CN103198416A - Calculation method of attention-interest (AI) index value based on originality - Google Patents
Calculation method of attention-interest (AI) index value based on originality Download PDFInfo
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- CN103198416A CN103198416A CN2013100491437A CN201310049143A CN103198416A CN 103198416 A CN103198416 A CN 103198416A CN 2013100491437 A CN2013100491437 A CN 2013100491437A CN 201310049143 A CN201310049143 A CN 201310049143A CN 103198416 A CN103198416 A CN 103198416A
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- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0276—Advertisement creation
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0242—Determining effectiveness of advertisements
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0242—Determining effectiveness of advertisements
- G06Q30/0244—Optimization
Abstract
The invention provides a calculation method of an attention-interest (AI) index value based on originality. The calculation method comprises the steps of S1, choosing a presentation form of the originality; S2, choosing all originality elements of the originality of the presentation form which is already chosen in the S1; S3, respectively calculating an attention index a of a single originality element in all the originality elements which are chosen in the S2, and calculating an interest index i of the originality of the presentation form which is already chosen in the S1; S4, determining whether an attention index A of the originality and an interest index I of the originality need to be calculated or not according to the presentation form of the originality; S5, respectively calculating an ai value of the single originality element, wherein the ai value of the single originality element equals the attention index a of the single originality element multiplying the interest index i; and S6, calculating the attention-interest (AI) index value of the originality according to the presentation form of the originality. Certain elements which can enable people to generate a cognitive effect in the originality are used as the originality elements, calculation of the attention-interest (AI) index value is carried out on the originality elements, and thus the size of the cognitive effect of the originality can be obviously distinguished.
Description
Technical field
The present invention relates to the advertisement analysis field, be specifically related to a kind of concern based on intention and interest Index A I(A-notice, Attention; I-interest, Interest) Zhi computing method.
Background technology
Development along with commerce, competition between the businessman is especially fierce, how among businessman's competition, to emerge and seem particularly important, advertisement is (more directly perceived for making statement, the form of preferred advertisement is as the carrier of intention, need to prove, the advertisement of Chu Xianing is the carrier of intention in this article) or propaganda film namely become an excellent means of businessman publicity self, but along with the progress of science and technology, medium technique is also in continuous progress, advertisement miscellaneous emerges in an endless stream, inevitably the form of expression of advertisement increases, the commercial audience aspect difference of different expression form, and the effect that reaches naturally also is not quite similar.Whether the ad content of businessman's issue can both catch consumer's eyeball, and all kinds of businessmans are unknown; And then analyze the eyeball whether certain advertisement or propaganda film have caught the consumer, whether certain advertisement or propaganda film have reached maximum use in other words, are the problems of all kinds of businessmans headache always.When selecting to issue in the face of multiple form of expression advertisement, be to select issuing web site interface advertisement or select issue billboard etc., all perplexing businessman to a certain extent, if select the words of error, not only the effectiveness of advertisement is little, also will cause the enterprise operation cost waste.
Solve the problem of all kinds of businessmans headache, must analyze advertisement, judge the value of advertisement, and need do different analyses at the advertisement of different expression form, accomplish to shoot the arrow at the target.
In sum, also there is certain defective in prior art.
Summary of the invention
Technical matters to be solved by this invention provides a kind of method can be from the angle of the intention form of expression, carries out different analyses at the intention of different expression form, helps advertisement publishers to obtain maximum value with minimum cost.
For achieving the above object, the invention provides following technical scheme.
A kind of based on the concern of intention and the computing method of interest Index A I value, comprising:
S1: the form of expression of selecting intention;
S2: the creative key element of selecting to select among the S1 intention of the form of expression;
S3: calculate respectively select among the S2 the attention index a of single intention key element in the creative key element, and calculate among the S1 interest index i of the intention of the selected form of expression;
S4: according to the form of expression of intention, confirm whether to calculate the attention Index A of intention and the interest index I of intention;
S5: calculate the ai value of single intention key element respectively, the attention index a that the ai value of single intention key element equals single intention key element multiply by interest index i;
S6: according to the form of expression of intention, calculate concern and the interest Index A I value of intention.
Further, described concern and interest Index A I based on intention is worth computing method also to comprise:
S7: select the tester.
Further, the intention form of expression among the described S1 comprises: video intention, plane intention, web station interface intention and packing intention.
Further, when the intention form of expression is the video intention:
Among the described S3 attention index a of single intention key element be single intention key element watch number number percent attentively, the attention Index A of described intention is watched number number percent average attentively for the intention key element;
When interest index i sees intention key element described in the S3 for the tester among the described S4, the size of described tester's average pupil sizes, the interest index I of described intention is the pupil diameter size average of tester in watching whole piece video process;
The concern of described intention and interest Index A I value multiply by the interest index I of intention for the attention Index A of described intention.
Further, when the intention form of expression is the plane intention:
The attention index a of single intention key element is the inverse between the first apparent time in single key element zone among the described S3;
Interest index i is that the number number percent of watching attentively in single intention key element zone multiply by and watches duration attentively among the described S4;
The concern of described intention and interest index
Further, when the intention form of expression is the web station interface intention:
The attention index a of single intention key element is the inverse between the first apparent time of single key element among the described S3, and the attention Index A of described intention is the inverse between the first apparent time in described web station interface intention zone;
Interest index i is that the number number percent of watching attentively of the single intention key element of web station interface multiply by and watches duration attentively among the described S4, and the interest index I of described intention is that the number number percent of watching attentively in web station interface intention zone multiply by and watches duration attentively;
The concern of described intention and interest Index A I value multiply by the interest index I of intention for the attention Index A of described intention.
Further, when the intention form of expression is the packing intention:
Among the described S3 attention index a of single intention key element be single intention key element watch number number percent attentively;
Interest index i is the duration of watching attentively of single intention key element among the described S4;
The concern of described intention and interest index
The present invention be by allowing in the ad content some element that the people produces cognitive effect as the intention key element, and pays close attention to calculating with interest Index A I value based on the intention key element, makes the cognitive effect size of intention be able to obvious differentiation; Development along with medium technique, the form of expression of intention is also more and more, the cognitive effect of the intention of different expression form also is not quite similar, the present invention divides the intention of different expression form, concern and the interest Index A I value calculating method different to the ideas put forward of different expression form have reached the purpose of shooting the arrow at the target.By the present invention, whether the publisher of advertisement can clearly understand its advertisement of issuing and produce a desired effect, and then the input of advertisement is worth does further assessment, which kind of advertisement the publisher of help advertisement determines to issue and issues in which way, thereby obtains maximum value with the cost of minimum.
Description of drawings
In order to be illustrated more clearly in the embodiment of the invention or technical scheme of the prior art, to do to introduce simply to the accompanying drawing of required use in embodiment or the description of the Prior Art below, apparently, accompanying drawing in describing below only is some embodiments of the present invention, for those of ordinary skills, under the prerequisite of not paying creative work, can also obtain other accompanying drawing according to these accompanying drawings.
Fig. 1 for the embodiment of the invention provide a kind of based on intention concern and the process flow diagram of the computing method of interest Index A I value.
Embodiment
For the purpose, technical scheme and the advantage that make the embodiment of the invention is clearer, below in conjunction with the embodiment of the invention and accompanying drawing, the technical scheme in the embodiment of the invention is clearly and completely described.Need to prove that described embodiment only is the present invention's part embodiment, rather than whole embodiment.Based on the embodiment among the present invention, those of ordinary skills belong to the scope of protection of the invention not making the every other embodiment that obtains under the creative work prerequisite.
Embodiment
As shown in Figure 1, what present embodiment provided is a kind of based on the concern of intention and the computing method of interest Index A I value, comprising:
S1: the form of expression of selecting intention.Need to prove, along with development of science and technology, medium technique is constantly development also, the form of expression of advertisement also emerges in an endless stream, the advertisement of different expression form, as preferred, present embodiment incorporates the present existing intention form of expression for including but not limited to following a few class into to its cognitive value of bringing (being that intention is paid close attention to and interest Index A I value): video intention, plane intention, web station interface intention and packing intention.
S2: the creative key element (also can be described as the intention symbol) of selecting to select among the S1 intention of the form of expression.Need to prove that advertisement can obtain consumer or popular approval or attention, key is the content that advertisement comprises.Present embodiment decomposes ad content with the form of intention key element, described intention key element namely refers to can attract in the advertisement consumer or popular some element of noting (namely can offset expense person or the popular content that produces cognitive effect), such as, be example with advertisement first, the intention key element of the ads includes but not limited to following element: the product of the advertising slogan of the mouthpiece of the LOGO of brand and product, advertisement, advertisement, advertisement, distinctive sign in the advertisement.The advertisement of different expression form can be selected different intention key elements; Also can initiatively specify some element as the intention key element of described advertisement according to people's self demand, analyze at the intention key element of these appointments then, obtain intention and pay close attention to and interest Index A I value.
S3: calculate respectively select among the S2 the attention index a of single intention key element in the creative key element, and calculate among the S1 interest index i of the intention of the selected form of expression.
S4: according to the form of expression of intention, confirm whether to calculate the attention Index A of intention and the interest index I of intention.
S5: calculate the ai value of single intention key element respectively, the attention index a that the ai value of single intention key element equals single intention key element multiply by interest index i;
S6: according to the form of expression of intention, calculate concern and the interest Index A I value of intention.
Need to prove that as preferably, present embodiment calculates attention index a and the interest index i of intention key element at the advertisement of different expression form, and whether calculate the attention Index A of intention and note index I, the computing method difference of taking.The prerequisite of doing like this is: the advertisement of different expression form, its audient's face difference, the advertisement cognitive value that produces also is not quite similar, and we can not remove to weigh the intention of the another one form of expression with the computing method of the concern of the intention of certain form of expression and interest Index A I value.
As preferably, when the intention form of expression is the video intention:
Among the described S3 attention index a of single intention key element be single intention key element watch number number percent attentively, the attention Index A of described intention is watched number number percent average attentively for the intention key element; Need to prove, herein the attention index a of single intention key element refer in the video ads first one of them of creative key element, as preferably, what people can obtain the intention key element that need calculate from the eye movement instrument watches number number percent attentively, calculates the attention Index A of intention according to the attention index a that obtains.
When interest index i sees intention key element described in the S3 for the tester among the described S4, the size of described tester's average pupil sizes, the interest index I of described intention is the big or small average of the pupil diameter of tester after having browsed all video contents.Need to prove, the size of tester's described herein average pupil sizes refers to that the tester is when browsing tested video ads, tester's pupil diameter size when seeing the intention key element that to calculate, as preferably, people can obtain described pupil diameter size from the eye movement instrument; Calculate the interest index I of intention according to the interest index i that obtains.
The concern of described intention and interest Index A I value multiply by the interest index I of intention for the attention Index A of described intention.
As preferably, when the intention form of expression is the plane intention:
The attention index a of single intention key element is the inverse between the first apparent time in single key element zone among the described S3; Need to prove that single intention key element zone refers in this billboard the zone at certain intention key element place herein; Refer to people when browsing this billboard between described first apparent time, the time of required cost when seeing the intention key element region that to calculate.As preferably, people can obtain data between the first apparent time in intention key element zone that need calculate from the eye movement instrument.Be not difficult to draw, more short between the first apparent time in intention key element zone, illustrate that then the cognition degree of consumer or popular this billboard is more high, for making convenience of calculation, as preferably, at this, the attention index a of the single intention key element of billboard is defined as the inverse between the first apparent time in intention key element zone.
Interest index i is that the number number percent of watching attentively in single intention key element zone multiply by and watches duration attentively among the described S4; Need to prove, describedly watch number number percent attentively, see in the middle of all testers that namely the number in the intention key element zone that need calculate accounts for the number percent of total tester's number; Describedly watch duration attentively and be the tester when browsing this billboard, the time length when resting on the intention key element zone that to calculate.As preferably, what people can obtain intention key element zone from the eye movement instrument watching number number percent data attentively and long data when watching attentively.
The concern of described intention and interest index
Need to prove that Σ ai is the summation of the ai value of creative key element in the formula.
As preferably, when the intention form of expression is the web station interface intention:
The attention index a of single intention key element is the inverse between the first apparent time of single key element among the described S3, and the attention Index A of described intention is the inverse between the first apparent time in described web station interface intention zone; Need to prove, similar when being billboard with the advertisement performance form, between described first apparent time for people when browsing web sites the interface advertisement, the time of required cost when seeing this intention key element, in like manner, to getting inverse between first apparent time.As preferably, between the first apparent time of the single intention key element when people can obtain the advertisement performance form and are the web station interface advertisement from the eye movement instrument, can also from the eye movement instrument, obtain between the first apparent time in described web station interface intention zone.
Interest index i is that the number number percent of watching attentively of the single intention key element of web station interface multiply by and watches duration attentively among the described S4, and the interest index I of described intention is that the number number percent of watching attentively in web station interface intention zone multiply by and watches duration attentively.Need to prove, similar when being billboard with the advertisement performance form, describedly watch number number percent attentively, namely in the middle of all testers, seen the number of the intention key element that need calculate account for the number percent of total tester's number; Describedly watch duration attentively and be the tester when browsing this web station interface advertisement, the time length when resting on the intention key element that to calculate.As preferably, what people can obtain the intention key element from the eye movement instrument watching number number percent data attentively and long data when watching attentively, and watching number number percent attentively and watching duration attentively of described web station interface intention zone can also be obtained from the eye movement instrument.
The concern of described intention and interest Index A I value multiply by the interest index I of intention for the attention Index A of described intention.
As preferably, when the intention form of expression during for the packing intention:
Among the described S3 attention index a of single intention key element be single intention key element watch number number percent attentively; Need to prove, described single intention key element watch number number percent attentively, see in the middle of all testers that namely this packing needs the number of the intention key element calculated to account for the number percent of total tester's number.As preferably, people can obtain this solid type packing and go up the intention key element and watch number number percent data attentively from the eye movement instrument.
Interest index i is the duration of watching attentively of single intention key element among the described S4; Need to prove, describedly watch duration attentively and be the tester when browsing this packaging advertisement, the time length when resting on the intention key element that to calculate.As preferably, long data when people can obtain watching attentively of intention key element in this solid type product advertising from the eye movement instrument.
The concern of described intention and interest index
Need to prove that ∑ ai is the summation of the ai value of creative key element in the formula.
Need to prove, advertisement at different expression form, present embodiment is provided with concern and the interest Index A I value that different computing method are calculated intention, for making present embodiment more understandable, at this measure one popular example, be product LOGO and product mouthpiece in this advertisement such as the intention key element of advertisement first, at first judge the form of expression of this advertisement, and then according to the advertisement performance form of judging, select the computing method of different attention index a and interest index i, calculate one of product LOGO(intention key element) a and i, and product mouthpiece's (one of intention key element) a and i; Calculate the ai value of product LOGO and product mouthpiece's ai value then respectively, will calculate this then concern and interest Index A I value of intention at last.
Need to prove, present embodiment provides a kind of method of analyzing advertisement, concrete manifestation is calculated in concern and interest Index A I value to intention, height with the cognitive value (being that intention is paid close attention to and interest Index A I value) that helps masses or the publisher of advertisement to judge this advertisement to bring to the people, be not difficult to find out, since be that advertisement is analyzed, requisite is to choose the tester, the preferred S7 of present embodiment: select the tester.Described S7 be not represent that this enforcement provides a kind of based on intention concern and the final step of the computing method of interest Index A I value.When certain advertisement is analyzed, in the time that S7 need being used, all can call S7.
Present embodiment be by allowing in the ad content some element that the people produces cognitive effect as the intention key element, and the intention key element is paid close attention to calculating with interest Index A I value, makes the size of the cognitive effect of advertisement be able to obvious differentiation; Development along with medium technique, the form of expression of advertisement is also more and more, the cognitive effect of different expression form advertisement also is not quite similar, the present invention divides the advertisement of different expression form, advertisement to different expression form proposes different concern and interest Index A I value calculating method, has reached the purpose of shooting the arrow at the target.Pass through present embodiment, whether the publisher of advertisement can clearly understand its advertisement of issuing and produce a desired effect, and then the input of advertisement is worth does further assessment, which kind of advertisement the publisher of help advertisement determines to issue and issues in which way, thereby obtains maximum value with the cost of minimum.
The above embodiment has only expressed one embodiment of the present invention, and it describes comparatively concrete and detailed, but can not therefore be interpreted as the restriction to claim of the present invention.Should be pointed out that for the person of ordinary skill of the art without departing from the inventive concept of the premise, can also make some distortion and improvement, these all belong to protection scope of the present invention.Therefore, the protection domain of patent of the present invention should be as the criterion with claims.
Claims (7)
1. one kind based on the concern of intention and the computing method of interest Index A I value, it is characterized in that, comprising:
S1: the form of expression of selecting intention;
S2: the creative key element of selecting to select among the S1 intention of the form of expression;
S3: calculate respectively select among the S2 the attention index a of single intention key element in the creative key element, and calculate among the S1 interest index i of the intention of the selected form of expression;
S4: according to the form of expression of intention, confirm whether to calculate the attention Index A of intention and the interest index I of intention;
S5: calculate the ai value of single intention key element respectively, the attention index a that the ai value of single intention key element equals single intention key element multiply by interest index i;
S6: according to the form of expression of intention, calculate concern and the interest Index A I value of intention.
2. according to claim 1ly it is characterized in that based on the concern of intention and the computing method of interest Index A I value, also comprise:
S7: select the tester.
3. according to claim 2 based on the concern of intention and the computing method of interest Index A I value, it is characterized in that the intention form of expression among the described S1 comprises: video intention, plane intention, web station interface intention and packing intention.
4. according to claim 3ly it is characterized in that based on the concern of intention and the computing method of interest Index A I value, when the intention form of expression is the video intention:
Among the described S3 attention index a of single intention key element be single intention key element watch number number percent attentively, the attention Index A of described intention is watched number number percent average attentively for the intention key element;
When interest index i sees intention key element described in the S3 for the tester among the described S4, the size of described tester's average pupil sizes, the interest index I of described intention is the pupil diameter size average of tester in watching whole piece video process;
The concern of described intention and interest Index A I value multiply by the interest index I of intention for the attention Index A of described intention.
5. according to claim 3ly it is characterized in that based on the concern of intention and the computing method of interest Index A I value, when the intention form of expression is the plane intention:
The attention index a of single intention key element is the inverse between the first apparent time of single intention key element among the described S3;
Interest index i is that the number number percent of watching attentively of single intention key element multiply by and watches duration attentively among the described S4;
The concern of described intention and interest index
6. according to claim 3ly it is characterized in that based on the concern of intention and the computing method of interest Index A I value, when the intention form of expression is the web station interface intention:
The attention index a of single intention key element is the inverse between the first apparent time of the single intention key element of web station interface among the described S3, and the attention Index A of described intention is the inverse between the first apparent time in described web station interface intention zone;
Interest index i is that the number number percent of watching attentively of the single intention key element of web station interface multiply by and watches duration attentively among the described S4, and the interest index I of described intention is that the number number percent of watching attentively in web station interface intention zone multiply by and watches duration attentively;
The concern of described intention and interest Index A I value multiply by the interest index I of intention for the attention Index A of described intention.
7. according to claim 3ly it is characterized in that based on the concern of intention and the computing method of interest Index A I value, when the intention form of expression during for the packing intention:
Among the described S3 attention index a of single intention key element be single intention key element watch number number percent attentively;
Interest index i is the duration of watching attentively of single intention key element among the described S4;
The concern of described intention and interest index
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| Application Number | Priority Date | Filing Date | Title |
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| CN201310049143.7A CN103198416B (en) | 2013-02-07 | 2013-02-07 | A kind of concern based on intention and the computational methods of interest Index A I value |
| CN201610671362.2A CN106296296A (en) | 2013-02-07 | 2013-02-07 | A kind of concern based on intention and the computational methods of interest Index A I value |
| CN201610671363.7A CN106296297A (en) | 2013-02-07 | 2013-02-07 | A kind of concern based on intention and the computational methods of interest Index A I value |
| CN201610670685.XA CN106296295A (en) | 2013-02-07 | 2013-02-07 | A kind of concern based on intention and the computational methods of interest Index A I value |
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| CN201610670685.XA Division CN106296295A (en) | 2013-02-07 | 2013-02-07 | A kind of concern based on intention and the computational methods of interest Index A I value |
| CN201610671362.2A Division CN106296296A (en) | 2013-02-07 | 2013-02-07 | A kind of concern based on intention and the computational methods of interest Index A I value |
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| CN110704292A (en) * | 2019-10-15 | 2020-01-17 | 中国人民解放军海军大连舰艇学院 | Evaluation method for display control interface design |
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Cited By (1)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| CN110704292A (en) * | 2019-10-15 | 2020-01-17 | 中国人民解放军海军大连舰艇学院 | Evaluation method for display control interface design |
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| CN106296296A (en) | 2017-01-04 |
| CN106296297A (en) | 2017-01-04 |
| CN103198416B (en) | 2016-09-14 |
| CN106296295A (en) | 2017-01-04 |
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