2018-3-9 Advertising's Role in Contributing to Revenue and Profit Generation 告在收入和利润形成中的角色 Advertising contributes to the process of creating sales and revenue 广告促进销售和利润的形成 Does not generate revenue directly 不直接形成收入 flexibility by 创建价格弹性通过 促进规模经济 sticity of demand to price cha 帮助创建需求价格非弹性 Types of Advertising广告类别 Primary versus selective demand stimulation 基本需求刺激vs选择性需求刺激 Primary demand stimulation: Creating demand for an entire product category 基本需求刺激:创建一个完整的产品类别需求 Selective demand stimulation: Points out a brand s unique benefits compared to the ·选择性需求刺激:指出相对于竞争者的品牌的独特性2018-3-9 6 Advertising’s Role in Contributing to Revenue and Profit Generation 广告在收入和利润形成中的角色 • Advertising contributes to the process of creating sales and revenue • 广告促进销售和利润的形成 • Does not generate revenue directly • 不直接形成收入 • Creates pricing flexibility by: • 创建价格弹性通过： • Contributing to economies of scale • 促进规模经济 • Helping create inelasticity of demand to price changes • 帮助创建需求价格非弹性 11 12 Types of Advertising广告类别 • Primary versus selective demand stimulation • 基本需求刺激vs选择性需求刺激 • Primary demand stimulation: Creating demand for an entire product category • 基本需求刺激：创建一个完整的产品类别需求 • Selective demand stimulation: Points out a brand’s unique benefits compared to the competition • 选择性需求刺激：指出相对于竞争者的品牌的独特性