インターネットコミュニティにおけるテレビCMイメージの伝播効果測定
2007 年 2007 巻 DMSM-A701 号 p. 10-
詳細
2007 年 2007 巻 DMSM-A701 号 p. 10-
This paper proposes a method to measure the effects of TV advertisements on the Internet bulletin boards. Two kinds of time series data are generated based on the proposed method. First one represents the time series fluctuation of the interests on the TV advertisements. Another one represents the time series fluctuation of the images on the products. By applying autocorrelation function to the former time series data, we try to specify the duration in which the impact of TV advertisement last. The time series ingredients of the duration represent the effects of the TV advertisements. The experiment shows several results indicating the effectiveness of the method.
