An Intelligent Method for Forming the Advertising Content of Higher Education Institutions Based on Semantic Analysis

Abstract

AbstractAdvertising is a unique socio-cultural phenomenon: its formation is due to social, psychological, linguistic factors, features of the “aesthetic consciousness” of society and its cultural traditions. Advertising text – a special kind of text, it is a carrier and expression of information. It is important that the text is interesting to the desired audience, and it can be formed by methods of text semantic analysis and highlight the keywords on the basis of which advertising content can be generated. In this regard, it is developed an intelligent method of advertising content forming of higher education institutions on the semantic analysis basis and thus advertising manager can generate advertising content. The implementation of the method was carried out on the basis of a survey of “Computer Science” students regarding admission. Semantic analysis of documents based on LSA and LDA-method is performed. The results show that more than six keywords are present in document 0, based on the LSA method – 66%. Based on the LDA method, the vast majority of keywords are presented in document 2 – 82%. Based on the obtained keywords, the LSA and LDA methods created content for advertising of higher education institutions. The effectiveness of the generated advertising content on the basis of LSA and LDA-method was compared, a comparative experiment was conducted on Facebook on the business page “Computer Science of ZUNU”. By effectiveness comparing results of generated advertising content, the effectiveness of the ad increased by 44% and the price for the result decreased by 31%.KeywordsData analysisAdvertising contentSemantic analysisHigher education institutionsFacebook