ABSTRACT

We examine how campaigns use advertising in the current digital era – and how spending decisions depend on the stage of the campaign and the particular goal being pursued. Our investigation relies on a database consisting of thousands of ads placed on Facebook by 24 different U.S. Senate campaigns in 2018. In the end, we find that campaigns pursue a large number of goals in their Facebook advertising and that the sequence of the campaign has a major influence on the goals pursued.

中文翻译：

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目标和时机的影响：活动如何在 Facebook 上部署广告

摘要

我们研究了当前数字时代的活动如何使用广告——以及支出决策如何取决于活动的阶段和所追求的特定目标。我们的调查依赖于一个数据库，该数据库由 24 个不同的美国参议院竞选活动在 2018 年投放在 Facebook 上的数千个广告组成。最后，我们发现竞选活动在其 Facebook 广告中追求大量目标，并且活动的顺序具有对追求的目标产生重大影响。