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Expert System Presentation at S&P Arvind Rangaswamy Our skill base Demo of expert system -- ADCAD S&P–1 Our Skill Base Extensive academic background in developing useable marketing models Developed ADCAD, NEGOTEX, and INFER expert systems Developed Marketing Engineering suite of software Now developing Marketing Engineering on the Net S&P–2 ADCAD System Overview Background information (problem definition; brand, competitor, product, and audience characteristics) Knowledge Base • Published theory • Published empirical findings • Cumulative agency experience ADCAD Reasoning Process Questions, definitions, and explanations Information from Marketing Research and Databases User Target audience selection and other marketing decisions Market Assessment Marketing Objectives Advertising Objectives Communication Approaches Recommendations and rationale “What if” sensitivity analysis Positioning • Benefits • Comparisons • Message sidedness Message Characteristics • Message arguments • Ad format • Educational techniques Presenter Characteristics • Attractiveness • Similarity • Expertise • Objectivity Message Emotion • Strength • Direction • Mood S&P–3 Past & present product usage Nature of product Product usage rate Past & present brand usage Marketing Objectives Brand market share Product life cycle stage Current brand loyalty Product purchase interval New brand uses Brand purchase motivation Brand type Product purchase motivation Package visibility and recognition at POP Advertising Objectives Decision involvement Current brand recognition Current topof-mind awareness Time of brand decision S&P–4 Creative Strategy Presentation Techniques Comparisons Decision involvement Consumer education level Product knowledge Message Sidedness Product knowledge Conflicting information Message processing motivation Performance evaluation ability Brand attitude Decision involvement Benefit Presentation Benefit delivery Benefit importance Brand knowledge Benefit awareness Benefit uniqueness S&P–5 Marketing Objectives Stimulate primary demand Reinforce primary demand Stimulate brand trial Stimulate repeat purchase or loyalty Increase rate of brand usage Attract trier-rejectors S&P–6 Advertising Objectives Create/increase brand recognition Create/increase top-of-mind awareness Communicate category image/mood/lifestyle Communicate brand characteristics Communicate brand image/mood/lifestyle Maintain brand recognition Maintain top-of-mind brand awareness Reinforce category beliefs Reinforce brand image/mood/lifestyle Communicate brand changes/enhancements Communicate new brand image/mood/lifestyle Communicate new brand uses S&P–7 Format Demonstration of product in use or by analogy Fantasy, exaggeration, or surrealism Demonstration of results of using the product Musical Comedy or satire Serious drama Vignette Unusual/extreme (Announcement) (Case-history) (Brand production/preparation) Endorsement by celebrity/authority Testimonial by product user Customer interview Slice-of-life Problem-solution S&P–8 Presenter Characteristics Species Age Sex Identity Recognizability Credibility (Expertise, Objectivity) Attraction (Likability, Similarity) S&P–9 Presentation Techniques Package-closeup Familiar scenario Color illustration General humor Long package display Product humor Jingle/rhyme/slogan Incongruent elements Questions Animation/cartoon/rotoscope Brand name repetition Hidden-camera Personal reference Implicit conclusion Music and/or singing Explicit conclusion Visual/verbal integration Climax presentation Visual stimuli/imagery Anti-climax presentation Quantitative arguments Strong arguments Surrogate indicators Capture consumer emotions Front-end impact Message sign-off Short copy Short headline Nouns in headline S&P–10 Emotion in Ad Sanguine Phlegmatic Melancholic Choleric Anger then relief Relief Fear then relaxation Relaxation Fear then trust Trust Moderate or high fear Disappointment the optimism Optimism Annoyance then convenience Convenience Dullness then elation Elation Boredom then excitement Excitement Apprehension then flattery Flattery Tension, discomfort, threat Surprise Nostalgia S&P–11 Recommended Benefits Price/economy Guarantees or warranty Value Nutrition or health Quality User satisfaction or loyalty Challenge New product or option Enjoyment New brand uses Safety New solution Status (Dependability) Convenience (Self-expression) S&P–12 Benefits of ADCAD System Flexible representation and processing of advertising knowledge using AI methods Separate knowledge from its processing Verbally rich models that are closer to the way people normally tend to think -- incorporating qualitative elements relevant to a situation Improved explanatory features Deliver knowledge when and where decisions are made S&P–13 Potential Application Areas of Knowledge-Based Systems Too much information Systems to interpret information and generate insights for managerial actions. Example: Interpretation of log files from web servers Too many options to consider and evaluate Systems to reduce the number of options to a few important ones Example: Design of TV commercials No single individual has all the relevant skills/knowledge Systems incorporating multiple sources of knowledge and expertise. Example: New Product Development screening S&P–14 Potential Application Areas of Knowledge-Based Systems Routine problems with highly variable input data Systems to automate problem solving. Examples: credit card authorization, product configuration Shortage of skilled employees/frequent turnover Systems that embed procedures and plans. Example: Help desk Need “just-in-time” knowledge to solve a management problem Network of expert systems available on demand (embedded AI systems) S&P–15
