インターネット・コミュニティ・データを使ったテレビＣＭの商品イメージ形成効果測定

摘要

This paper proposes a method to measure the effects of TV advertisements on the Internet bulletin boards. It aims to clarify how the viewesu27 interests on TV advertisements are reflected on their images on the promoted products. Two kinds of time series data are generated based on the proposed method. First one represents the time series fluctuation of the interests on the TV advertisements. Another one represents the time series fluctuation of the images on the products. By analysing the correlations between these two time series data, we try to clarify the implicit relationship between the vieweru27s interests on the TV advertisement and their images on the promoted products. By applying the proposed method to an Internet bulletin board that deals with certain cosmetic brand, we show that the images on the products vary depending on the difference of the interests on each TV advertisement.