Cognitive Strategic Media Planning in Self-Co Evolving Markets

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This document summarizes a presentation on cognitive strategic media planning in self-evolving markets. It discusses topics like market ontology, consumption modes, the consumer perspective, cognitive marketing, cognitive biases, and introduces the Adsumer model and concept of AdPilots for media planning.

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Cognitive Strategic Media Planning in Self-Co Evolving Markets Yasir Karam [email_address] School of computing and mathematical sciences Liverpool John Moores University 23 July 2006

Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Market Ontology ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Market Ontology ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Cognitive Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Cognitive Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Advertising Media Lifecycle Ad Media Media Planner Media Buyer Advertiser Media Publisher Media Broadcaster Media Consumer

Cognitive Biases ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Ad Media Planning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Market Ontology -cont ,[object Object],Bandwagon effect Informative bias Selective perception Confirmation bias Cognitive Dissonance Cognitive Biases

Information processing in cognitive architecture

Retail Marketing Funnel ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Metrics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Adsumer Model Cognitive Message Plans Credibility Counter Desires Beliefs Intentions

Swarm Characteristics Entities share common goal Local Interactions Self Organization Autonomy of units Stigmergy Simple rules or units Distributed Large number or efficient size Pulsing of force Flexible and robust Entities share common goal Local Interactions Self Organization Autonomy of units Stigmergy Simple rules or units Distributed Large number or efficient size Pulsing of force Flexible and robust Entities share common goal Local Interactions Self Organization Autonomy of units Stigmergy Simple rules or units Distributed Large number or efficient size Pulsing of force Flexible and robust Swarming

Particle Swarm Optimization ,[object Object],[object Object],Global optimum

2 4 6 8 10 12 Miles to reach Food AdPilots and Consumers Community Place of Food AdPilot AdPilot AdPilot AdPilot AdPilot AdPilot AdPilot AdPilot AdPilot AdPilot AdPilot AdPilot AdPilot

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Cognitive Strategic Media Planning in Self-Co Evolving Markets

1. Cognitive Strategic Media Planning in Self-Co Evolving Markets Yasir Karam [email_address] School of computing and mathematical sciences Liverpool John Moores University 23 July 2006

7. Direct Marketing

8. Advertising Media Lifecycle Ad Media Media Planner Media Buyer Advertiser Media Publisher Media Broadcaster Media Consumer

10.

11.

12. Beliefs-Desires-Intentions Model

13. Theory of planned behavior

14. Information processing in cognitive architecture

15. Retail Marketing Funnel

16.

17.

18. Media Planning Lifecycle

19. Adsumer Model Cognitive Message Plans Credibility Counter Desires Beliefs Intentions

20. AdPilot Mission Vision

21. Swarm Characteristics Entities share common goal Local Interactions Self Organization Autonomy of units Stigmergy Simple rules or units Distributed Large number or efficient size Pulsing of force Flexible and robust Entities share common goal Local Interactions Self Organization Autonomy of units Stigmergy Simple rules or units Distributed Large number or efficient size Pulsing of force Flexible and robust Entities share common goal Local Interactions Self Organization Autonomy of units Stigmergy Simple rules or units Distributed Large number or efficient size Pulsing of force Flexible and robust Swarming

22.

23. 2 4 6 8 10 12 Miles to reach Food AdPilots and Consumers Community Place of Food AdPilot AdPilot AdPilot AdPilot AdPilot AdPilot AdPilot AdPilot AdPilot AdPilot AdPilot AdPilot AdPilot

24. Model Overview

25. Q & A

Cognitive Strategic Media Planning in Self-Co Evolving Markets

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