A-5 Proposal of Web Advertisement Development and Evaluation Framework based on Business Targets

Abstract

This study proposes a framework for linking web advertisement development and evaluation with company-wide targets and for improving contribution to business. We devised a framework for adding the corporate brand promotion function and the function for evaluating the contribution to medium- to long-term profits. In this devising, utilizing of third party ad serving (3PAS) that had advantage of measurement of business transaction effect on the web was assumed, and the knowledge of design management, program strategy management, and project target management was used. Its effectiveness was evaluated by hearing survey. In the future, we will verify and improve the effectiveness by trial experiments, etc., improve the practicality of our proposal, and evolve it to practical knowledge of project & program management (P2M).