"The Influence of Prompting the Remaining Duration of Embedded Commercials in TV Program on Commercial Exposure and Recall" AND "An AHP Based Decision Making System for Government Investment"




Presentation One: Prof. Ruifeng Yu -- The influence of prompting the remaining duration of embedded commercials in TV program on commercial exposure and recall 

Much research focused on the commercial exposure and recall in the situation that viewers do not know the exact duration of commercial break. This study is the first one to investigate the influence of prompting the remaining time of embedded commercials in TV programs on commercial exposure and recall; and the interactions between the length of commercial break, the advertisement number in the break and the prompt type that influence the commercial exposure. When viewers know the exact duration of the commercial break, there are no differences in their commercial exposure irrespective of whether any prompt is used or not. Compared with no prompt, either prompting the remaining time or advertisement number of commercial break in the form of duration countdown can enhance viewers’ commercial memory when their commercial exposure keeps unchanged. These findings provide evidence that prompting the remaining time during commercial break influences viewers’ commercial exposure and recall.
Dr. Ruifeng Yu
Dr. Ruifeng Yu is an associate professor at Industrial Engineering department of Tsinghua University in Beijing, China. His research interests include consumer behavior, consumer judgment and decision making, advertising, human factors (ergonomics), cultural differences. He received the B.S. in mechanical engineering and M.S. in management engineering from Tianjin University, and Ph.D. degrees in management science and engineering from Tsinghua University. He has published more than 20 papers in local and international journals.
Presentation Two: Prof. Ming Yu -- An AHP_based decision making system for Government investment
Investment on technology and new product is always a complex task for both industrial and government. Usually, this task would be carried nearly every year and becomes annually fair for officers and managers. This requires the decision making for such investments could be easy and effective, and as much as rationally. The rationality and correctness of the decision depending highly on a good methodology. AHP is a well known method for decision making but requires lots data process. Applying IT into this field will be very helpful. This research targets on the development for the decision making system. It involved work from establishing evaluation index system, developing algorithm for AHP, design the process for evaluation, and finally to setting up a methodology for implementation. A website is finally set up which integrates all related aspects into one system.
Dr. Ming Yu
Dr. Ming Yu is current an associate professor of the Department of Industrial Engineering, Tsinghua University, Beijing, China. He got his Ph.D. degree at National University of Ireland, Galway in June 2000. He got his both Master and Bachelor degree of Mechanical Engineering at the Department of Precision Instrument and Mechanical Engineering, Tsinghua University separately in 1986 and 1983. He shares also the titles of senior member of Society of Chinese Mechanical Engineering and the member of Institute of Engineering, Ireland. His research areas are enterprise integration, business information management, system apprise and decision making support, system engineering, etc.
Contact information:
Ting Li