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首页> 外文会议>System Dynamics Society International Conference; System Dynamics Society Anniversary Celebration; 20070729-0802; 20070729-0802; Boston,MA(US); Boston,MA(US) >Advertising effectiveness and spillover: simulating strategic interaction using advertising
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Advertising effectiveness and spillover: simulating strategic interaction using advertising

机译：广告效果和溢出：使用广告模拟战略互动

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摘要

This paper examines the strategic interaction between two firms competing using advertising. The simulation is based on the Cournot analytical duopoly model. The paper discusses the analytical model and then discusses the simulation model. The paper discusses the ways in which the simulation model is different, usually for pragmatic reasons, to the analytical model. The paper shows results of the model for a number of competitive scenarios. These scenarios demonstrate that small changes in model parameters can significantly alter firm and industry behavior. The paper demonstrates that positive spillover (cooperation) reduces the impact of advertising and negative spillover (predation) increases the impact of advertising.
机译：本文研究了两家使用广告竞争的公司之间的战略互动。该模拟基于古诺分析双寡头模型。本文讨论了解析模型，然后讨论了仿真模型。本文讨论了通常出于实用原因而使仿真模型与分析模型不同的方式。本文显示了针对许多竞争情景的模型结果。这些场景表明，模型参数的微小变化会大大改变公司和行业的行为。本文证明，积极的溢出（合作）会减少广告的影响，而消极的溢出（掠夺）会增加广告的影响。

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