| Cooperative advertising has already been an appropriate advertising strategy for hundreds of operators for its inherited advantages, which including cost-sharing, risk-sharing and benefit-sharing. Cooperative advertising is not a completely new style of advertising. It is, in fact, an arrangement of finance for the cooperators. It is vital for them to decide the budget of advertising and coordinate the way of cooperating with their partners.Vertical cooperative advertising is one of the styles of cooperative advertising. The cooperators of vertical cooperative advertising are manufactures and retailers in supply chain. Their aim of cooperating with each other is promoting the sale of the product made by the manufactures and maximizing their profits.The paper does research on vertical advertising via theoretical analysis and mathematic model analysis. The paper proposes the static and dynamic model of the process of generating effect of vertical cooperative advertisement, and mathematic analyzes vertical cooperative advertisement based on the static and dynamic models. Specific contents are as follows:1,Constructing the static and dynamic model of the process of generating effect of vertical cooperative advertisement via dividing the style of advertising and the effect of advertising, analyzing the process of the advertising effect on consumers.2,Constructing the mathematic model based on the static and dynamic model, analyzing and counting the optimal advertising budget for manufactures and retailers in static mathematic model, analyzing and counting the optimal advertising frequency for manufactures and retailers. Dividing the cooperative style of manufactures and retailers into lead-follow and collaborative.3,Carrying on a case study on the cooperative advertisement in marketing sea buckthorn beverages of YHR CO.LTD, getting the optimal advertising strategy, which verify the outcomes of the mathematic models from one aspect. |
PDF Full Text Request