Expert System for Product-Advertising-Strategy Development

Abstract

This article discusses key issues in designing and implementing an expert system for product advertising strategy development ESPASD. The expert system is able to select suitable media, to design an advertising program, and to guide advertising creative strategy development within the available budget. Knowledge is collected from experts, practitioners, and published materials through systematic knowledge acquisition. Rules are designed to represent relations among parameters. A certainty factor is used to resolve uncertain information. The rules, parameters, and variables are packed into a frame-tree knowledge representation. Conclusions are inferred through forward and backward reasoning using a tree search with the pruning control strategy. The system is applied to a dairy product industry case using an expert system shell.