Measuring advertisement effectiveness—a neural network approach

摘要

This study aims to incorporate Artificial Neural Network (ANN) for measuring the effectiveness of the TV broadcast advertisements (toothpaste) by discovering important factors that influence the advertisement effectiveness. The information about the effects of each of these factors has been studied and it is used for measuring the advertisement effectiveness. Fifty attributes are examined to derive values from thirteen factors. These thirteen factors are used as input to ANN model. The data collected from 837 respondents are used for training and testing the ANN. The backpropagation algorithm is used for adjusting the weights in the ANN. Experimental results show that the ANN model achieves 99% accuracy for measuring the advertisement effectiveness.