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Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Hybrid Rough/Fuzzy Modeling of Advertising Effects on Consumer Preferences

Hybrid Rough/Fuzzy Modeling of Advertising Effects on Consumer Preferences
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Author(s): Ashwani Kumar (Indian Institute of Management, Lucknow, India)
Copyright: 2006
Pages: 4
Source title: Emerging Trends and Challenges in Information Technology Management
Source Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-59904-019-6.ch039
ISBN13: 9781616921286
EISBN13: 9781466665361


Advances in computational methods have led, in the marketing domain, to huge databases of consumer and marketing information. In the past decade, various machine intelligence techniques have been applied in mining this data for obtaining knowledge and in-depth information about the consumers and the markets. This paper presents a hybrid rough/fuzzy model to discover knowledge on advertising effectiveness from time series databases on consumer preferences and advertising expenditures. The data set used for application example contains weekly investments in different media categories: TV, radio, cinema, morning press, evening press, popular press, special interest press, and outdoor posters; for seven makes of cars on Swedish market, and consumer awareness and preference indices.

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