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URN etd-0207113-105317 Statistics This thesis had been viewed 1449 times. Download 388 times. Author Jung-Yuan Chuang Author's Email Address No Public. Department Information Management Year 2012 Semester 1 Degree Master Type of Document Master's Thesis Language zh-TW.Big5 Chinese Page Count 68 Title ADVERTISING CATEGORY CHOICE SYSTEM FOR CONSUMER PREFERENCE Keyword ratings smart TV smartphone advertising category advertising category smartphone smart TV ratings Abstract Advertising media come in a variety of forms, among which the television commercial is more persuasive than others and perhaps the most effective way of marketing. Traditionally, television commercials are inserted into television programs, and the audience who may or may not be interested passively receive the television commercial messages. According to research, 49% of the audience change channels during the commercial breaks; hence, the commercial rating of a television program is lower than the program ratings.
With the launch of smart TV in recent years, diversified services are and will be developed and consequently change the advertisement marketing strategies. This study will propose a new mode of television commercial broadcasting and develop a television commercial broadcasting system on the smart TV and smartphone platforms, in which the audience is able to select the advertising product categories of their interests.
The smart TV commercial broadcasting system developed in this study is capable of the following: First, the mode in which the audience is able to select the advertising product categories of their interests could decrease their resistance to watch, and hence, increase the effectiveness of the commercial messages. Second, through the interaction between smartphones and the broadcasting system, the viewing durations, ratings and degrees of preference of a specific commercial can be effectively collected by the system. Besides, the system is able to collect the audience viewing durations and ratings of a television program and the commercials inserted respectively. There will be no need to estimate audience ratings as the television stations do today. Since the viewing durations and the number of times of viewing of a television commercial can be accurately collected, the television stations and the advertisers are able to negotiate the pricing of advertising based on the collected data; hence, saving the unnecessary negotiation time due to different commercial rating results.
The related information of the television commercials broadcast on the Smart TV can be transferred to the app on a smartphone. The audience with a smartphone is able to check the information that they are interested in and when they do, the behavior will be collected for enterprises and advertisers to do further analysis. Using the QR code to bind a smartphone and a smart TV drastically decreases a user’s data entry time and accordingly increases the user’s willingness to register his or her device.
Advisor Committee Shing-Han Li - advisor
Kai-An Cheng - co-chair
Shih-Chih Chen - co-chair
Files Date of Defense 2013-01-25 Date of Submission 2013-02-07