AdvertisingandCommunicationsDecisions••0•••1.41.210.80.60.40.20003579121518212427304765432100024681012141618204Little19795••S0•••()QrXVQQtVα∆−=−∆Q==tX=V=r=Q=0=X=0/Qt∆∆α55010000.21020100000050000051000000.25000001000000dQdt−=××−×=15152/310Lodish••67•61•0.051005•I20C33•I16C=53•I21C24•I74C63I=C=ADBUDG•0•••50%ADBUDG()ccadVsharebabdadV=+−+abcd102+50%+50%²²()-=-t=()ctctadvabdadv×−−+t-1++50%ab121.0ttttadv=××1t=()()()ctctwtdadvabdwtdadv×−−+t-1++tt=×t23tt=tadv××tADVISOR•••3120123varvar,kbbbbttkspendingbsalesusers−=×××××=Spending=()users==01,,kbbbvari-===P=C=ηµcηPcCηµη==×MRMC=MRMCMRqpsMC=×∂=∂=sq11sqp=∂×∂pq×∂pqpqsqp×∂×∂=∂×∂pqqp×∂×∂pqqpη×∂=×∂pqs×∂∂µpqsµ×∂=∂pqpqqpsηµ×∂×∂===×∂∂SPηµpqs×∂∂qSP12pq×∂s∂ηµηµ=MRMC=11pC=∂∂qPqC×∂=×∂cη=pqCpqpcCCqCCqqppqηη∂∂×==×=×∂∂∂×=∂XC(,)fqx=qqxpCx∂∂∂=∂∂∂1X2Xqx∂∂qp∂∂Cx∂∂cηCx∂∂122134qx∂∂Cx∂∂Cx∂∂qx∂∂qp∂∂qx∂∂Cx∂∂qx∂∂qp∂∂--