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شهبازی, حبیب. (1400). سطح بهینه بودجه تبلیغات عمومی شیر: کاربرد روش‌های تخصیص مختلف. , 52(4), 643-662. doi: 10.22059/ijaedr.2021.285992.668791
حبیب شهبازی. "سطح بهینه بودجه تبلیغات عمومی شیر: کاربرد روش‌های تخصیص مختلف". , 52, 4, 1400, 643-662. doi: 10.22059/ijaedr.2021.285992.668791
شهبازی, حبیب. (1400). 'سطح بهینه بودجه تبلیغات عمومی شیر: کاربرد روش‌های تخصیص مختلف', , 52(4), pp. 643-662. doi: 10.22059/ijaedr.2021.285992.668791
شهبازی, حبیب. سطح بهینه بودجه تبلیغات عمومی شیر: کاربرد روش‌های تخصیص مختلف. , 1400; 52(4): 643-662. doi: 10.22059/ijaedr.2021.285992.668791

سطح بهینه بودجه تبلیغات عمومی شیر: کاربرد روش‌های تخصیص مختلف

تحقیقات اقتصاد و توسعه کشاورزی ایران
مقاله 1، دوره 52، شماره 4، دی 1400، صفحه 643-662    اصل مقاله (1.03 M)
نوع مقاله: مقاله پژوهشی
شناسه دیجیتال (DOI): 10.22059/ijaedr.2021.285992.668791
نویسنده
حبیب شهبازی*
استادیار گروه اقتصاد کشاورزی، دانشگاه سید جمال الدین اسدآبادی، اسدآباد، همدان، ایران
چکیده
تبلیغات عمومی عمدتاً با هدف ایجاد تقاضا (معرفی) و ارتقاء مصرف، بدون نام‌بردن از یک نشان تجاری خاص صورت می‌گیرد. در زمانی که کالای هدف، از کالاهای اساسی در مصرف باشد، علاوه بر بنگاه‌ها، دولت‌ها نیز اقدام به انجام تبلیغات عمومی برای ارتقاء مصرف می‌کنند. یکی از کالاهای اساسی که در رشد و حفظ سلامتی مؤثر است، شیر و فرآورده‌های آن می‌باشد. بنابراین، ایجاد بسترهای لازم در خصوص تبلیغات عمومی، می‌تواند برای دولت‌ها و بنگاه‌ها سودآور باشد. پرسش اصلی تحقیق این است که مقدار بهینه اقتصادی بودجه تبلیغات عمومی (سرمایه‌گذاری در تبلیغات) چه میزان است و روش تخصیص بودجه تبلیغات چگونه بایستی باشد. بنابراین، در این مطالعه با استفاده از اطلاعات کتابخانه‌ای و سایر مطالعات علاوه بر تعیین بودجه بهینه تبلیغات عمومی شیر، به بررسی روش تخصیص جمعی، بهاء ثابت، بهاء سهمی، با یارانه دولت در دو حالت اقتصاد باز و بسته پرداخته می‌شود. نتایج نشان می‌دهد شاخص شدت تبلیغات بهینه در اقتصاد بسته در روش سرمایه‌گذاری جمعی، حدود 42/19 درصد، در روش بهاء ثابت و سهمی حدود 91/30 درصد، در روش بهاء ثابت با یارانه دولت، 30/54 درصد و در اقتصاد باز در روش سرمایه‌گذاری جمعی 74/10 درصد و در روش سرمایه‌گذاری بهاء ثابت 19/20 درصد از فروش می‌باشد. آنچه در این نتایج مشاهده می‌شود علاوه بر اینکه روش سرمایه‌گذاری بر سطح بهینه شاخص شدت تبلیغات اثرگذار است، سطح مبادلات بین‌المللی کشور نیز بر این شاخص مؤثر می‌باشد.
کلیدواژه‌ها
سطح بهینه اقتصادی؛ تبلیغات عمومی؛ اقتصاد باز؛ شیر
عنوان مقاله [English]
The optimal budget of Milk Generic advertising: an application of different allocation methods
نویسندگان [English]
Habib Shahbazi
Assistant Professor of Agricultural Economics, Sayyed Jamaleddin Asadabadi University, Asadabad, Hamedan, Iran
چکیده [English]
Generic advertising is primarily aimed at creating demand (introduction) and promoting consumption, without mentioning a specific brand. When the target product is a strategic commodity in consumption, in addition to firms, governments invest in generic advertising for increasing consumption. One of the essential products that is effective in growing and preserving health is milk and its products. The main question of the present research is that what is the optimal milk generic advertising intensity (investment in milk advertising) and how should be allocate advertising budget. in this study, using library information and other studies, in addition to determining the optimal budget for generic advertising of milk, we examine the method of allocation, lump-sum, per unit levy, valorem levy, with matching subsidy funding arrangements in two cases of open and closed economies. The results show that the optimum advertising intensity in the closed economy in lump-sum funding arrangement, on average, was 19.42 percent, in the levy valorem levy arrangement, on average, was 30.91 percent and in levy with government allocation a subsidy was 54.30 per cent of sales. In an open economy, in lump-sum funding arrangement, the optimal advertising amount was about 10.74% and in levy's investment method, optimal advertising intensity rates was about 20.19% of sales. What is observed in these results, besides the investment method affects the level of advertising intensity; the level of international exchanges of the country also influences this index.
کلیدواژه‌ها [English]
The optimal economic Level, Generic Advertising, Open economic, Milk
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آمار
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