Burke, Raymond R.; Rangaswamy, Arvind; Wind, Jerry; … - In: Marketing Science 9 (1990) 3, pp. 212-229
. These tools, when combined with problem-solving knowledge from a specific domain, can be used to create expert systems. This … problem-solving knowledge is incomplete. One such problem in marketing is advertising design. In this paper, we describe the … highlights the assembly of ADCAD's knowledge base of ad design heuristics from multiple sources of published research and …