Using goal based reasoning and the means-end chain in keyword-based advertising | |
| Author | Nguyen Tran Diem Hanh |
| Call Number | AIT Thesis no.IM-08-09 |
| Subject(s) | Consumer behavior Advertising characters |
| Note | A thesis submitted in partial fulfillment of the requirements for the degree of Master of Science inInformation Management, School of Engineering and Technology |
| Publisher | Asian Institute of Technology |
| Series Statement | Thesis ; no. IM-08-09 |
| Abstract | This thesis is about utilizing means-end chain approach in representing knowledge and applying rules on that chain to reason which products should be advertised in a given area. We build means-end chain for representing consumer's behavior toward products by having relationships among geography, activities, economics, and habits of people in a target area. We also build ontology for various products and knowledge base of benefits that these products offer to the consumers. In the application part, we apply goal based reasoning in matching between product's characteristics and consumer's preferences in a target area in order to suggest which list of products should be advertised there. Providing a framework for generating series of keywords, for filtering sponsored links in terms of searcher's preferences, and supporting searchers to find products which satisfy consumer's benefits are key challenges identified in this thesis. Finally, the thesis also does the experiment to compare recall and precision rates of generating keywords among the system proposed by this thesis and already available keyword tools. |
| Year | 2008 |
| Corresponding Series Added Entry | Asian Institute of Technology. Thesis ; no. IM-08-09 |
| Type | Thesis |
| School | School of Engineering and Technology (SET) |
| Department | Department of Information and Communications Technologies (DICT) |
| Academic Program/FoS | Information Management (IM) |
| Chairperson(s) | Phan Minh Dung; |
| Examination Committee(s) | Honda, Kiyoshi;Bohez, Ir. Erik L.J.; |
| Degree | Thesis (M.Sc.) - Asian Institute of Technology, 2008 |