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首页> 外文会议>AMA Summer Educators Conference >THE ROLE OF FACEBOOK FOR ADVERTISING: ADVERTISING EFFECTIVENESS OF SOCIAL NETWORKS COMPARED TO TRADITIONAL ONLINE ADVERTISING, INCLUDING SYNERGIES AND TIME LAGS
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THE ROLE OF FACEBOOK FOR ADVERTISING: ADVERTISING EFFECTIVENESS OF SOCIAL NETWORKS COMPARED TO TRADITIONAL ONLINE ADVERTISING, INCLUDING SYNERGIES AND TIME LAGS

机译：Facebook为广告的作用：与传统在线广告相比，社交网络的广告效果，包括协同作用和时间滞后

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摘要

Advertising effectiveness is of ongoing interest to both researchers and practitioners (Rust et al. 2004). Many studies have analyzed different aspects of advertisements (ads) and have proven their effectiveness by showing which ad works, when, for which customer, and under what circumstances (e.g., Tellis et al. 2005). However, advertising is subject to increasing cost pressures, reinforced by recent economic turbulences that have led to calls for improved accountability. In reaction to such calls, advanced models have been developed that demonstrate that an ad effect can be carried-over to the next day and beyond (time lags; cf., Naik and Raman 2003, who calculate a carry-over of 93% for TV and 37% for print ads). Advanced models have also shown that simultaneous use of different ads can increase their effectiveness (synergies; cf., Naik and Peters 2009, who find synergies for TV, print and search ads).
机译：对研究人员和从业者来说，广告有效性是持续的兴趣（Rust et al.2004）。许多研究已经分析了广告（广告）的不同方面，并通过显示哪些广告工作，当客户以及在哪些情况下（例如，Tellis等，2005），证明了它们的有效性。然而，广告受到越来越成本的成本压力，最近的经济湍流导致呼吁提高问责制。在对此类呼叫的反应中，已经开发了先进的模型，证明了广告效应可以被携带到第二天和超越（时间滞后; CF.，Naik和2003年，他们计算剩余93％电视和37％的印刷广告）。先进的模型还表明，同时使用不同的广告可以提高其有效性（协同作用; CF.，Naik和Peters 2009，他们发现电视，打印和搜索广告的协同作用）。

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