Research On The Investment Decision Of Internet Advertising And The Effect Of Multi-channel Advertising

In the information market,the decision of advertising investment is becoming more and more important for the enterprise.In particular,the growing up of online advertising wins more opportunities to the enterprises while brings more difficulties in advertising investment decision.From the perspective of online advertising investment decision,this paper studies the investment decisions of online advertising under different market environment and evaluates the effectiveness of multi-channel online advertising.First,combined with the new accounting method of online advertising,this paper builds advertising game model in the Internet environment.The equilibrium solution of this model is calculated to analyze the optimal advertising investment strategy under different conditions(competition or cooperation).It is found that the best advertising investment under the two conditions are both affected by the influence factor of goodwill and the marginal profit of the products.And the result shows that the optimal advertising investment under the cooperative condition is less than it under the competition condition,but the optimal profit under the cooperative condition is bigger than the competition condition.Secondly,based on the e-commerce enterprises' log data,this paper adopts web data mining method and uses multiple modeling methods such as multiple regression and logistic regression to evaluate the effectiveness of multi-channel online advertising.The effects of online advertising include two aspects:immediate effect and spillover effect.This paper first evaluates the immediate effect of different types of online advertising with the amount of purchase as the decision variable,and finds that the immediate effect of SMS advertising is the biggest while mail advertising is the smallest.Secondly,this paper choose whether to buy as decision variable,and through user behavior modeling finds that there has large heterogeneity between search advertising,mail advertising and SMS advertising in the purchase behavior transformation.On the spillover effect,this paper expends previous advertising click model,taking the internal advertising click behavior as decision variable to analyze the spillover effect of external advertisement on the internal display advertisement.The findings indicate that both search advertisements and mail advertisements have a negative impact on the internal advertising click behavior,and the spillover effect of search advertising is stronger than mail advertising within a session but weaker across sessions.