Expert System for Product-Advertising-Strategy Development

Article type: Research Article

Authors: Marimin, | Eriyatno, | Muktirizka, Sri Ainin | Tamura, Hiroyuki

Affiliations: Department of Systems Engineering, Faculty of Engineering Science, Osaka University, Toyonaka, Osaka 560, Japan | Department of Industrial Technology, Faculty of Agricultural Technology, Bogor Agricultural University, Indonesia

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.

DOI: 10.3233/IFS-1995-3201

Journal: Journal of Intelligent and Fuzzy Systems, vol. 3, no. 2, pp. 107-116, 1995