摘要
运用经济学原理对不完全竞争市场下的广告效果进行分析，对广告"灰箱效应"的形成从现实环境、广告质量、消费者的反应以及广告主的行为进行了剖析并提出了相应的建议。
The effect of advertisement in the non-perfect competiton market was analyzed byapplying the principle of economics, and the formation of 'the obscure effact' of advertisementwas dissected from the angles of the environment the quality of advertisement, the customers'attitude to advertisement and the advertisers' behavior.Meanwhile some suggestion was putforward.
出处
《商业研究》
CSSCI
北大核心
1999年第11期112-113,117,共3页
Commercial Research
关键词
广告
灰箱效应
广告效果
对策
成因
The effect of advertisement
the non-perfect competition market
the formation ofthe obscure effect
