文章基本信息

标题：Analysing the Image Building Effects of TV Advertisements Using Internet Community Data
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作者：Hiroshi Uehara ; Tadahiko Sato ; Kenichi Yoshida 等
期刊名称：人工知能学会論文誌
印刷版ISSN：1346-0714
电子版ISSN：1346-8030
出版年度：2008
卷号：23
期号：3
页码：205-216
DOI：10.1527/tjsai.23.205
出版社：The Japanese Society for Artificial Intelligence
摘要：This paper proposes a method to measure the effects of TV advertisements on the Internet bulletin boards. It aims to clarify how the viewes' interests on TV advertisements are reflected on their images on the promoted products. Two kinds of time series data are generated based on the proposed method. First one represents the time series fluctuation of the interests on the TV advertisements. Another one represents the time series fluctuation of the images on the products. By analysing the correlations between these two time series data, we try to clarify the implicit relationship between the viewer's interests on the TV advertisement and their images on the promoted products. By applying the proposed method to an Internet bulletin board that deals with certain cosmetic brand, we show that the images on the products vary depending on the difference of the interests on each TV advertisement.
关键词：web mining ; on-line community ; web marketing ; data analysis