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A Knowledge-Based System for Advertising Design

Author

Listed:
  • Raymond R. Burke

    (University of Pennsylvania)

  • Arvind Rangaswamy

    (University of Pennsylvania)

  • Jerry Wind

    (University of Pennsylvania)

  • Jehoshua Eliashberg

    (University of Pennsylvania)

Abstract

In recent years, artificial intelligence research has provided new tools and techniques for marketing model builders. These tools, when combined with problem-solving knowledge from a specific domain, can be used to create expert systems. This methodology is most applicable in semistructured problem domains where the key relationships are logical rather than numerical and problem-solving knowledge is incomplete. One such problem in marketing is advertising design. In this paper, we describe the application of expert system techniques to the development of ADCAD, a system designed to assist advertisers of consumer products with the formulation of advertising objectives, copy strategy, and the selection of communication approaches. The paper highlights the assembly of ADCAD's knowledge base of ad design heuristics from multiple sources of published research and practitioner expertise and describes its structure and content. We discuss the procedures and obstacles associated with building, implementing, and validating such an expert system. Our experiences with ADCAD suggest that knowledge-based systems have significant potential for the consolidation and integration of marketing knowledge as interactive input for decision makers. We conclude by noting several avenues for the future development of advertising expert systems.

Suggested Citation

  • Raymond R. Burke & Arvind Rangaswamy & Jerry Wind & Jehoshua Eliashberg, 1990. "A Knowledge-Based System for Advertising Design," Marketing Science, INFORMS, vol. 9(3), pages 212-229.
    • Handle: RePEc:inm:ormksc:v:9:y:1990:i:3:p:212-229
    DOI: 10.1287/mksc.9.3.212
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    Citations

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    Cited by:

    1. Jehoshua Eliashberg & Anita Elberse & Mark A.A.M. Leenders, 2006. "The Motion Picture Industry: Critical Issues in Practice, Current Research, and New Research Directions," Marketing Science, INFORMS, vol. 25(6), pages 638-661, 11-12.
    2. Lilien, Gary L. & Rangaswamy, Arvind & van Bruggen, Gerrit H. & Wierenga, Berend, 2002. "Bridging the marketing theory-practice gap with marketing engineering," Journal of Business Research, Elsevier, vol. 55(2), pages 111-121, February.
    3. Wong, Bo K. & Monaco, John A., 1995. "A bibliography of expert system applications for business (1984-1992)," European Journal of Operational Research, Elsevier, vol. 85(2), pages 416-432, September.
    4. JS Armstrong & Randall L. Schultz, 2005. "Principles Involving Marketing Policies: An Empirical Assessment," General Economics and Teaching 0502037, University Library of Munich, Germany.
    5. Madhavaram, Sreedhar & Hunt, Shelby D., 2017. "Customizing business-to-business (B2B) professional services: The role of intellectual capital and internal social capital," Journal of Business Research, Elsevier, vol. 74(C), pages 38-46.
    6. Berend Wierenga & Gerrit H. Van Bruggen & Richard Staelin, 1999. "The Success of Marketing Management Support Systems," Marketing Science, INFORMS, vol. 18(3), pages 196-207.
    7. Gaetano Miceli & Maria Antonietta Raimondo, 2020. "Creativity in the marketing and consumer behavior literature: a structured review and a research agenda," Italian Journal of Marketing, Springer, vol. 2020(1), pages 85-124, March.
    8. Berend Wierenga & Gerrit H. Van Bruggen, 2001. "Developing a Customized Decision-Support System for Brand Managers," Interfaces, INFORMS, vol. 31(3_supplem), pages 128-145, June.
    9. Joanna Holub-Iwan, 2021. "Management Information Systems of Public Health Behaviors based on Evidence in Medicine and Health Management," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 1), pages 623-643.
    10. Jacob Goldenberg & David Mazursky & Sorin Solomon, 1999. "The Fundamental Templates of Quality Ads," Marketing Science, INFORMS, vol. 18(3), pages 333-351.
    11. Matsatsinis, Nikolaos F. & Siskos, Yannis, 1999. "MARKEX: An intelligent decision support system for product development decisions," European Journal of Operational Research, Elsevier, vol. 113(2), pages 336-354, March.

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