ISSN: 0867-1753
eISSN: 2300-410X
OAI
DOI: 10.18276/si.2015.38-17
Issue archive /
ZN 878 SI nr 38
Wykorzystanie rozmytych map kognitywnych w modelowaniu przekazu interaktywnego
(The use of fuzzy cognitive map in modeling on-line advertising)
| Authors: |
Jarosław
Wątróbski
Zachodniopomorski Uniwersytet Technologiczny w Szczecinie, Wydział Informatyki Katarzyna Witkowska Zachodniopomorski Uniwersytet Technologiczny w Szczecinie, Wydział Informatyki |
| Keywords: | fuzzy cognitive mapping on-line marketing eye tracking |
| Whole issue publication date: | 2015 |
| Page range: | 14 (227-240) |
Abstract
Current trends in the area of digital marketing and on-line promotion indicate the growing popularity of on-line advertising. Method of designing the ad begins to evolve in the direction of one to one. This forces to create personalized advertising messages. In the case of interactive media modeling changes can occur in a dynamic way. With fuzzy cognitive maps it is possible in a short time make many simulations, which reduces analysis time and efficience. The purpose of this article is to develop a model supporting the selection of advertising on the internet.
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