| Summary: | 碩士 === 國立交通大學 === 生醫工程研究所 === 105 === Advertising is one kind of professional field from the evolution of media and technology. With the rise of Internet technology, advertising development also tend to two-way communication to the current development trend. At this point, expert of marketing “Kotler” proposed target marketing theory in 1994 years. This theory divides consumers into groups according to different characteristics, and then provides advertising for the group of consumers based on their characteristics. This theory has led to a new direction for two-way communication. Also in response to the rise of Web 2.0 technology, consumers can respond to specific advertisement (advertisers) by clicking.
The purpose of this study is to use the popularity of Facebook and combined with the properties of community network advertising. Designed to target marketing as a framework, the machine learning is used to construct the two-way possibility between advertising and consumers based on the marketing mix data provided by the Facebook. This study can be seen as an optimization of the selection of groups. Therefore, in addition to the use of decision trees and regression rules, this study imports an XCS that can builds a knowledge base.
Under the approval of Research Ethics Committee for Human Subject Protection (REC) in National Chiao Tung University, this experiment was conducted in the Facebook for advertising and collecting data. First, this study made an advertisement of “贈送網頁設計教學課程”,and selected 943 groups of advertising mix (marketing mix) for further advertising. Second, export the data reports provided by the FB, the data encoding and modeling, and the results of the comparison. XCS can cover unnecessary features, on the whole, Facebook platform with XCS there are some information to help advertising, may be able to provide new ideas for advertising research.
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