A Study on Spreading of Advertising Effects in Cross Media Environment by Constructive Approach

2011 Fiscal Year Final Research Report

• Project/Area Number: 21510161
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Single-year Grants
• Section: 一般
• Research Field: Social systems engineering/Safety system
• Research Institution: Takushoku University
• Principal Investigator: KITANAKA Hideaki 拓殖大学, 商学部, 教授 (20297089)
• Project Period (FY): 2007 – 2011
• Keywords: マーケティング

Research Abstract

Advertising effects of firms' advertising activities are mainly spread via traditional four mass media : newspaper, radio, magazine, and television. In addition, internet advertising, blogs, and social network services(SNS) also play significant role in spreading advertising effects today. This study aims to clarify the mechanism of how advertising effects are spread in the cross media environment using agent based approach(ABA).

Research Products

• [Presentation] TV広告の突発的な現象が広告想起に与えた影響 (2011)
  • Author(s): 木戸茂、北中英明、鈴木暁、中村仁也、小川孔輔
  • Organizer: 日本マーケティング・サイエンス学会第90回研究大会
  • Year and Date: 2011-12-03
• [Presentation] How Soon Consumers forget Advertising Messages?: A Study of the impact of TV Advertisements' Blank Period due to the 2011 Tsunami and Consumers' Recall of TV Commercials (2011)
  • Author(s): Hideaki Kitanaka, Kido Shigeru, Suzuki Akira and Jinya Nakamura
  • Organizer: Decision Sciences Institute 2011 Annual Meeting
  • Place of Presentation: Boston, USA
  • Year and Date: 2011-11-21
• [Presentation] 外的要因によるテレビ広告出稿量の減少と生活者の広告想起について (2011)
  • Author(s): 北中英明、鈴木暁、木戸茂、中村仁也
  • Organizer: 経営情報学会2011年秋季全国研究発表大会予稿集
  • Year and Date: 2011-10-30
• [Presentation] MASによる広告伝播モデル研究<3>～広告想起にいたる広告接触回数分布の組み込み～ (2011)
  • Author(s): 鈴木暁・木戸茂・中村仁也・北中英明
  • Organizer: 日本マーケティング・サイエンス学会第89回研究大会
  • Year and Date: 2011-06-19
• [Presentation] 消費者間相互作用のPR効果が消費者のブランド購買考慮に及ぼす影響について (2010)
  • Author(s): 北中英明
  • Organizer: 拓殖大学経営経理研究
  • Year and Date: 20101200
• [Presentation] 情報の受発信メカニズムを組み込んだMulti-Agent-Systemによる広告伝播モデル (2010)
  • Author(s): 中村仁也・木戸茂・鈴木暁・北中英明
  • Organizer: 日本マーケティング・サイエンス学会第88回研究大会
  • Year and Date: 2010-11-27
• [Presentation] A study on How Consumers' Receive and Send Products' Information under the Multiple Communication Media Environment (2010)
  • Author(s): Hideaki Kitanaka, Kido Shigeru, Suzuki Akira and Jinya Nakamura
  • Organizer: Decision Sciences Institute 2010 Annual Meeting
  • Place of Presentation: San Diego, USA
  • Year and Date: 2010-11-21
• [Presentation] 生活者の対面コミュニケーションにより生成されるソーシャル・インフルエンスについての一考察 (2010)
  • Author(s): 北中英明・木戸茂・鈴木暁・中村仁也
  • Organizer: 経営情報学会2010年秋期全国研究発表大会予稿集
  • Year and Date: 2010-11-06
• [Presentation] A Study on Products' Information Spread to Consumers and Three Communication Modes (2010)
  • Author(s): Hideaki Kitanaka, Kido Shigeru, Suzuki Akira and Jinya Nakamura
  • Organizer: 2010 INFORMS Marketing Science
  • Place of Presentation: Conference, Koeln
  • Year and Date: 2010-06-17
• [Presentation] 個人の情報発信行動に影響する要因についての考察 (2010)
  • Author(s): 北中英明・木戸茂・鈴木暁・中村仁也
  • Organizer: 経営情報学会2010年春期全国研究発表大会予稿集
  • Year and Date: 2010-06-05
• [Presentation] 消費者の広告想起と購買意図の形成における消費者間相互作用の影響について (2009)
  • Author(s): 北中英明・木戸茂・鈴木暁・中村仁也
  • Organizer: 日本マーケティング・サイエンス学会第86回研究大会
  • Year and Date: 20091200
• [Presentation] A Study on the Effect of WOM Communication Under Crossmedia Advertising (2009)
  • Author(s): Hideaki Kitanaka
  • Organizer: Decision Sciences Institute 2009 Annual Meeting
  • Place of Presentation: New Orleans, USA
  • Year and Date: 20091100
• [Presentation] The PR Effect of Consumers' Interaction and its Impact on Consumers' Brand Consideration (2009)
  • Author(s): Hideaki Kitanaka, Kido Shigeru, Suzuki Akira and Jinya Nakamura
  • Organizer: COMPLEX 2009
  • Place of Presentation: Tokyo
  • Year and Date: 20091100
• [Book] 「広告計画モデルの歴史」「広告効果のシミュレーション・モデル」、『広告効果の科学』 (2009)
  • Author(s): 北中英明・木戸茂、ビデオリサーチ
  • Total Pages: 253-278
  • Publisher: 日本経済新聞出版社