Negotiation platform for personalised advertising

This paper describes a multi-agent brokerage platform for near real time advertising personalisation organised in three layers: user interface, agency and marketplace. The personalisation is based on the classification of viewer profiles and advertisements (ads). The goal is to provide viewers with a personalised advertising alignment during programme intervals. The enterprise interface agents upload new ads and negotiation profiles to producer agents and new user and negotiation profiles to distributor agents. The agency layer is composed of agents that represent ad producer and media distributor enterprises as well as the market regulator. The enterprise agents offer data upload and download operations as Web Services and register the specification of these interfaces at an UDDI registry for future discovery. The market agent supports the registration and deregistration of enterprise delegate agents at the marketplace. This paper addresses the marketplace layer, an agent-based negotiation platform per se, where delegates of the relevant advertising agencies and programme distributors negotiate to create the advertising alignment that best fits a viewer profile and the advertising campaigns available. The whole brokerage platform is being developed in JADE, a multi-agent development platform. The delegate agents download the negotiation profile and upload the negotiation results from / to the corresponding enterprise agent. In the meanwhile, they negotiate using the Iterated Contract Net protocol. All tools and technologies used are open source.

Personalised Advertising Supported by Agents

This paper reports the development of a B2B platform for the personalization of the publicity transmitted during the program intervals. The platform as a whole must ensure that the intervals are filled with ads compatible with the profile, context and expressed interests of the viewers. The platform acts as an electronic marketplace for advertising agencies (content producer companies) and multimedia content providers (content distribution companies). The companies, once registered at the platform, are represented by agents who negotiate automatically the price of the interval timeslots according to the specified price range and adaptation behaviour. The candidate ads for a given viewer interval are selected through a matching mechanism between ad, viewer and the current context (program being watched) profiles. The overall architecture of the platform consists of a multiagent system organized into three layers consisting of: (i) interface agents that interact with companies; (ii) enterprise agents that model the companies, and (iii) delegate agents that negotiate a specific ad or interval. The negotiation follows a variant of the Iterated Contract Net Interaction Protocol (ICNIP) and is based on the price/s offered by the advertising agencies to occupy the viewer’s interval.

Internet Advertising Planning Process

The objective of this Master’s Thesis was to develop an Internet advertising planning process. After the process had been created, it was compared to case-companies. Case-companies Sek & Grey and Hasan & Partners are the biggest advertising agencies in Finland. Case companies Dagmar and OMD Finland are the biggest media agencies in Finland. Eera Finland completed Sek & Grey´s view of the Internet advertising. Eera Finland is one of the most successful consulting agencies in Finland. In the theoretical part of this thesis, an advertising planning process, used for traditional media, was researched. Because Internet is a global medium, the influence of global advertising on Internet advertising has also been examined. Internet has important characteristics that affect the advertising process. The qualitative part of the study was implemented by interviewing these case-companies. The study used Yin’s ´multiple-case unit of analysis´ approach. Empirical part presented a four companies way to do Internet advertising. Their Internet advertising models were based on advertising processes used for traditional media. Case-companies Internet advertising models and the way to practice Internet advertising are very similar. The final chapter in the end concluded the main findings, theoretical contribution, managerial implications and suggested subjects for further research.

Developing a Theoretical Framework for a Study on the Impact of Advertising Credibility of Consumer Healthcare Products

The tough competition in the global and national markets and new trends in consumerism resulted in an increase in the volume of advertisements. Sometimes advertisers are successful in achieving their intended objectives with a particular advertisement and sometimes they are not .These factors contributed a lot towards the decision making problems of advertising agencies with regard to the selection of appropriate advertising strategies and tactics. The tough competition and large volume of advertising make the consumers confused and this even created doubts in the minds of consumers about the genuineness and reliability of manufacturers and products. These factors caused a query regarding the active role of credibility element in advertising. The proposed study examines the effects of advertising credibility in consumer health care non durable product advertising on communication effect, purchase behavior and ad skepticism. This paper examines the need for the study of advertising credibility and reviews the advertising- consumer behaviour- credibility – healthcare theories which form a basis for the study. It identifies the different components and dimensions of advertising credibility and the importance of communication effect, purchase behavior and ad skepticism. It also studies the relevance of credibility in the consumer healthcare products advertising and suggests a Theoretical Framework for the proposed study

Internet share of advertising expenditure : growth drivers and inhibitors in the brazilian market

Os investimentos com publicidade na Internet como uma percentagem das despesas totais de publicidade variam significativamente de um país para outro. O número é tão baixo quanto 4,7% no mercado brasileiro e tão alto como 28,5% no mercado britânico (ZenithOptimedia, 2011b). Algumas razões explicam tal disparidade. No nível macro, a participação dos gastos com publicidade na Internet está fortemente ligada a variáveis como o produto interno bruto per capita e à penetração da Internet na população. No nível micro, uma pesquisa qualitativa foi feita para identificar os fatores que contribuem e inibem o crescimento da participação da publicidade online no mercado brasileiro. A vasta lista de inibidores parece ter profundo impacto sobre como os profissionais de mercado tomar decisões de alocação de investimento em publicidade por tipo de mídia. Devido à legislação, à auto-regulamentação e às dinâmicas da indústria, grande parte da tomada de decisão é realizada por agências de publicidade. Estas parecem ter fortes incentivos econômicos para selecionar outros tipos de mídia e não a Internet ao definir planos de mídia. Ao mesmo tempo, a legislação e a auto-regulamentação fornecem desincentivos para corretores de mídia a operar no mercado local. A falta de profissionais qualificados e a padronização limitada também desempenham papéis importante para inibir uma maior participação da Internet nos gastos com publicidade no Brasil. A convergência dos resultados quantitativos com os qualitativos indica possíveis motivos pelos quais a participação da publicidade online no Brasil é tão baixa. Em primeiro lugar, a participação é explicada pelo estágio de desenvolvimento dos países. Quanto mais rico e mais desenvolvido um país, maior a proporção de gastos com publicidade online tende a ser. Em segundo lugar, o estágio econômico emergente do Brasil potencialmente dá espaço para o aumento do ineficiências do mercado, tais como programas de descontos oferecidos de forma desproporcional para os principais decisores de alocação de investimentos de mídia. Este fato aparentemente produz um feedback negativo, contribuindo para manter a baixa participação da publicidade online no total dos investimentos publicitários.

Faking or Convincing: Why Do Some Advertising Campaigns Win Creativity Awards?

Since the Sarbanes-Oxley Act was passed in 2002, it has become commonplace in the advertising industry to use creativity-award-show prizes instead of gross income figures to attract new customers. Therefore, achieving a top creativity ranking and winning creativity awards have become high priorities in the advertising industry. Agencies and marketers have always wondered what elements in the advertising creation process would lead to the winning of creativity awards. Although this debate has been dominated by pure speculation about the success of different routines, approaches and strategies in winning creativity awards, for the first time our study delivers an empirical insight into the key drivers of creativity award success. We investigate what strategies and which elements of an advertising campaign are truly likely to lead to winning the maximum number of creativity awards. Using a sample of 108 campaigns, we identify factors that influence campaign success at international advertising award shows. We identify innovativeness and the integration of multiple channels as the key drivers of creativity award success. In contrast to industry beliefs, meaningful or personally connecting approaches do not seem to generate a significant benefit in terms of winning creativity awards. Finally, our data suggest that the use of so-called “fake campaigns” to win more creativity awards does not prove to be effective.

Fifty years of the pioneer spirit : a retrospect of a half-century of endeavor which has produced a present-day organization equipped to render a very useful and complete service in advertising and printing.

"This book is dedicated to the memory of Richard Dexter Knight and Frank Davenport Livermore on the occasion of the fiftieth anniversary of the business which they founded"

How to judge an advertising agency.

Mode of access: Internet.

Transacção de componentes multimédia suportada por agentes

O objectivo do projecto descrito nesta dissertação é o desenvolvimento da interface entre as empresas e a plataforma Business-to-Business (B2B) de negociação automática de anúncios em construção. A plataforma, no seu todo, deve garantir que os intervalos da programação são preenchidos com um alinhamento de anúncios compatível com os interesses expressos e o perfil construído dos espectadores. A plataforma funciona como um mercado electrónico de negociação automática destinado a agências de publicidade (empresas produtoras) e empresas provedoras de conteúdos e serviços multimédia aos consumidores finais (empresas distribuidoras). As empresas, uma vez registadas na plataforma, passam a ser representadas por agentes que negoceiam automaticamente os itens submetidos com o comportamento especificado. Do ponto de vista da arquitectura, a plataforma consiste num sistema multiagente organizado em três camadas compostas por: (i) agentes de interface com as empresas; (ii) agentes de modelação das empresas; e (iii) agentes delegados, de duração efémera, exclusivamente criados para participar em negociações específicas de conteúdos multimédia. Cada empresa representada na plataforma possui, para além de um número indeterminado de delegados envolvidos em negociações específicas, dois agentes: (i) o agente de interface com a empresa, que expõe um conjunto de operações de interface ao exterior através de um serviço Web, localizado na primeira camada; e (ii) o agente que modela a empresa na plataforma, que expõe através de um serviço Web um conjunto de operações aos agentes das restantes camadas da plataforma, residente na camada intermédia. Este projecto focou-se no desenvolvimento da camada superior de interface da plataforma com as empresas e no enriquecimento da camada intermédia. A realização da camada superior incluiu a especificação da parte da ontologia da plataforma que dá suporte às operações de interface com o exterior, à sua exposição como serviços Web e à criação e controlo dos agentes de interface. Esta camada superior deve permitir às empresas carregar e descarregar toda informação relevante de e para a plataforma, através de uma interface gráfica ou de forma automática, e apresentar de forma gráfica e intuitiva os resultados alcançados, nomeadamente, através da apresentação da evolução das transacções. Em relação à camada intermédia, adicionou-se à ontologia da plataforma a representação do conhecimento de suporte às operações de interface com a camada superior, adoptaram-se taxonomias de classificação de espectadores, anúncios e programas, desenvolveu-se um algoritmo de emparelhamento entre os espectadores, programas e anúncios disponíveis e, por fim, procedeu-se ao armazenamento persistente dos resultados das negociações. Do ponto de vista da plataforma, testou-se o seu funcionamento numa única plataforma física e assegurou-se a segurança e privacidade da comunicação entre empresa e plataforma e entre agentes que representam uma mesma empresa.

A proposal for media component brokerage

This paper describes how MPEG-4 object based video (obv) can be used to allow selected objects to be inserted into the play-out stream to a specific user based on a profile derived for that user. The application scenario described here is for personalized product placement, and considers the value of this application in the current and evolving commercial media distribution market given the huge emphasis media distributors are currently placing on targeted advertising. This level of application of video content requires a sophisticated content description and metadata system (e.g., MPEG-7). The scenario considers the requirement for global libraries to provide the objects to be inserted into the streams. The paper then considers the commercial trading of objects between the libraries, video service providers, advertising agencies and other parties involved in the service. Consequently a brokerage of video objects is proposed based on negotiation and trading using intelligent agents representing the various parties. The proposed Media Brokerage Platform is a multi-agent system structured in two layers. In the top layer, there is a collection of coarse grain agents representing the real world players – the providers and deliverers of media contents and the market regulator profiler – and, in the bottom layer, there is a set of finer grain agents constituting the marketplace – the delegate agents and the market agent. For knowledge representation (domain, strategic and negotiation protocols) we propose a Semantic Web approach based on ontologies. The media components contents should be represented in MPEG-7 and the metadata describing the objects to be traded should follow a specific ontology. The top layer content providers and deliverers are modelled by intelligent autonomous agents that express their will to transact – buy or sell – media components by registering at a service registry. The market regulator profiler creates, according to the selected profile, a market agent, which, in turn, checks the service registry for potential trading partners for a given component and invites them for the marketplace. The subsequent negotiation and actual transaction is performed by delegate agents in accordance with their profiles and the predefined rules of the market.

O planeamento estratégico e a importância do "Account Planner": a reestruturação do portal da Universidade do Minho: um estudo de caso

Dissertação de mestrado em Ciências da Comunicação (área de especialização em Publicidade e Relações Públicas)

Alcohol Marketing, Communications and Sponsorship Codes of Practice

In 2002 the Minister for Health and Children met with representative organisations from the Advertising Industry, the Association of Advertisers in Ireland (AAI), representing advertisers, the Institute of Advertising Practitioners in Ireland (IAPI), representing the advertising agencies and Drinks Industry Group Ireland (DIGI) representing the Alcohol Drinks Industry. The discussions centred on the Ministerâ?Ts concerns about some of the content, weight of exposure and placement of alcohol advertising. In addition, issues were discussed on activities involved in the sponsorship of, and activities surrounding, music and sports events. Download document here

Kuka suunnittelee mainokset? Tutkimus mainosalan kulisseista,yhteistyökäytännöistä ja ristiriidoista. Mainonnan suunnittelijan näkökulma

Tutkimus kuvaa tapahtumia mainonnan suunnittelun kulissien takana ja niiden vaikutusta suunnittelutyöhön mainonnan suunnittelijan näkökulmasta. Lähestymistapa on systeemiteoreettinen: tutkimuksessa tarkastellaan sekä mainostoimiston suunnittelijoiden, projektijohtajien ja muiden mainonnan suunnitteluun osallistuvien keskinäistä vuorovaikutusta että mainostoimiston ja mainoksia tilaavan asiakkaan vuorovaikutuksen asettamia rajoja ja mahdollisuuksia. Keskeinen työväline on Kurt Lewinin kentän käsite. Tutkimuksessa se konkretisoituu esitystavaksi mainonnan suunnittelun olennaisista piirteistä, jotka ovat toisistaan riippuvaisia. Tutkimusta pohjustaa ajatus mainonnan suunnittelun perusrakenteesta, joka on riippumaton taloudellisista, yhteiskunnallisista tai mainostoimialan liiketoimintaympäristön muutoksista. Mainostoimistossa työtä tehdään usein ryhmässä. Ydinryhmä muodostuu kirjoittavan ja visuaalisen suunnittelijan työparista, mutta projektijohtaja on avainasemassa hoitaessaan yhteydenpitoa mainostoimiston asiakkaaseen. Tutkimustyötä viitoittivat kysymykset mainonnan suunnittelijoiden tehtävästä ja asemasta, työssä koetuista haasteista sekä osuudesta ja vastuusta lopullisissa töissä. Keskiössä ovat suunnittelutyötä raamittavat haasteet, jotka ohjaavat suunnittelijoiden kykyjä ja haluja toteuttaa luovuuttaan. Tutkimus ammentaa teoreettisia aineksia työnjaon ja tiimityön käsitteiden ohella vallan tilanteisuudesta ja suhteista sekä sosiaalisen pääoman ja luottamuksen moniaineksisuudesta. Tutkimuksen aineisto kerättiin syksyllä 2008 ja alkuvuodesta 2009 haastattelemalla suomalaisten mainostoimistojen suunnittelijoita. Haastatteluaineisto koostuu kymmenestä ryhmähaastattelusta, johon kuhunkin osallistui 3–4 suunnittelijaa. Muu aineisto sisältää toimialan tilastoja ja julkaisuja sekä yksityisiä sähköpostikirjeenvaihtoja ja keskusteluja mainosammattilaisten kanssa. Haastatteluaineisto analysoitiin Milesin ja Hubermannin aineistolähtöisen sisällönanalyysin avulla ja sitä täydennettiin retorisella diskurssianalyysilla. Analyysin alkuvaiheessa koemetodina sovellettiin Straussin ja Corbinin aineistolähtöisen teorian (grounded theory) kolmivaiheista koodausta. Tutkimuksen tuloksena on malli mainonnan suunnittelun kentän jännitteistä, jotka johtavat toimimaan tietyllä tavalla. Mainonnan suunnittelijan tehtävinä näyttäytyvät vaikuttaminen, asiakkaan tarpeiden tunnistaminen ja tyydyttäminen sekä omakohtainen menestyminen. Suunnittelijan asema näyttää työssä koettujen haasteiden kautta häilyvän asiantuntijuuden ja alihankkijuuden välimaastossa. Työn henkilökohtaisina haasteina piirtyvät tarmokkuuden ja jatkuvan oivaltamisen vaateet. Ulkoisina tekijöinä talouden, teknologian ja sen myötä median murros sekä haastaa että kehittää: alituiseen kiireeseen näytetään verhoavan pulmia, joiden todellinen alkuperä paikantuu muualle. Keskeiset ristiriidat ja toiminnan edellytykset ilmenevät juuri yhteistyössä: mainostoimiston sisäinen yhteistyö ja asiakkaan antama palaute ovat merkittäviä tekijöitä luottamuksen taustalla. Siten avoin ja vastavuoroinen kommunikaatio piirtyy olennaiseksi asetettujen tavoitteiden saavuttamisessa ja asiakkaan menestymisessä. Mainonnan suunnittelussa tärkeäksi kysymykseksi nousevat portinvartijoiden roolit. Mainostoimiston sisäisessä työskentelyssä projektijohtajat hallinnoivat suunnitteluresursseja, välittävät tietoa asiak kaalta suunnittelijalle ja päinvastoin sekä tekevät tärkeimmät päätökset. Asiakkaan puolella mainoksia tilaava asiakashenkilö hallinnoi valjastamiaan resursseja, mutta varsinainen päätöksenteko tapahtuu tämän esimiehen toimesta. Tulosten valossa on perusteltua uskoa, että mainonnan suunnittelijat kokevat oman työnsä arvon alentuneen ja päätösvaltansa vähentyneen. Mainostoimialan murroksen kannalta tutkimus tuo esiin uudenlaisen tiimityön ymmärtämisen ja korostaa yksilöiden vahvuuksien tunnistamisen merkitystä. Kiristyvässä taloudessa se suuntaa huomion sekä mainostoimistojen että niiden asiakasyritysten sisäisten ja ulkoisten resurssien tehokkaaseen ja tuottavaan hyödyntämiseen ja organisoimiseen. Sosiologisesti tutkimus tarjoaa yhdenlaisen näkökulman ryhmätyön ulottuvuuksiin ja työelämän yhteistyöhaasteiden pohtimiseen. Siten tutkimuksen tuloksilla voi nähdä arvoa myös muiden kuin mainosalan yhteistyökäytäntöjentarkasteluun.

The marketing communications industry in flux: Large B2C advertisers’ viewpoint

The recent digitization, fragmentation of the media landscape and consumers’ changing media behavior are all changes that have had drastic effects on creating marketing communications. In order to create effective marketing communications large advertisers are now co-operating with a variety of marketing communications companies. The purpose of the study is to understand how advertisers perceive these different companies and more importantly how do advertisers expect their roles to change in the future as the media landscape continues to evolve. Especially the changing roles of advertising agencies and media agencies are examined as they are at the moment the most relevant partners of the advertisers. However, the research is conducted from a network perspective rather than focusing on single actors of the marketing communications industry network. The research was conducted using a qualitative theme interview method. The empirical data was gathered by interviewing representatives from nine of the 50 largest Finnish advertisers measured by media spending. Thus, the research was conducted solely from large B2C advertisers’ perspective while the views of their other relevant actors of the network were left unexplored. The interviewees were chosen with a focus on variety of points of view. The analytical framework that was used to analyze the gathered data was built the IMP group’s industrial network model that consists of actors, their resources and activities. As technology driven media landscape fragmentation and consumers’ changing media behavior continue to increase the complexity of creating marketing communications, advertisers are going to need to rely on a growing number of partnerships as they see that the current actors of the network will not be able to widen their expertise to answer to these new needs. The advertisers expect to form new partnerships with actors that are more specialized and able to react and produce activities more quickly than at the moment. Thus, new smaller and more agile actors with looser structures are going to appear to fill these new needs. Therefore, the need of co-operation between the actors is going to become more important. These changes pose the biggest threat for traditional advertising agencies as they were seen as being most unable to cope with the ongoing change. Media agencies are in a more favorable position for remaining relevant for the advertisers as they will be able to justify their activities and provided value by leveraging their data handling abilities. In general the advertisers expect to be working with a limited number of close actors and in addition having a network of smaller actors, which are used on a more ad hoc basis.

Plan de negocios para la creación de una empresa dedicada a la atención, entrenamiento, estética y cuidado de los perros como mascota, ubicada en un centro comercial de la ciudad de Bogotá

Descripción del Negocio Kinderpup es una guardería para perros como mascota ubicada en el centro comercial Unicentro en la ciudad de Bogotá, creada para atender las necesidades de las personas propietarias de éstas mascotas, las cuales presentan inconvenientes al dar un paseo por varios lugares en los cuales no es permitido el acceso de estos animales. Los lugares más comunes son los centros comerciales, y es precisamente por esto que el proyecto se concentra en este tipo de establecimientos. El objetivo es ofrecer tranquilidad y comodidad a los usuarios de nuestros servicios, brindando atención y cariño a sus mascotas y entendiéndolas como parte importante de las familias. Para cumplir con nuestro objetivo, Kinderpup contará con personal calificado siempre dispuesto a prestar servicios de guardería, veterinaria, peluquería y entrenamiento, esenciales para mantener a las mascotas saludables, hermosas y felices. El servicio de peluquería incluye corte de pelo, arreglo de uñas y dientes; entrenamiento, incluye salida a pasear alrededor del centro comercial y adiestramiento por un entrenador capacitado. El servicio veterinario incluye diagnostico, historia clínica del canino, revisión general y recomendaciones. También se cuenta con artículos para la venta, concentrado y productos de estética animal, que podrán ser adquiridos por los usuarios de las mascotas en la sede de Kinderpup. Mercado En Colombia actualmente no existe un espacio adecuado para atender a las mascotas en los centros comerciales, aún se mantiene prohibido el acceso de animales a estos establecimientos y las personas propietarias de mascotas que frecuentan estos lugares plantean la necesidad de proporcionar un espacio para que puedan dejar sus animales allí. Dado a lo que sugiere el mercado potencial y a la localización central del centro comercial Unicentro, se da la oportunidad de ofrecer diferentes servicios además de guardería a las personas de estratos 4, 5 y 6 que frecuentan los centros comerciales y que necesitan un lugar de confianza para dejar a sus mascotas cuando tengan que salir y no los puedan llevar, quieran peluquear a su perro o adiestrarlo. De igual manera, este servicio es muy beneficioso para las personas que viven alrededor del centro comercial debido a que durante la semana tienen la preocupación de dejar a su mascota sola en casa o con una persona inexperta. Según el estudio de mercados, existe un porcentaje interesante de personas que visitan los establecimientos comerciales en fines de semana, el 26% de 100 personas encuestadas asisten al centro comercial entre 2 y 3 veces al mes y el 22%, van 4 veces al mes, además el 44% de los encuestados dicen que el centro comercial de su preferencia es Unicentro y una cifra todavía más significativa es que el 78% de las personas llevarían a su perro al centro comercial si esto no fuera prohibido. Operaciones El ciclo de servicio comienza a partir de que el cliente se acerca a solicitar información en la recepción de Kinderpup, al recibir un volante publicitario o comunicándose con nosotros por teléfono o email. A partir del momento en que las personas deseen dejar su mascota a nuestro cuidado, se procede a un acercamiento con la mascota que le proporcione tranquilidad tanto a la mascota como a su amo y, a continuación se ejecuta el servicio indicado según el caso. Equipo de Gestión El equipo gestor de Kinderpup estará formado por los siguientes integrantes:  Silvia Valencia: Veterinaria, responsable de asesorar sobre el cuidado de las mascotas, las normas de higiene y protección y administrar la guardería.  José Segura: Promotor de ventas encargado de hacer los contactos con las empresas proveedoras, agencias de publicidad y Unicentro.  Ana María Romero: Directora encargada de dirigir a los empleados y de planear las estrategias de mercadeo y competitividad. Viabilidad económica La inversión a realizar es de $47’599.463, financiados en un 60% por una entidad financiera, se asume un incremento en ventas del 4% según la investigación de mercados, además un aumento de los costos y precios en un 3%. Tras este análisis podemos identificar los principales indicadores financieros que nos guiaran en la toma de decisión acerca de la viabilidad del mismo: Los flujos de caja que tenemos para obtener los anteriores indicativos son los siguientes: 2008 2009 2010 2011 2012 2013 $ -47.599.463,20 $ 17.056.542,57 $ 13.744.893,02 $ 25.924.959,20 $ 39.316.390,43 $ 52.499.868,67