APLIKASI MODEL PERIKLANAN OPTIMAL DALAM INDUSTRI



Bambang Tri Cahyono(1*)

(1) Fakultas Ekonomi, Universitas Gadjah Mada
(*) Corresponding Author

Abstract


Iklan adalah sebuah investasi. Peranannya menjadi semakin penting
sebagai alat pemasaran yang utama dalam industri-industri agribisnis. Program
periklanan nasional untuk suatu industri kini sudah umum di negara-negara maju
dan mulai berkembang di Indonesia. Program demikian merupakan cara yang
sangat effektif dalam meningkatkan konsumsi pangan per kapita. Pada saat
bersamaan, kecenderungan permintaan yang semakin membaik telah menambah
daya tarik periklanan produk-produk industri agribisnis.


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References

Gould, J.P., "Diffusion Processes and Optimal Advertising Policy," dalam Microeconomic Foundations of Employment and Inflation Theory, eds. Edmond S. Phelps et.al, New York, W. W. Norton and Co., 1970. Hochman, Eithan, Uri Regev, dan Ronald W. Ward, "Optimal Advertising Signals in Florida Citrus Industry: A Research Application", dalam American Journal of Agricultural Economics, November, 1974. Kinnucan, Henry, dan Deborah Fearon, "Econometric Measurement of the Sales Response to Generic and Brand Advertising of Cheese", dalam Cornell Agricultural Economics Staff Paper, Agustus, 1984. Nerlove, Marc, dan Kenneth J. Arrow, "Optimal Advertising Policy Under Dynamic Conditions", dalam Economica, Mei, 1962



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