经典理论与模型：
| 方向 | 内容 | 说明 |
|---|---|---|
| AIDA 模型 | Attention → Interest → Desire → Action | 最早的广告行为路径理论，构成文案与素材的核心逻辑。 |
| 营销漏斗（Funnel）模型 | Awareness → Consideration → Conversion → Retention | 用来分析广告的阶段目标与优化方向。 |
| ROAS / ROI 模型 | Return on Ad Spend / Return on Investment | 衡量投放回报的核心指标。 |
| CAC / LTV 模型 | Customer Acquisition Cost / Lifetime Value | 判断一个客户能否覆盖获客成本。 |
| 多触点归因模型 | Last-click / Linear / Time Decay / Data-driven | 广告渠道效果评估的关键工具。 |
推荐书籍：
- 《Marketing Engineering》 – Gary Lilien。全面讲解广告决策、预算分配与数据建模。
- 《Advertising Media Planning》 – Jack Z. Sissors。广告投放的圣经级教材，讲透媒体组合。
- 《Introduction to Statistical Learning》。学广告数据分析最友好的机器学习教材。
- 《Facebook广告投放实战手册》 – 刘飞
- 《Hooked: How to Build Habit-Forming Products》 – Nir Eyal
- 《Traction: How Any Startup Can Achieve Explosive Customer Growth》
Google Ads
Coursera: Google Ads for Beginners, Certificate. Using Google Ads, the parameters could be set:
| Audience segments | To whom show the ads. |
| Budget | how many money will be spent per day. |
| Bidding | based on - conversions (Maximize number of conversions) conversion value (Weighted by value) |
| Target CPA | cost per action (e.g. cost per click on our website) |
| Ad rotation | all the ads will be tested, and the ad with more actions will be shown more often. |
| Ad groups | contains one or more ads and a set of related keywords. (to better target the ads) |
Media planning
Media planning is a process that marketers use to determine the best method of communicating a message to an audience. Media planning involves analyzing audiences, channels, platforms, messaging, and advertisements to discover the most effective marketing methods to promote a particular brand or product. With thorough media planning, you can reach potential customers on the right channel with the right message at the right time.