Электронная библиотека
Эластичность возврата инвестиций в рекламу как критерий максимизации прибыли
Макиенко И.И., Митчел Т.
|
|
||
3 |
Эффективность рекламных расходов и максимизация прибыли | |
4 |
Таблица 1. Прибыль и возврат инвестиций в рекламу как показатели инвестиционной привлекательностиКак расходы на рекламу влияют на продажи и прибыльРис. 1. Продажи и прибыль как функции расходов на рекламу | |
5 |
Расчет функции, связывающей прибыль, возврат инвестиций в рекламу и расходы на нееПоказатель эластичности возврата инвестиций в рекламу | |
6 |
Рис. 2. Влияние рекламных расходов на прибыль и ROAРис. 3. Влияние рекламных расходов на возврат инвестиций в рекламу | |
8 |
Рис. 4. Влияние рекламных расходов и возврата инвестиций на прибыль | |
9 |
Таблица 2. Отчетность компании АПреимущества нового показателяТаблица 3. Эластичность возврата инвестиций в рекламу (периоды 2 и 3) | |
10 |
Основные допущения и ограничения | |
11 |
Заключение | |
12 |
Литература |
1. Ambler T. (2003). Marketing and the Bottom Line. Pearson Education Limited, London, UK.
2. Ambler T., Roberts J.H. (2008). «Assessing marketing performance: don’t settle for a silver metric». Journal of Marketing Management, Vol. 24, No. 7/8, pp. 733–750.
3. Assael H. (2011). «From silos to synergy». Journal of Advertising Research. — Подробнее .
4. Bayon T., Gutsche J., Bauer H. (2002). «Customer equity marketing: touching the intangible». European Management Journal, Vol. 20, No. 3, pp. 212–223.
5. Best R. (2009). Market Based Management. Pearson Education, Upper Saddle River, NJ.
6. Cannon H.M., Leckenby J.D., Abernethy A. (2002). «Beyond effective frequency: evaluating media schedules using frequency value planning». Journal of Advertising Research, Vol. 42, No. 6, pp. 33–47.
7. Clancy J.K., Stone R.L. (2005). «Don’t blame the metrics». Harvard Business Review, Vol. 83, No. 6, pp. 26–28.
8. Court D.C. (2005). «Boosting returns on marketing investment». McKinsey Quarterly, Vol. 2, pp. 36–47.
9. Danaher P.J., Rust R.T. (1994). «Determining the optimal level of media spending». Journal of Advertising Research, Vol. 34, No. 1, pp. 28–34.
10. Danaher P.J., Rust R.T. (1996). «Determining the optimal return on investment for an advertising campaign». European Journal of Operational Research, Vol. 95, pp. 511–521.
11. Davis J. (2007). Measuring Marketing: 103 Metrics Every Marketer Needs. Singapore: John Wiley.
12. Dean J. (1951). Managerial Economics. Prentice Hall, Englewood Cliffs, NJ.
13. Dekimpe M.G., Hanssens D.M. (1999). «Sustained spending and persistent response: а new look at long-term marketing profitability». Journal of Marketing Research, Vol. 36, No. 4, pp. 397–412.
14. Devinney T., Stewart D.W. (1988). «Rethinking the product portfolio: a generalized investment model». Management Science, Vol. 34, No. 9, pp. 1080–1096.
15. Fairhurst A., Gable M., Dickinson R. (1996). «Determining advertising budgets for service enterprises». Journal of Services Marketing, Vol. 10, No. 6, pp. 18–32.
16. Farris P.W., Bendle N.T., Pfeifer P.E. and Reibstein D.J. (2006). Marketing Metrics: 50 + Metric Every Marketing Manager Should Master. Pearson Education. Wharton School Publishing, Upper Saddle River, NJ.
17. Hogan J.E., Lehmann D.R., Merino M., Maria M., Srivastava R.K., Thomas J.S. and Verhoef P. (2002). «Linking customer assets to financial performance». Journal of Service Research, Vol. 5, No. 1, pp. 26–39.
18. Jones J.P. (1995). «Single-source research begins to fulfill its promise». Journal of Advertising Research, Vol. 35, pp. 9–16.
19. Ittner C.D., Larcker D.F. (1998). «Innovations in performance measurement: trends and research implications». Journal of Management Accounting Research, Vol. 10, pp. 205–238.
20. Kaplan R.S., Norton D.P. (1992). «The Balanced Scorecard — measures that drive performance». Harvard Business Review, Vol. 70, No. 1, pp. 71–79.
21. Kotler P. (1971). Marketing Decision Making: a Model Building Approach. Holt, Rinehart, Winston, NY.
22. Krugman H.E. (1972). «Why three exposures may be enough». Journal of Advertising Research, Vol. 12, No. 6, pp. 11–14.
23. Lerner A.P. (1933). «The diagrammatical representation of elasticity of demand». Review of Economic Studies, Vol. I, No. 1, pp. 33–34.
24. Levy M., Weitz B.A. (1998). Retailing Management. Irwin Homewood, IL.
25. Longman K.A. (1997). «If not effective frequency, then what?» Journal of Advertising Research, Vol. 37, No. 4, pp. 44–50.
26. Luo X., Donthu N. (2002). «Advertising may be inefficient irrespective of how the advertising budget was set: а response to Riedesel’s comment on «benchmarking advertising efficiency». Journal of Advertising Research, Vol. 42, No. 2, р.94.
27. McDonald M. (2005). «Let us drop, once and for all, the nonsense about marketing return on investment». Journal of Medical Marketing, Vol. 5, No. 3, pp. 256–260.
28. McGovern G.J., Court D., Quelch J.A., Crawford B. (2004). «Bringing customers into the boardroom». Harvard Business Review, Vol. 82, No. 11, pp. 70–80.
29. Narayanan S., Desiraju R., Chintagunta P.K. (2004). «Return on investment implications for pharmaceutical promotional expenditures: the role of marketing-mix interactions». Journal of Marketing, Vol. 68, No. 1, pp. 90–105.
30. Rust R.T., Lemon K.N., Zeithaml V.A. (2004). «Return on marketing: using customer equity to focus marketing strategy». Journal of Marketing, Vol. 68, No. 1, pp. 109–127.
31. Sawhney M., Zabin J. (2002). «Managing and measuring relational equity in the network economy». Journal of the Academy of Marketing Science, Vol. 30, No. 4, pp. 313–332.
32. Seggie H.S., Cavusgil E., Phelan S.E. (2007). «Measurement of return on marketing investment: a conceptual framework and the future of marketing metrics». Industrial Marketing Management, Vol. 36, pp. 834–841.
33. Sheldon J.R. (1986). «A note on the teaching of arc elasticity». Journal of Economic Education, Vol. 2, pp. 120–124.
34. Sheth J.N., Sisodia R.C. (2002). «Marketing productivity: issues and analysis». Journal of Business Research, Vol. 55, No. 5, pp. 349–358.
35. Simon L.J., Arndt J. (1980). «The shape of advertising response function». Journal of Advertising Research, Vol. 20, No. 4, pp. 11–28.
36. Stewart D.W. (2008). «How marketing contributes to the bottom line». Journal of Advertising Research, March, pp. 94–105.
37. Taylor C.R. (2010). «Measuring return on investment from advertising: «Holy Grail» or necessary tool?» International Journal of Advertising, Vol. 29, No. 3, pp. 345–348.
38. Taylor J., Kennedy R., Sharp B. (2009). «Is once really enough? Making generalizations about advertising’s convex sales response function». Journal of Advertising Research, Vol. 49, No. 2, pp. 198–200.
39. Tellis G.J. (2009). «Generalizations about advertising effectiveness in markets. Journal of Advertising Research, June, pp. 240–245.
40. Vakratsas D., Feinberg F.M., Kalyanaram G. (2004). «The shape of advertising response functions revisited: а model of dynamic probabilistic thresholds». Marketing Science, Vol. 23, No. 1, pp. 109–119.
41. Wright M. (2009). «A new theorem for optimizing the advertising budget». Journal of Advertising Research, Vol. 49, No. 2, pp. 164–169.
Макиенко Игорь Иванович
профессор
DBA, University of Nevada Reno, автор многочисленных научных работ. г. Рино, США
Митчел Тед Ph.D
профессор
Почетный профессор University of Nevada Reno, преподаватель маркетинговых дисциплин, консультант по инвестициям в маркетинг. г. Рино, США