The Budget Allocation Of Targeted And Social Online Advertising Based On Attribution Theory

According to the “Annual Monitoring Report of China’s Online Advertising Market” released by iresearch,the online advertising market reached 484.40 billion yuan in 2018,with a year-on-year growth of 29.2 percent.The market size of News Feed Ads was 109.04 billion yuan,with a high development rate.Under the background of big data and social media,the News Feed Ads of social media can obtain consumers’ personal information based on the social properties of the media and massive user behaviors.However,the full use of user information will lead to consumers’ privacy concerns,which will lead to negative responses to News Feed Ads,resulting in poor advertising effect and waste of marketing budget.So how does the targeted and sociability of online advertising affect consumers’ purchasing intention? How does the targeted and sociability of online advertising affect the allocation of a company’s media advertising marketing budget? How does a company allocate its marketing budget to maximize its profits?According to the information boundary theory,social exchange theory and attribution theory,by establishing the targeted and sociability of online advertising influence on advertising effect model,the targeted and sociability of online advertising influence on the consumer purchasing intention model,the targeted and sociability of online advertising influence on the consumer purchasing intention of the amount of contribution model,then draws including the targeted and sociability of online advertising of multimedia advertising attribution model,and constructed with Fixed Budget Profit Maximization allocation model including the targeted and sociability of online advertising,it is concluded that when the total marketing budget fixed,tuning the targeted or sociability of online advertising can improve consumers’ purchasing intention to varying degrees.When the total marketing budget of media advertising is fixed,the proportion of online advertising budget of targeted and social online advertising can be changed,if the appropriate targeted and social online advertising are selected for delivery,when the budget of targeted online advertising accounts for about 35%-45%,a higher consumer purchasing intention will be predicted.It can also change the total marketing budget to find the plan with the least marketing budget under the optimal purchasing intention of consumers.Finally,a supplementary proposal can be made by combining the Fixed Budget Profit Maximization allocation model,which is to help enterprises make the best marketing decisions based on the optimal predicted consumer purchasing intention and profit maximization.