식품정책학회
• 저자명: 김민경(Min Kyoung Kim) 박종수(Jong Soo Park)
• 간행물 정보: 『농업경영.정책연구』농업경영·정책연구 36권 4호, 871~894쪽, 전체 24쪽
• 주제분류: 농수해양 > 식품과학
• 파일형태: PDF
• 발행일자: 2009.12.31

영문 초록

This study investigates the effect of brand and generic advertising on the milk market in Korea in order to probe the possibility of voluntary involvement of dairy firms in generic advertising. As demand elasticity of fluid milk for the firms is more elastic, the optimal ratio of brand advertisement to a revenue decreases. This ratio further decreases when taking into account the response of a rivalry firm and generic advertising effects. We also provide the range for an elasticity of a generic advertising to brand advertising where milk companies would more willingly participate in generic advertising in order to maximize their profits.

목차

Ⅰ. 서 론

Ⅱ. 시나리오별 유업의 광고비용 적정수준과 판매량 비교

Ⅲ. 탄력성 추정 모형 및 결과

Ⅳ. 유업의 광고비용 적정 수준과 기초광고 참여 결정

Ⅴ. 요약 및 결론

참 고 문 헌

키워드

Brand Advertising Generic Advertising Demand Elasticity of Fluid Milk for a Dairy Firm Profit Maximization