2018-3-9 → Economic Effects of Advertising广告的经济效益 Effect on gross domestic product 对GDP的影响 Contributes to levels of overall consumer demand ·促进各个层次的总体消费需求 Gross domestic product (GDP): Measure of the total value of goods and services produced within an economic system 国民生产总值:对一个经济体系统所生产的商品和服务的总体价值的衡量 Effect on competition ·对竟争力的影响 Competition is stimulated 刺激市场竟争 Economic Effects of Advertising广告的经济效益 对价格的影响 Advertising is buit into product costs, which may be passed on to cons 广告属于产品成本,可以会转嫁给消费者 Effect on value 对价值的影响 Adds value to the consumption experience 增加消费者体验 Symbolic value: What a product or service means to consumers in a non iteral way 象征价值:某一种产品或服务对于消费者的间接价值 Social meaning: What a product or service means in a societal context 社会意义:某一种产品或服务在社会情境中的意义2018-3-9 8 15 Economic Effects of Advertising广告的经济效益 • Effect on gross domestic product • 对GDP的影响 • Contributes to levels of overall consumer demand • 促进各个层次的总体消费需求 • Gross domestic product (GDP): Measure of the total value of goods and services produced within an economic system • 国民生产总值：对一个经济体系统所生产的商品和服务的总体价值的衡量 • Effect on competition • 对竞争力的影响 • Competition is stimulated • 刺激市场竞争 16 Economic Effects of Advertising广告的经济效益 • Effect on prices • 对价格的影响 • Advertising is built into product costs, which may be passed on to consumers • 广告属于产品成本，可以会转嫁给消费者 • Effect on value • 对价值的影响 • Adds value to the consumption experience • 增加消费者体验 • Symbolic value: What a product or service means to consumers in a nonliteral way • 象征价值：某一种产品或服务对于消费者的间接价值 • Social meaning: What a product or service means in a societal context • 社会意义：某一种产品或服务在社会情境中的意义