Applying a context-sensitivity approach to increase fast food advertising usefulness

Abstract

Companies spend too much money on advertising in order to improve their sales. However, the ratio between investment and effective sales is low. Increasing the usefulness of provided ads and discount coupons is an ongoing challenge in advertising. This paper introduces our ongoing research about how (or if) context awareness can improve the usefulness of fast food discount coupons in an ubiquitous advertisement environment. We intent to conceptualize context for the domain, elaborate a model context that takes into account not just the relevance of each contextual element, but the strenght of the relations between contextual elements (that we call “contextual synergy”), and perform an experiment to measure the possible gain.