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| Author: | Neibecker, B. |
| Title: | Wissensbasierte Werbewirkungsanalyse mit ESWA (Knowledge based publicity impact analysis with ESWA) |
| Journal: | Marketing
1990 : VOL. 12:4, p. 250-256 |
| Index terms: | ARTIFICIAL INTELLIGENCE ADVERTISING EFFECTIVENESS |
| Language: | ger |
| Abstract: | The article presents the problems of translating knowledge about the impact of advertising into an expert system (artificial intelligence). Problems dealt with are: gradation, complexity of rules, objectivation of subjective response etc. A special case is also presented. |
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