Zeszyty Naukowe Uniwersytetu Szczecińskiego. Studia Informatica

Currently: Studia Informatica Pomerania

ISSN: 0867-1753     eISSN: 2300-410X    OAI    DOI: 10.18276/si.2015.38-17
CC BY-SA   Open Access 

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
Data publikacji całości:2015
Page range:14 (227-240)
Cited-by (Crossref) ?:

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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