| 广告发展的经济学依据 |
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| 引用本文： | 张曙临,李海波. 广告发展的经济学依据[J]. 湖南师范大学社会科学学报, 2007, 36(5): 105-108 |
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| 作者姓名： | 张曙临 李海波 |
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| 作者单位： | 湖南师范大学,商学院,湖南,长沙,410081;湖南师范大学,商学院,湖南,长沙,410081 |
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| 摘 要： | 现代广告学总体上应归属于经济学科,因此广告的发展主要应当从经济学角度寻找理论依据.包括:广告的投入-产出功能,广告投资的"价值放大"功能,广告是最具竞争力的手段,广告可诱使单位产品营销成本下降的可能性,等等.这既为广告学提供了更加坚实的理论基础,使广告学真正从"术"的层次上升到"学"的层次,也对指导广告管理具有重要的实践意义.
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| 关 键 词： | 现代广告 劳动价值理论 投入-产出理论 品牌 |
| 文章编号： | 1000-2529（2007）05-0105-04 |
| 修稿时间： | 2007-06-20 |
The Economic Basis of Advertising Development |
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| ZHANG Shu-lin,LI Hai-bo. The Economic Basis of Advertising Development[J]. Journal of Social Science of Hunan Normal University, 2007, 36(5): 105-108 |
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| Authors: | ZHANG Shu-lin LI Hai-bo |
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| Affiliation: | College of Business, Hunan Normal University, Changsha 410081, China |
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| Abstract: | Modern advertisement should belong to economy discipline as a whole.Therefore,development of advertisement ought to seek the theory basis from economics angle,including mainly:the input-output function of advertisement,the "value amplifying" function of advertising investment,advertisement being the most competitive means,the possibility that advertisement may induce the sales cost of unit profuct declining,and so on.Which provide more solid rational basis for advertisement,making it really rise from the "skill" level to the "learning" level,also have important practice significance in guiding advertising management. |
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| Keywords: | modern advertisement the theorization of labor value the theorization of input-output brand |
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