Eine Plattform für die Wissenschaft: Bauingenieurwesen, Architektur und Urbanistik
Eine Plattform für die Wissenschaft: Bauingenieurwesen, Architektur und Urbanistik
Abstract Contrary to the traditional theory of market areas which has as the central theme the firms' price changes and the demand-reactions of the widely dispersed households, our model shows the optimal solutions for the spatial use of advertising. If we assume that a central-urban located firm intends to maximize the additional net revenue by applying advertising as an instrumentvariable; we can show that the whole urban area will not be covered by the advertising campaign, but in all cases only partial areas. In this instance the optimal advertising radius will be derived from various model variants.
Abstract Contrary to the traditional theory of market areas which has as the central theme the firms' price changes and the demand-reactions of the widely dispersed households, our model shows the optimal solutions for the spatial use of advertising. If we assume that a central-urban located firm intends to maximize the additional net revenue by applying advertising as an instrumentvariable; we can show that the whole urban area will not be covered by the advertising campaign, but in all cases only partial areas. In this instance the optimal advertising radius will be derived from various model variants.
Spatial demand under advertising
Schöler, Klaus (Autor:in)
1982
Aufsatz (Zeitschrift)
Englisch
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