Through incorporating the effect of the brand advertising and the local promoted advertising jointed investment on demand into the perishable product ' s supply chain , the game models linking the brand advertising and the local promoted advertising jointed investment and order policy are established under uncertainty environment , the paper points out the moral hazard in their advertising investment and proposing the method of eliminating incoordination in perishable product ' s supply chain 摘要通过将品牌广告和地方促销广告联合投入对需求的影响引入易逝品供应链，建立了需求不确定环境下品牌广告、地方促销广告联合投入和订货量博弈的模型，指出易逝品供应链中广告投入存在道德风险问题，并给出了消除易逝品供应链中不协调的方法思路。
Rating measurement , one way of tv audience measurements , could reflect the requirement of the tv audience and always regarded as a standard on estimating the tv programs and decision the price of tv advertisement . so as a very important issue , the tv manager and tv producer pay more attention to rating measurement in recent years 收视率调查作为电视媒体特有的受众调查方式，可以比较直接的反映受众的节目需求和满意度，而作为衡量节目凝聚力以及电视台时段价值的重要依据，收视率也是撬动广告投入的重要杠杆。
The supply chain composed of maker and distributor is a commercial mode of importance , however , when confronting such kind of chain , a maker will promote the sales by investing both money and time on advertisements while a distributor would prefer to achieve the same aim through promotion campaign 而由制造商和分销商组成的供应链是一种重要的商业模式。考虑一个由制造商与分销商组成的供应链,制造商通过广告投入拉动产品销售,分销商通过促销活动推动产品销售。
In the " soap war " between proctor and gamble and unilever , tremendous use is made of statistics to measure the dynamic difference in market resulting from the proportional allocation to advertising , which constitutes such a large part of their production costs before selling , so that they regard their production costs as production plus advertising costs 在宝洁和联合利华两家企业之间的"肥皂大战"中,双方为了测量由相应的广告投入所引起的市场上的动态差异，大量使用了统计学知识,这一项在售前的生产成本中占较大部分,所以使他们把生产成本看作是生产费用与广告费用之和。
From the analysis , we can find many " hard wounds " in local brands : lack of position of brand core value , marketing strategy is often changed without adhering brand core value , advertisement changes at will delivering different key messages to public , etc . despite huge investment in advertisement , enterprises " brand equity , whole value and prestige have n ' t increased with years 尽管大量的营销广告投入多少也能促进产品销售，但几年下来却发现品牌资产、整体价值与品牌威望并没有得到提升。与之相对应，国际知名品牌在品牌资产建设方面更胜一筹，且是在踏踏实实坚持品牌核心价值的基础上，不断构建其品牌资产。
