媒体的宣传活动MediaCampaign【国外大学优秀ppt讲义典范】

MediaCampaignhttp://www.doc88.com/hyjqjPublicPresentationMediaCampaignDescriptionMediaCampaign'sscopeisondiscoveringandinter-relatingadvertisementsandcampaigns,i.e.torelateadvertisementssemanticallybelongingtogether,acrossdifferentcountriesanddifferentmedia.Theproject’smaingoalistoautomatetoalargedegreethedetectionandtrackingofadvertisementcampaignsontelevision,Internetandinthepress.Forthispurposewemadeaprototypeofafullyintegratedsemanticanalysissystembasedonanontologywhichautomaticallydetectsnewcreativesandcampaignsbyutilizingamultimodalanalysissystemandaframeworkfortheresolutionofsemanticidentity.OurGoalsExecutivesandanalystsneedup-to-dateinformationonhowmuchtheircompetitorsareinvestingindifferentmediaandcountries.Obtainingthisinformationquicklyenablesdecisionmakerstoassesstheircompetitor'sactivityandmarketperformanceMeasureglobaladvertisementexpenditurebymediamonitoringcompanies.Currently,thisisacomplextask;thisexpensiveworkflowisdonemainlymanually.MainObjectivesofMediaCampaignDetectingandtrackingofadvertisementsFindingcampaignscross-mediacrosscountryMarket:Advertisementmonitoringindustryafullcompetitiveadvertisingpictureexactoccurrenceandexpendituredataoverdifferentmedia&countriesInnovation&TechnicalApproachIdentificationandtrackingofnewcreativesMultimodalanalysis–wholeisgreaterthanthesumofallpartsIndifferentsinglemedia(Press,TV,Internet)byusingfourdifferentmodalities(text,image,audio,video)technology:combinationofdifferentanalysismodulesDetectionofadvertisementcampaignscross-market,country,andmediaadvertisementinterlinkingtechnology:semantictechnologiesMediaCampaignWorkflowTechnicalWorkflowPressKFCDTechnicalWorkflowTVKFCDTechnicalWorkflowforCampaignDetectionModule(KFCD)NewsemanticdataOMS=OntologyManagementStorageMMS=MetadataManagementStorageTargetMarket&BenefitsfortheCustomersTargetedcustomersMediaMonitoringCompanies(primary)e.g.NMRMarketresearchinstitutese.g.ACNielsonPublishingandadvertisingcompaniese.g.Times,BBCCreativeagenciese.g.OptimediaBenefitsforthecustomersEnhancedproductivityGreaterinformationaccuracyFasterdistributionofinformationCreationofnewbusinessopportunitiesProjectFacts8partnersAustria,Bulgaria,Italy,Netherlands,UK4R&Dand4IndustrialpartnersDuration04/2006-09/200830monthsBudgetTotal:4,203,180€ECfunding:2,475,000€ConsortiumOntotextLab.(Bulgaria)http://www.ontotext.comNielsenMediaResearch(UK)http://www.nielsenmedia.co.uk JoanneumResearch(Austria)http://www.joanneum.at/iishttp://www.joanneum.at/iasUniversityofSheffield(UK)http://www.sheffield.ac.ukConsortiumUniversityofTwente(Netherlands)http://hmi.ewi.utwente.nlHS-ArtDigitalServiceGmbH(Austria)http://www.hs-art.comSoftecoSismat(Italy)http://www.softeco.itTNO(Netherlands)http://www.tno.nlContactDetailsHerwigZeinerJOANNEUMRESEARCHForschungsgesellschaftmbHInstituteofInformationSystems&InformationManagementSteyrergasse17,A-8010Graz,AUSTRIAPhone:+43-(0)316-876-1153Fax:+43-(0)316-876-1191E-mail:herwig.zeiner@joanneum.atwww.joanneum.at/iis