Rational Choice: Advertisers And The Advertising Audience Game Analysis

Advertisement as a whole concept is inseparable with economy. In the new economical era which more and more people take part in the society activity, it becomes particularly important to recognize the advertisement from the angle of the economics. On the basis of the attention economics,the Game theory and the information economics ,this paper attempts to analyze the Game between the advertisers and the audience. Through the analysis of the passive advertising audience Game model and the active advertising audience Game model.This paper emphasize active audience's impact on the advertisement information spread in the new economical era. The passage first states the relationship between the information economics,the Game theory and the advertisement. The information economics and the Game theory say that the advertisement is to solve the problem of the "imbalance information". sellers know their products much better than the buyers, sellers need to introduce the merits of their products to the buyers. If you don't buy some products, it is too difficult to recognize the advantages from their appearance and formulations. Therefore, plenty of huge company such as "Kodak" and "McDonald's" are willing to spend a lot of money on advertising to make people believe that their products are the best, and strive to spread the best information to the consumers. But in reality, a large number of advertisement information filled in various media, and some of them can not achieve the desired results, they have audio-visual noise and trigger the audience's psychological repercussions. From this point of view, it is important to find the balance point between the advertisers and the audience through the perspective of the information economics and the Game theory.On this basis, this paper will establish the advertising market model according to the principle of economics, the "advertising information" is defined as a special product in micro-economics sense, advertisers (including proprietors and advertising agency) and the audience constitute a market focus on the "advertisement information" that relates supply and demand.Advertisers are the supply side of the advertisement information, it put in resources (such as creative work, media buying, etc.) to produce advertisement information. In the advertisement market they make the audience known the advertisement information. Comparatively, the audience is the demand side of advertisement information, they pay attention to the advertisement information in the advertisement market to meet the needs of information.Secondly, from the perspective of Marxist politics and economics,the communications, the paper analyzes the characteristics of the audience,the passive and active audience and the causes of their advertisement concept. As is well known, production and consumption is connected with each other. Advertisers produce consumption, because they provide consumer audience the advertisement materials,the consumer targets-advertisement information .At the same time they produce consumption and create consumer demand-media channels. The spread of the advertisement information is also a kind of advertisement production, a kind of spiritual production. Since production is the spirit of "the universal law of the production of disposable" Therefore, we can use Marxism dialectical relationship between production and consumption to understand the relationship between production and audience acceptance (consumption). On the basis of the passive and active audience, this passage will make two Game models.Understanding the two models, it needs some foundation of Game theory and information economics, but once understood, it is easy to see that it owns powerful explanation and guiding significance to the reality. First, the model is given the perspective of the campaign as a dynamic process for advertisers to imagine the reality "in advertisement information market," advertisers 'advertisement activities is the process that audience in such a market play game to make the effectiveness of their own dynamic greatly from the process. Second, advertisement is not the single side wishful tradingof the advertisers, the effectiveness of advertisement-advertisementeffects not only depend both on the advertiser's ability to distribute resources and the forms, but also depend on audience accepting before and after continuous process taken in the resources (attention and cognitive) configurations, and accurate understanding of the success of this configuration is the key to advertising strategy. Third, we must recognize that the audience not only have the choice to refuse advertisement influence t, but also have the choice to reduce or eliminate the imbalance in its orientation because of a cognitive disorder and active pursuit of information, once advertisers in a particular configuration of the channel by just advertising information to the audience and taking the initiative to reduce the imbalance in the pursuit of the path of information, advertisement will be a cost-efficient optimal results. Fourth, the balance concept of the Game theory is the optimal portfolio strategy, then successful advertisement strategy is summed up a "dynamic balanced" from the audience playing the Game several times ,a long-term "dynamic balanced, "that is what we called commonly known brands. Fifth, the knowledge structure of the audience in the whole process of the Game is always affected by the advertisers, advertisers obtaining the effectiveness that released of the initial advertisement information largely depends on the advertisement information 's "Before understanding" In another word, advertisement operation, in a sense, that is, knowledge of the advertisement audience operation.Finally, let's take some examples from the two models applied in practice: First, advertisers and audience' Game should remove information chaos; Second, advertisers and audience 'Game has reduced the choice cost of consumer; Three, advertisers and audience' Game has accumulated brand effect; Four, under the Tivo and digital TV, the free choice of the audience and the technology of audience reinforced; Five. The function of network advertisement on the imbalance information digests. In a word, the tension of the Game theory will provide many analysis of advertisement activities in every aspect,and help to enrich the rational thinking in the following twofields-the theory and practice of advertisement. In this paper, it willintroduce the Advertisement and Communication into the Game theory research, and hopes to solve the problem about the practice of the advertisement spread through the Game theory of the advertisers and the audience.