| Budget Amount *help |
¥3,510,000 (Direct Cost: ¥2,700,000、Indirect Cost: ¥810,000)
Fiscal Year 2015: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
Fiscal Year 2014: ¥1,430,000 (Direct Cost: ¥1,100,000、Indirect Cost: ¥330,000)
Fiscal Year 2013: ¥1,430,000 (Direct Cost: ¥1,100,000、Indirect Cost: ¥330,000)
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| Outline of Final Research Achievements |
This study conducts theoretical and empirical analyses on uncertainty of advertising effect with advertising competition.
In theoretical side, we formulate our model via Vidal-Wolfe type model, introducing uncertainty on its advertising effect. We solve this model as close-loop Nash equilibrium (amount of optimal adverting input and net profit) with numerical methods. Then we show that the optimal control rule is Bang-Bang control.
In empirical side, we estimate magnitude of uncertainty of advertising effect. We conduct its estimation after seasonal effect is removed by DECOMP. After that, we find that magnitude of uncertainty of advertising effect is greater than one of financial market.
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