Concept of Dynamic Advertisement Composition Model Tailored to Customers′ Needs Based on Interactive Customer Input

摘要

Abstract: The emergence of information and communication technology changed the world irreversibly through the penetrance in every facet of our lives. It enables interactive communication in real time with immense number of end users across time and space and allows processing of huge number of requests at the same time. In times of continuously growing expectations and requirements from customers′ side and challenging global rivalry it is important to respond to customers′ impulses to be successful in market competition. The aim of this paper is to propose a concept of dynamic advertisement composition of promotional offer based on interactive customer response.