広告宣伝費の安定性に関する理論的背景

概要

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The primary objective of this paper is to build the model in stabilization of advertising spending. The author tries to make clear the relation between advertising spending and firm's performance (e.g., sales and profits). The author's conclusion is that firms which pay stably advertising spending from the point of stability get better firm's performance than firms which pay unstably advertising spending. Stabilization of advertising spending is the author's original idea that has not ever been in Japan yet. In Japan, there has been little research about how to manage effectively advertising spending from the whole point of management in firms and in the long-term point of view. It is needless to say that consistency and continuation are very important for communication activities, which support brand strategy. The author finds that stabilization of advertising spending will take an important part which supports consistency and continuation of communication activities in such a brand strategy. In this paper, author will try to make models of stabilization of advertising spending in the theoretical approach. Author believes that this paper will help readers to percept and understand the idea of stabilization in advertising spending.
東海大学の論文
2004-03-30