Advertising in Duopoly Market--论文代写范文精选

人们需要一定的信息，以产品和利润为导向,广告是一个好的渠道连接。尽管如此,广告作为一个概念渗透市场的方式，不能仅仅出现在电视广告,街头的广告牌等等。我们必须看到在更广泛的意义上,包括消费者之间的口碑,以及他们如何相互影响。下面的essay代写范文将进行详述。

Abstract 
The paper presents the dynamics of consumer preferences over two competing products acting in duopoly market. The model presented compared the majority and minority rules as well as the modified Snazjd model in the Von Neumann neighborhood. We showed how important advertising in marketing a product is. We show that advertising should also consider the social structure simultaneously with the content of the advertisement and the understanding to the advertised product. Some theoretical explorations are discussed regarding to size of the market, evaluation of effect of the advertising, the types of the advertised products, and the social structure of which the product is marketed. We also draw some illustrative models to be improved as a further work. 
Keywords: advertising, snazjd model, majority model, duopoly market.

Introduction 
If you have a new product to be distributed in the market, you have to let the people know about it. Furthermore, if you want to let the market know that your product is better than the product distributed by your competitor, you must have the media to do it. Nowadays, a dominant and alternative way to do this is advertising. Advertising has been a part of the life of urban and modern life, and we know most products we consume to day are coming from the activity of this business channel. The power of advertisement has even sometimes made people buy advertised product even at higher price. 

There is connection between the information that people need about product and profit-oriented company and it is advertisement that bridges this connection (see [3]). Nonetheless, advertisement as a concept to penetrate a product information to the market cannot be solely seen in the sense of television commercials, street billboards, etc. We must see advertisement in a broader sense that includes the ”word of mouth” among consumers or users and how they influence each other as a significant factor that makes a product gains success in marketing: social neighborhood and social network. Word of mouth of the goodness of one product holds a major role in the marketing before mass media such as newspaper, posters, radio, television and internet exist. 

Even today, word of mouth still prevails in product marketing. We are familiar with multi-level-marketing system where one company cut the conventional advertisement budget and allocate it to promotion via people’s network. The researches on marketing should see a lot of aspects in the relationship between the marketed products and the social dynamics and characteristics of the market, even further, in how a product is imaged in a consumer’s mind. The concern of the fact that big company who owns bigger budget to campaign its product will always conquer the market and stand to be the single player in the market (monopoly) should end with the power of effective advertising (see for instance [2]). 

Finding the effectiveness of a product marketing should now involve the research on social neighborhood (and therefore, the micro interaction among them) and learn how collective preference emerged from such structure [15]. One of interesting method to see the advertising dynamics is by using the computer simulation. The computational based simulation, as introduced in the paper, has now become more popular in research as it brings many beneficials to the researchers and the sponsors of research and it is a very 2 interesting alternative in finding new scientific methods and theoretical exploration for analyzing social phenomena. The paper begins with some recognitions to previous models that may have been widely accepted to understand the opinion formation. We understand that in sociological perspective, advertising must be related to the social agents’ opinion formation. Here we emphasize the importance as outlined by the Sznajd Model and Majority-Minority Model. 

In the next section, we introduced an alternative point of view to see advertising as a process similar to catalytic process in which the two factors must be considered carefully in practice: the structure of social system and the content of information brought by the advertisement. Then we built a model to be simulated computationally that is inspired by the two models introduced before. The paper is ended with some discussions regarding the theoretical exploration and some lessons we may learn by observing the simulation result. Here, some further possible and challenging works are also presented.

Some Models on Opinion Dynamics 
Sociological perspective on advertising would, however, talk about the formation of opinions among the social agents. People opinion may change because of social interaction and also may be transformed after they met with any advertised artifacts. By reviewing contemporary literatures on opinion dynamics, either an opinion changes because of the amount of brand campaign broadcasted in all over mass media or emerged from social neighborhood influence, we can simulate both computationally. The computational model for opinion formation in political election has been a hot issue in some countries like Brazil and Poland using simple Ising spin-like model known as Sznajd Model [12], [13]. 

The modified voter model with different neighborhood in [11] even further shows pattern of clustering in Indonesian voters that implies a democratic election. In economy, Sznajd Model has also been used to model the dynamics of costumer’s choice over two competing products by the help of advertising [14], [10]. It is also well understood in our social system that a majority opinion has powerful influence in changing one citizen’s opinion. The latter phenomenon is another concern in Majority Rule Model and its modification model. We discuss Sznajd model and Majority-Minority model in detail below for those two models inspired the model we use here.

Advertisement as Social Catalysts How can we see advertisement in forming public opinion? People recognize any ideas spreading in public by communicating and interacting with our neighbors. The micro interactions, somehow, lead social agents to state their stances about ideas, products, or any information. Advertisements that shown in public stages bring information about products to people, and since interaction holds a very important and crucial thing in social system, advertisement brings this information to micro-social interactions. 

This role is interestingly similar with catalysts in chemical reaction. By general definition, a catalyst is any (chemical) substance that is able to accelerate a (chemical) reaction [7]. Taking the concept of accelerator to gaining equilibrium in a market, a convincing advertisement which can fasten the consumer to believe the product and hence, consume the product, is also called catalyst. The marketing pace should be slower if we only count on the conventional marketing. An advertising will affect the individual as much as 5 catalyst interact with the reactant in micro state and we see in macro level the system reaching equilibrium state where the advertised product is successful as the dominant product in the market. However, if the mechanism repeated over and over again in the neighborhood consumers for certain period of time, we would see the dynamical equilibrium in macro level, and at this point we could arrange a marketing strategy as we analyze from the simulation result.

Concluding remarks 
We show the relatedness of Sznajd Model and Majority-Minority Model as two models that have been well-known to understand the opinion formation, and some cases, advertising. We modify some of the rules introduced in those models and build our own model by realizing that advertising should see two factors must be considered carefully in practice: the first, the structure of social system in which social agents interact one another and there is an obvious and inevitable influence between an agent with her neighbor and vice versa. The second is the information brought by the advertising itself. Advertisement is supposed to convey any information that can attract consumers to adopt certain products or any cultural objects. We propose that the process of opinion formation in the specific case of advertising can be seen like the activity of the catalyst in chemical reaction. 

From the model we do series of experiments that we propose to be a kind of theoretical exploration enriching the study of marketing and advertising in general. Injecting advertisement to the social system is an effective way to convey persuasive information about a product, and it is very easy for a company with enough resources to conquer the market while the competitor(s) 18 do not use advertising at all. We can use this model to study the behavior of the competitive duopoly market over media advertising. The model we propose shows rich dynamics behavior in duopoly market. At small lattices, the consensus time is readily observed and increase as the lattice size increase in non-linear manner. The majority rule dominates in reaching steady state (total consensus) far stronger than the minority rule in term of consensus time. In duopoly competition through media advertising, it is important to note that the more advertised product the more likely it win any competition in the market. There are still interesting behaviors can be revealed from the system that applies this model. From our simulation, we can intuitively say that as the resource used for advertising is bigger, the longer a firm must wait to see the effect of the advertising. 

The effect of advertising is seemingly uncertain and this has become a part of the complexity in which this problem laid upon: in its design, implementation, and evaluation. From other experiments, we show that individuality in decision to adopt any marketed product (whether it is caused by the sophistication of the product’s innovation or the inherent micro-social properties) should be put into account when we design the marketing and advertising strategy. Eventually, we also show a snapshot of some possible further works to be advanced ahead based on results presented in this paper. In some other perspectives, this model is, in fact, can be used to observe and understand other phenomena we find in daily social and cultural system, e.g.: political system, and furthermore build an evolutionary model enriched by a lot of properties and characteristics recently discovered in social complexity. Those left as further and challenging works in the future.

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