TY - GEN
T1 - Characteristics and Relationships of Consumer Individual Demographics Regarding TV Commercial Advertising Effectiveness
AU - Aguni, Seira
AU - Asahi, Yumi
N1 - Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Switzerland AG 2024.
PY - 2024
Y1 - 2024
N2 - In Japan, where economic disparity is widening due to the increase in the number of single parents, the increase in the number of non-regular employees, and the impact of the spread of new coronavirus infection, purchase intentions for specific products are declining. This is due to TV advertising, and the failure of TV advertisers to create TV ads that match the interests of individual consumers. Although viewing intention for TV ads is decreasing, viewing intention for TV ads that match individual consumer interests is significantly higher. However, from the perspective of TV ad creators, it is time-consuming to create TV ads that match the interests of individual consumers, and they have not been able to create such TV ads. In this study, we investigated the effects of TV ads on purchase intention for each individual attribute of consumers who watch TV ads and found a targeting aid for creating TV ads that match the interests of individual consumers.
AB - In Japan, where economic disparity is widening due to the increase in the number of single parents, the increase in the number of non-regular employees, and the impact of the spread of new coronavirus infection, purchase intentions for specific products are declining. This is due to TV advertising, and the failure of TV advertisers to create TV ads that match the interests of individual consumers. Although viewing intention for TV ads is decreasing, viewing intention for TV ads that match individual consumer interests is significantly higher. However, from the perspective of TV ad creators, it is time-consuming to create TV ads that match the interests of individual consumers, and they have not been able to create such TV ads. In this study, we investigated the effects of TV ads on purchase intention for each individual attribute of consumers who watch TV ads and found a targeting aid for creating TV ads that match the interests of individual consumers.
KW - effect or effectiveness of advertising
KW - Personal Attributes
KW - TV ads
UR - http://www.scopus.com/inward/record.url?scp=85196824942&partnerID=8YFLogxK
U2 - 10.1007/978-3-031-60125-5_11
DO - 10.1007/978-3-031-60125-5_11
M3 - Conference contribution
AN - SCOPUS:85196824942
SN - 9783031601248
T3 - Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
SP - 167
EP - 177
BT - Human Interface and the Management of Information - Thematic Area, HIMI 2024, Held as Part of the 26th HCI International Conference, HCII 2024, Proceedings
A2 - Mori, Hirohiko
A2 - Asahi, Yumi
PB - Springer Science and Business Media Deutschland GmbH
T2 - Thematic Area Human Interface and the Management of Information, HIMI 2024, Held as Part of the 26th HCI International Conference, HCII 2024
Y2 - 29 June 2024 through 4 July 2024
ER -