电视广告点位推荐及编排DSS设计与实现

发布时间：2018-07-09 18:01

本文选题：电视广告行业 + 广告点位　；参考：《复旦大学》2009年硕士论文

【摘要】： 随着电视广告投放量在中国的不断增长,对于单一客户广告订单的电视广告点位的编排的复杂度越来越大。由于电视广告对时间点的要求特别高(精确到每秒),广告费用昂贵,需要采集的各个市场地区的每个电视台的各时段点位的信息量也特别庞大,这对于广告编排的全面性和合理性是一个很大的挑战。而且截止至目前为止,国外的成熟系统无法直接在中国使用;国内又缺乏满足中国电视广告业国情的系统。绝大多数的广告从业人员目前还只能凭经验为客户推荐点位,效率很低,且时常出现推荐的点位的播出时间已经超过当前日期的情况。因此,迫切的需要一套能根据客户预算金额和目标市场需求自动进行点位推荐及编排的系统。这一系统涉及到电视广告排期的点位编排、决策支持等方面。本论文以电视广告行业为背景,基于电视广告点位推荐作业的流程和运作模式,研究其中的一般规律和原则,设计出一套符合中国广告业国情,使用人性化,通用性更广泛,维护简便,点位推荐更合理及多样化的电视点位编排及推荐的决策支持系统。电视广告点位推荐及编排系统主要由模型库、知识库、方法库、数据库组成,他不仅具有定性的知识推理能力,而且具有定量的计算能力,并能将两种功能有机的结合起来,以数据仓库为依托,通过对电视广告信息历史数据的挖掘,为使用者提供全方位的决策支持。在本论文之前,国内还没有这方面的相关研究。本文的研究将填补国内在电视广告点位编排推荐系统上的空白。吸取了目前人工编排电视点位的经验,同时又弥补了其考虑范围不全面,点位编排结果单一的缺点。希望能够通过从决策支持系统这一视角切入的研究,对整个电视广告行业的点位编排提供新的思路和框架,为广告代理商及客户提出建设性的意见及建议。
[Abstract]:With the increasing number of TV advertisements in China, the complexity of the arrangement of TV advertising points for a single client advertisement order is becoming more and more complex. Because television ads require very high time points (accurate to a second), advertising costs are expensive, and the amount of information at each time point in each television station in each market area that needs to be collected is particularly large. This is a great challenge to the comprehensiveness and rationality of advertisement arrangement. Up to now, foreign mature systems can not be directly used in China, and the domestic system to meet the national conditions of China's television advertising industry. At present, the majority of advertising professionals can only recommend points for customers based on experience, which is very inefficient, and it often occurs that the broadcast time of the recommended points has exceeded the current date. Therefore, there is an urgent need for a system that can automatically recommend and orchestrate points according to customer budget and target market demand. This system involves the point arrangement of TV advertisement scheduling, decision support and so on. This paper takes the television advertising industry as the background, based on the process and operation mode of the TV advertising spot recommendation, studies the general rules and principles, designs a set of advertising industry in line with China's national conditions, using human nature, more universal. Simple maintenance, more reasonable and diversified TV spot arrangement and recommendation decision support system. The recommendation and arrangement system of TV advertisement is mainly composed of model base, knowledge base, method base and database. It not only has qualitative knowledge reasoning ability, but also has quantitative calculation ability, and can combine the two functions organically. Based on the data warehouse, the users are supported by the historical data mining of TV advertisement information. Before this thesis, there is no related research in China. The research of this paper will fill the blank in the domestic TV advertisement spot arrangement recommendation system. At the same time, it makes up for the defect that the scope of consideration is not comprehensive and the result of point arrangement is single. It is hoped that through the research from the perspective of decision support system, it can provide a new idea and framework for the spot arrangement of the whole television advertising industry, and put forward constructive opinions and suggestions for advertising agencies and clients.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：TN948.1

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