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Advertising elasticity of demandAdvertising elasticity of demand is a measure of how much advertising expenditure affects the demand for a good or service. Advertising elasticity of demand (AED) is a useful measure of advertising effectiveness. It measures the percentage change in demand for the product or service compared to the percentage change in the level of advertising expenditure. Formula:The value that is derived as a result for the advertising elasticity will vary from zero to infinity. As before, the now familiar descriptions are used:
If the value for AED that is calculated is below one, then the product is said to be inelastic in response to advertising expenditure. This means that an increase in advertising expenditure of, say 20%, has led to a growth in demand for the product of less than 20%. The lower the value of the AED, the less effective advertising expenditure has been at boosting demand. A value of greater than 1 indicates that the demand for the product is highly responsive to changes in advertising expenditure. This means that an increase in advertising expenditure will generate a greater increase in demand for the product. Limitations of the AED valueHowever, while the AED value may be very useful, a simple numerical interpretation of the value may not be entirely appropriate for a number of reasons. These might include:
As in all things economics, the assumption of ceteris paribus applies - that is, all else remains equal. In other words the assumption is that demand can only be affected by one variable at a time. In reality, of course, demand may be affected by price, income and adverting all at the same time, and consequently it may prove difficult to isolate the exact variables affecting demand and the strength of each variable. From WikiEducator
To understand this, the concept of advertising elasticitywhich is also known as promotional elasticity of demand is useful. This concept was popularized by a noted Economist – John Hicks.
Definition: Proportionate change in demand brought about by a unit change in advertising expenditure. AED can be expressed as AED = ( Δ Dx)/( Δ AE) x AE/Dx Where Dx = Original (initial) Demand for commodity x ΔDx = Change in demand for x AE = Original Advertising Expenditure Δ AE = change in Advertising Expenditure It can also be expressed as AED = (% change in Dx)/(% change in AE) Relatively Elastic Demand If AED > 1, it is relatively elastic demand. It means that demand is more sensitive to the advertising expenditure and proportionately giving more than proportionate increase in demand. Promotional expenditure is exerting more than proportionate effect on demand e.g. When this soft drink company ‘ Cool ‘ has raised its promotional expenditure by 25%, demand may rise by 50% AED = % change in Dx% change in AE = 50 %25 % = 2 AED = 2 (> 1, Relatively Elastic Demand) Relatively Inelastic Demand If AED < 1, it is relatively inelastic demand. It means that change in advertising expenditure brings about less than proportionate change in demand. E.g. when this soft drink company ‘Cool’ spends 25% additional expenditure on promoting its new product, demand rises only by 5% AED = % change in Dx% change in AE = 5 %25 % = 0.2 AED = 2 (< 1, Relatively Inelastic Demand) Perfectly Inelastic Demand If AED = 0 it is Perfectly Inelastic demand. It means that increase in advertising expenditure has no effect at all on demand e.g. When the company ‘ Cool ‘ spends 25% additional expenditure on advertising, its new product demand remains rigid or constant. In such a case, advertising strategy is ineffective. AED = % change in Dx% change in AE = 0 %25 % = 0 AED = 0 (Perfectly Inelastic Demand) Factors Influencing AED1.Type of product i.e. whether the product is already existing or new product 2.Brand name. 3.Number of competitors and substitutes in the market. 4.Strategies of competitors 5.Frequency of advertisements. 6.Mode of advertisements. 7.Time of advertisements. 8.Other factors influencing demand like tastes, professions, income etc. Applications / Uses of AED1.Helps in evaluating success of adverting campaign. 2.Helps the firms in deciding advertising expenditure or budget. 3.Helps in choosing more effective media for promotion. 4.Helps in withdrawing ineffective promotional campaigns. 5.Helps in strategic management to respond to competitor’s promotional policies. 6.Helps in building brands. Limitations of AED1.Value of AED does not help in analyzing effect of advertising a single product. 2.Difficult to analyze the effectiveness of promotional strategies at a particular period of time, especially when the campaigns are over a long period of time 3.The Purpose of campaigns may be to create brands, rather than only influencing size of demand. 4AED does not take into account effect of other factors influencing demand.
Numerical Values of Advertising Elasticity of Demand will vary from zero to infinity.It would mean that if AED is zero,advertisng expenditure has no effect on demand at all. Unit Elastic Demand If AED = 1, it is unit elastic demand. It would mean that advertising expenditure is giving just exactly proportionate returns in terms of demand e.g. This means that if a soft drink company has increased its advertising expenditure by 25%, the demand will also rise exactly by 25%. AED = (% change in Dx)/(% change in AE) = (25 %)/(25 %) = 1 AED = 1 (Unit Elastic Demand) }}
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