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Using goal based reasoning and means-end chain in keyword-based advertising

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dc.contributor.advisor Prof. Phan Minh Dung (Chairperson) en_US
dc.contributor.advisor Dr. Kiyoshi Honda (Member) en_US
dc.contributor.advisor Dr.Ir. Erik L.J. Bohez (Member) en_US
dc.contributor.author Nguyen Tran Diem Hanh en_US
dc.date.accessioned 2015-01-12T10:45:58Z
dc.date.available 2015-01-12T10:45:58Z
dc.date.issued 2008 en_US
dc.identifier.other AIT Thesis no.IM-08-09 en_US
dc.identifier.uri http://www.cs.ait.ac.th/xmlui/handle/123456789/617
dc.description 58 p. en_US
dc.description.abstract This thesis is about utilizing means-end chain approach in representing knowledge and applying rules on that chain to reason which products should be advertised in a given area. We build means-end chain for representing consumer's behavior toward products by having relationships among geography, activities, economics, and habits of people in a target area. We also build ontology for various products and knowledge base of benefits that these products offer to the consumers. In the application part, we apply goal based reasoning in matching between product's characteristics and consumer's preferences in a target area in order to suggest which list of products should be advertised there. Providing a framework for generating series of keywords, for filtering sponsored links in terms of searcher's preferences, and supporting searchers to find products which satisfy consumer's benefits are key challenges identified in this thesis. Finally, the thesis also does the experiment to compare recall and precision rates of generating keywords among the system proposed by this thesis and already available keyword tools. en_US
dc.language.iso en en_US
dc.publisher Asian Institute of Technology en_US
dc.relation.ispartofseries AIT Publications; en_US
dc.subject Means-end chain en_US
dc.subject Means- End Design en_US
dc.title Using goal based reasoning and means-end chain in keyword-based advertising en_US
dc.type Thesis en_US

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