Audience targeting by B-to-B advertisement classification: a neural network approach
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| Paper (help) | |
|---|---|
| Audience targeting by B-to-B advertisement classification: a neural network approach | |
| Authors: | Alan Samuel Abrahams, Eloise Coupey, Eva X. Zhong, Reza Barkhi, Pete S. Manasantivongs |
| Citation: | Expert Systems with Applications 40 (8): 2777-2791. 2013 June |
| Database(s): | Google Scholar cites |
| DOI: | http://dx.doi.org/10.1016/j.eswa.2012.10.068. |
| Link(s): | http://www.sciencedirect.com/science/article/pii/S095741741201192X?v=s5# |
| Search | |
| Web: | Bing Google Yahoo! — Google PDF |
| Article: | BASE Google Scholar PubMed |
| Restricted: | DTU Digital Library |
| Other: | NIF |
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| Format: | BibTeX |
| Extract: | Talairach coordinates from linked PDF: CSV-formated wiki-formated |
Audience targeting by B-to-B advertisement classification: a neural network approach describes automated text classification in advertissement classification.
Contents |
[edit] Method
- Text sentiment analysis ("sentiment content modeling") with a combination of the ANEW and AFINN word lists.
- General Inquirer was used to label for "semantic conent modeling".
- An artificial neural network is used for classification
[edit] Data
The data was captured by 44 undergraduate business major students and contained:
- Advertisement data from Business-to-business magazines
- Entrepeneur
- Inc.
- 5,288 advertisements from July 2007-June 2011
The Data was divided into 7 classes: Capital access, compliance, computer technology, customer service, marketing & innovation, "luxury, travel & personal" and workforce.
[edit] Results
Among their results was that a high valance was associated with it being more probably that the advertisement "Marketing & Innovation" group compared to the computer technology group. They believe that it is due to that the Marketing & Innovation group use more possitive words.
[edit] Critique
- The AFINN word list is sometimes misspelt as AFFIN and the reference is from 2011, not 2012 as stated in the text.
- "The AFFIN dictionary is a major revision of the ANEW dictionary". This is not quite right. The AFINN word list is an independent development and not suppose to be a "revision" of ANEW.
