インターネット・コミュニティ・データを使ったテレビＣＭの商品イメージ形成効果測定

• 上原 宏

  筑波大学 大学院 ビジネス科学研究科

• 佐藤 忠彦

  筑波大学 大学院 ビジネス科学研究科

• 吉田 健一

  筑波大学 大学院 ビジネス科学研究科

書誌事項

タイトル別名

• Analysing the Image Building Effects of TV Advertisements Using Internet Community Data

抄録

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.

収録刊行物

• 人工知能学会論文誌

  人工知能学会論文誌 23 (3), 205-216, 2008

  一般社団法人 人工知能学会

キーワード

• web mining
• on-line community
• web marketing
• data analysis

詳細情報

• CRID: 1390001205108874240
• NII論文ID: 130000098071
• NII書誌ID: AA11579226
• DOI: 10.1527/tjsai.23.205
• ISSN: 13468030
• ISSN: 13460714
• HANDLE: 2241/00125511
• Web Site: https://tsukuba.repo.nii.ac.jp/records/34534
• Web Site: http://www.jstage.jst.go.jp/article/tjsai/23/3/23_3_205/_pdf
• 本文言語コード: ja
• データソース種別:
  • JaLC
  • IRDB
  • Crossref
  • CiNii Articles
  • KAKEN
• 抄録ライセンスフラグ: 使用不可