基于信息經(jīng)濟學信號理論的名人廣告研究.pdf

1、山東大學碩士學位論文基于信息經(jīng)濟學信號理論的名人廣告研究姓名：王迎波申請學位級別：碩士專業(yè)：勞動經(jīng)濟學指導教師：楊風祿20080408山東大學碩士學位論文ABSTRACTAdvertisingisaprominentfeatureofeconomiclifeAdvertisingeconomicsisawellroundedcurriculuminoverseasHowever，therearefewofscholarsstudying

2、onthisfieldandfewofvaluablestudyCelebrityadvertisingisanimportantformofadvertisingandithastakenuphighpercentsincommercialads，whiletheeconomistshavenotpaidenoughattentiontoitWhyweneedaspokespersoninadvertisingWhichroledoe

3、sacelebrityspokespersonplayinacelebrityadvertisin97Howdocompaniesselecttheircelebrities，andhowdocompaniesaddresstheinvestmentreturnoncelebrityendorsementInthispaper，accordingtosignalingmodelininformationeconomics，weanaly

4、zetheutilityofcelebrityendorsementinanadandbuildacelerityendorsementutilityfunctionbasedonthatThisfunctionCanbeusedtochooseaproperspokespersonFromthisfunctionwealsogetvariablenamedcelebrityendorsementefficiencyPuttingthe

5、variableintotheMilgromandRobertsPriceAdvertisingSignalingQualityModel，wegetanewmodelAccordingtothenewmodel，wefindthatthecelebrityendorsementutilityCansignalqualityand啪beprovedbyaeasestudyofAntaCompanyThispaperiscomposedo

6、fsevenpartsChapteroneintroducestheresearchmotivation，backgroundandvalueofcelebrityadvertisingandadvertisingeconomicsChaptertweviewstherelatedliteratureandbringsforwardtheexistingproblemsandinnovationattemptsChapterthreei

7、ntroducessignalingtheoryandadvertisingsignalingqualitymodelininformationeconomics，basedonwhichwebuildthenewcelebrityadvertisingsignalingmodelChapterfouranalyzescelebrityendorsementutilityincelebrityadvertisingandbuildsth

8、ecelebrityendorsementutilityfunctionFirmscanusethisfunctiontochoosethemostpropercelebrityendorserinanadvertisementChapterfivebuildsanewsignalingmodeltransformedfromMilgromandRobertsPriceAdvertisingSignalingQualityModelBy

9、loosingtheformerhypothesisthatadvertisingcostisefficiency，weintroduceanewvariable(celebrityendorsementefficiency)ChaptersixprovesthemodelbyacasestudyofAntaCompanyChaptersevenistheconclusionsofthispaperKeyword：Advertising