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首页> 外文期刊>Expert Systems with Application >Audience targeting by B-to-B advertisement classification: A neural network approach
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Audience targeting by B-to-B advertisement classification: A neural network approach

机译：通过B2B广告分类定向受众：一种神经网络方法

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摘要

As marketing communications proliferate, the ability to target the right audience for a message is of ever-increasing importance. Audience targeting practices for mass media, both in research and in industry, have tended to emphasize demographics, behavior, and other characteristics of customer groups as the bases for matching communications to audiences. These approaches overlook the opportunity to leverage the nature of advertising content, by automatically matching advertisement content to appropriate media channels and target audience. We model the semantic and sentiment content of advertisements with 103 variables. Based on these variables, a neural network classifier is used to assign advertisements to groups that represent different media channels. In its ability to classify unseen advertisements, the model outperforms the classification result generated by a random model, by 100-300% This method also enables us to identify and describe divergent advertisement characteristics, by industry.
机译：随着营销传播的激增，针对消息的正确受众的能力变得越来越重要。在研究和行业中，大众媒体的针对受众的做法都倾向于强调人口统计，行为和客户群体的其他特征，以此作为与受众进行交流匹配的基础。这些方法通过自动将广告内容匹配到适当的媒体渠道和目标受众而忽略了利用广告内容性质的机会。我们使用103个变量对广告的语义和情感内容进行建模。基于这些变量，使用神经网络分类器将广告分配给代表不同媒体渠道的组。在对看不见的广告进行分类的能力上，该模型比随机模型生成的分类结果要好100-300％。该方法还使我们能够根据行业来识别和描述不同的广告特征。

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  • 来源
    《Expert Systems with Application》 |2013年第8期|2777-2791|共15页
  • 作者

    Alan S. Abrahams; Eloise Coupey; Eva X. Zhong; Reza Barkhi; Pete S. Manasantivongs;

  • 作者单位

    Business Information Technology Dept., 1007 Pamplin Hall, Virginia Tech. Blacksburg, VA 24061, USA;

    Department of Marketing, Pamplin College of Business, Virginia Tech, 2016 Pamplin Hall. Blacksburg, VA 24061, USA;

    Business Information Technology Dept., 1007 Pamplin Hall, Virginia Tech. Blacksburg, VA 24061, USA;

    Department of Accounting and Information Systems, Pamplin College of Business, Virginia Tech, 3007 Pamplin Hall, Blacksburg, VA 24061, USA;

    Melbourne Business School, 200 Leicester Street. Carlton VIC 3053, Australia;

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  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

    media planning; advertising; targeting; neural networks;

    机译：媒体策划;广告;定位;神经网络;

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