6、决策各要素详解1公司形象

1、CorporateCorporateadvertisingeffectsonmarketvery longperiodoftime,butdoes notCorporateCorporateadvertisingeffectsonmarketvery longperiodoftime,butdoes noteffecton salesimmedia y. Also, corporate advertising has a strong cumulative effect, so the strategy of investments should beplanned for all 5 per

2、iods. Effect on sales is different for arket. The greatest effect will ernet. EU and Nafta have the same effect, but is nItisimportanttottheeffectofyourinvestmentcomesaftertheperiod.Ifyouspent99corporate ernetin 1period, effecton sales you will getonlyin2 tisTest 1 - EUand Nafta (2Vertical - the rel

3、ative market change compared with 1 period. Horizontally - the absolute value corporateadvertising. Results for EU and Nafta, referencesales are equal for boths are the same, therefore the effect Test 1 ernet (2 The same results, but for ernet market. Line has a greater slope, because the effect is

4、nhe EU and Nafta. The coefficient is 0.0018 against 0.0015 (or 0.0014). Coefficient tevery $1000,investedincorporateadvertising willmake1*0.0018=0.18%market increasing.$99will make 99 * 0.0018 = 17.82% market Test 2Test 2 - EUand Nafta (3We continue to test corporate advertising in 3 Test 3 - EUand

5、Nafta (4We continue to test corporate advertising in4 Corporate advertising has astrong cumulative effect, whichCorporate advertising has astrong cumulative effect, which isequalto60% of previous investments. perfect estimate, we made test with two he same group, where all 5 periodsadvertisingwas50a

6、nd80. Thedifference2 period - (80-50) * nsalesin EUand Naftacanbecalculatedbythe3 period - (80-50) * 0.0014 + (80-50) * 0.0014 * 4 period - (80-50) * 0.0014 + (80-50) * 0.0014 * 0.6 + (80-50) * 0.0014 * 0.6 * These specific features form strategy of investment in corporate advertising. You rowth, ad

7、vertising the beginning ofthe game for the market with great potential gradually reduce it to 5 period: 1 period - 99;period - period - period - period - Cumulative effect - 60%of previous Effect of corporate advertisingonmarket is proportional; Effect is equal for products 1, 2 and 3;ernet market more y 响将是互联网。欧盟和X 响将是互联网。欧盟和X 5 期没有意O，它O会影响市场1 欧盟和X贸易协定2 期- 相对市场的变WP1期相比。水平- 的绝对值。结果欧盟和X协定中，参考点是相同的，因l1 - 互联网2期0.0014 2 - 欧盟和X贸2 - 欧盟和X贸易区3 期。3 - 欧盟和X贸易区4 期q们将继续4 。具有很强的累积效应，它等于先前的投资的 60。对于完美的估计，q们 具有很强的累积效应，它等于先前的投资的 60。对于完美的估