Evaluation of Advertising Effectiveness Using Agent-Based Modeling and Simulation
نویسنده
چکیده
Advertising is a common commercial activity. The evaluation of advertising effectiveness is an active area of interest within the advertising research community, and, of course, is most concerned by the advertisers. The most important services in a computer-based advertising infrastructure are advertising effectiveness evaluation, analysis, prediction, and scheduling. This work presents an agent-based modeling and simulation approach to overcome the difficulties. A psychological process is added into the agent negotiation decision function between the information-exchanging process and decision-making process to model more accurate consumer behaviors. A demo version of Simulation Environment of Advertising (SEA) is developed to study the effectiveness of banner advertising on the Internet and provide sample simulation results.
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