Abstract
In Japan, where economic disparity is widening due to the increase in the number of single parents, the increase in the number of non-regular employees, and the impact of the spread of new coronavirus infection, purchase intentions for specific products are declining. This is due to TV advertising, and the failure of TV advertisers to create TV ads that match the interests of individual consumers. Although viewing intention for TV ads is decreasing, viewing intention for TV ads that match individual consumer interests is significantly higher. However, from the perspective of TV ad creators, it is time-consuming to create TV ads that match the interests of individual consumers, and they have not been able to create such TV ads. In this study, we investigated the effects of TV ads on purchase intention for each individual attribute of consumers who watch TV ads and found a targeting aid for creating TV ads that match the interests of individual consumers.
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Aguni, S., Asahi, Y. (2024). Characteristics and Relationships of Consumer Individual Demographics Regarding TV Commercial Advertising Effectiveness. In: Mori, H., Asahi, Y. (eds) Human Interface and the Management of Information. HCII 2024. Lecture Notes in Computer Science, vol 14691. Springer, Cham. https://doi.org/10.1007/978-3-031-60125-5_11
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DOI: https://doi.org/10.1007/978-3-031-60125-5_11
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