Intelligent Embedded Marketing Service System Based on TV Apps: Design and Implementation

摘要

Due to the increment of advertising requirements based on variousmulti-media services, two studies were conducted to propose an IntelligentEmbedded Marketing Service System (IEMSS) and then to use IEMSS toimplement product placement strategies for idol dramas in interactivetelevision. In the study 1, IEMSS combines the TV apps, multiple agents,multi-document summarization technologies to retrieve and store theinformation and comments about merchandises from search engines, blogs,and forums. IEMSS uses multi-document summarization technique whichconsiders TF-IDF (term frequency-inverse document frequency), position andartificial neural network (ANN) to automatically generate and transmit the keypositive comments to user via TV apps. In experiments, the results show thatthe accuracy of IEMSS is 100% to indicate IEMSS is enough to help users tounderstand the merchandise and improve purchase intention.In the study 2, a 2 (product description messages: shown versus not shown) x2 (online reviews: shown versus not shown) between-subjects design wasconducted to examine the effectiveness of IEMSS for actual application. Theresult of this empirical research revealed that displaying reviews of embeddedproducts obtained from the Internet using IEMSS functionality can provideaudiences with the views of others who have used the embedded productwhile they are watching idol dramas, improving their attitudes toward the brandand product placement, and stimulating their purchase intentions.In sum, based on the results of the study I and study 2, IEMSS can besuccessfully applied to automatic summarization for advertising. Furthermore,this approach can be considered an extension of eWOM marketing and anapplication of Media Richness Theory, which thereby increases theeffectiveness of product placement.