Toward Network Advertisement Database Management System

Aihong Liu School of Information Technology

Jiangxi University of Finance & Economics Nanchang 330013, China

Liuah@126.com

Abstract—As the network advertisement has been developing widely, the problems, such as the fraudulent advertisements and compulsive promotions are presented, which has caused the trust of the public for advertisements to lose unceasingly and the advertisement effect to be weaken gradually. The paper proposals a scheme solving of network advertisement database management system. In the proposed NADBMS, B/S structure is adopted. The system design composes of three parts: the design of system structure, the design of system database, and the implementation of system module. The design of system structure includes: member registration module, network advertisement management module, commodity evaluation module, commodity inquiry module, statistics, and analysis survey module, background manage module and so on. The design of system database comprises data construction of the system and the design of the construction of data base. Adopting this way to manage network advertisement, the issues, such as fraudulent advertisements and compulsive promotions, are effectively resolved by commodities evaluation and active searching. This paper discusses developing trends of network advertisement.

Keywords-network advertisement; Database Management System; B/S structure

I. INTRODUCTION Network advertisement is a kind of advertisement form,

which takes the communication network as advertisement media, adopts multimedia technology to design. With the rapid development of Internet, network advertisement also obtains great development. In 2007, the network advertisement marketplace scale in China reached 7,623,000,000 Yuan RMB. Network advertisement, together with magazine and broadcast, it has already become one of the biggest advertisement mediums.

However, there are also several problems in network ad. Fraudulent advertisement is one of the severest problems. There are three main reasons for false advertisement. Firstly, for realizing the propose of vendition of serving businessman, whether traditional advertisement or network advertisement didn’t simply tell consumer commodities information, but persuade consumer even induce customer. So, by this way Advertisements make commodities information more asymmetric. Secondly, because of lacking criterion and law of the network advertisement leads to the advertisement administrative department have no statute to secundum. Being

short of operation rule in practice, law enforcement department does not enforce the law as well. Filling the sky with advertisement of false ad, in a word misleading, cheating has badly injured the trust of the public for advertisements. Reasons above make reality of network advertisement lose and plunge marketplace of network advertisement into chaos [1].finally, transferring network information has no restriction of the country and the region, and besides the internet belongs to the high technology intermediary at the same time. The network advertisement's verification and the surveillance need the essential monitoring facilities and the technical personnel. But at present, our country administration of industry and commerce branch is short of these equipments, the technology strength and experience of handling these problems commonly. Compulsive promotion is another problem of network advertisement. Up till now, network advertisement has been enormously affected by the pattern of traditional advertisement. In traditional advertisement, advertisers who were in compulsive and active position instilled advertisement information into target audience. And target audience has no choice to choose advertisement information on demand. When issuing network advertisement, Most of advertisers have continued to use the thought of traditional advertisement. Advertisers spread advertisement based on the thought which propagators were in the centre. They compelled target audience show solicitude for advertisements by technology regardless of desire of audience and effect of advertisements [2]. In other words, they compulsively attracted attention of network audience [3]. Not only did this mandatory advertisement strategy reveal immorality of network advertisement, but also give prominence to high convergence of the profit pattern of websites. The network advertisement database management system (NADBMS) can efficiently solve these issues, because the consumer can understand the authenticity of advertisements by commodities evaluation in NADBMS. Secondly, the consumer can actively search the advertisements on demand, which resolve the issue of compulsive promotions.

II. DESIGN OF SYSTEM STRUCTURE The technology that network advertisement adopts

nowadays is mainly: Static HTML page, static photograph, flash, JavaScript, DHTML etc. The system realizes the

The 1st International Conference on Information Science and Engineering (ICISE2009)

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function of the network advertise largely depends on database. And in the NADBMS, B/S structure is adopted. User can browse and use the whole system by Internet browser. The system adopts design of module structure, which includes: member registration module, network advertisement management module, commodity evaluation module, commodity inquiry module, statistics, analysis and survey module, background manage module.

Member registration module: this module accomplishes registration and login function of consumer. Each of new users can become a new member by registration, and every member also can enter into the system by logging on. The module provides a basis for other modules, such as commodity inquiry module, statistics, analysis and survey module.

Network advertisement management module: the functions, such as adding, modifying, deleting, are realized by the module. And it composed of three sub modules: text advertisement management, photo advertisement management, video advertisement management. This module is the most important module of NADBMS.

Commodity evaluation module: consumers can evaluate the commodities that they have bought in the module. Not only can members judge the commodities, but also communicate with each other. The module is a very important module of correcting false advertisement.

Commodity inquiry module: the module implements the function of searching commodity information. Users can query multifarious information of advertisement and abundant information of appraisement of consumers. The module efficiently solves the problem of compulsive promotions of network advertisement.

Statistics, analysis and survey module: the module has several functions deal with various statistics and analysis, such as statistic analysis of vendition, statistic analysis of fee etc.

Background manage module: the diversified functions of backstage management are implemented in the module which includes member management sub module, advertiser management sub module etc. It is designed for administrators. The design of the functions of the module is more perfect, the works of system management are easier and more convenient.

III. DESIGN OF SYSTEM DATABASE The design of database generally abides by New Orleans

method. It divides process of the design into 4 stages such as requirements analysis (analyzing demand of the consumer), the design of conceptive structure (analysis and definition of information), the design of logical structure (design and implement) and the design of physical structure (the design of physical database structure). The stage of requirements analysis, collecting, analyzing and trimming information provides sufficient information for every follow-up stage. Synthesizing and inducing the conclusions of the first stage form a conceptual model which apart from idiographic DBMS in the second stage. Changing the consequence of the conceptive design into a data model and optimizing it are accomplished in the design of logic structure, which is supported by one idiographic DBMS. In the end, selecting a

physical database structure which suit application circumstance perfectly is the last stage of the design of database [4].

The system mainly includes member database, advertisement database, photograph database, commodity evaluation database and statistics analysis survey database. Member database consists of member table, table of record of member activity, table of accumulate points. Advertisement database is composed of advertisement information table, advertisement category table and Advertisement forms table. Photograph database comprises photo information table, photo category table and video information table. Commodity evaluation database has an evaluation table and statistics analysis survey database holds investigation information table. The structure of each database as follows:

Member database: Member table (member id, password, member grade,

profession, age, area) Table of record of member activity (id, member id, logging

time, times of logging, key, function being used) Table of accumulate points (member id, accumulate points

each time, reason) Advertisement database: Advertisement information table (advertisement id,

advertisement category id, advertisement form id, name of advertisement, name of commodity, group of photo id, group of dynamic picture id, group of video id, term of advertisement)

Advertisement category table (advertisement category id, name of advertisement category)

Advertisement forms table (video id, video name, address of video, time of upload)

Commodity evaluation database: Evaluation table (user id, user name, advertisement id,

name of advertisement, level of evaluation, comment, time of evaluation)

Statistics analysis survey database: Investigation information table (investigation id,

investigation name, content of investigation, number of investigation items, group of investigation)

IV. IMPLEMENTATION OF MODULES Member registration module (Fig.1): The module includes member registration sub module and

member login sub module. New user can be a member by registering in this module, and then, enjoy the services which the system provides. The new consumer fills out his information first, such as member id, password, profession etc. And the system will judge whether member id is repeated. If not repeating, the new user is being a new member, otherwise he needs filling again. The system will validate the member’s information when a member logging in the system by member login sub module. At first, the system checks Verify Code, and then validates his password, enters into the system successfully lastly.

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Fig.1. Member registration module

Fig.2.Network advertisement management module

Network advertisement management module (Fig.2): The module mainly includes three sub modules, such as

text advertisement management, photo management and video management. Flow char of network advertisement management is described in Fig. 2. Firstly the Administrator who has the right to manage advertisement enters into the system, and chooses one of the three functions, such as adding, deleting and modifying. The sequent steps as follows:

Adding advertisement: the administrator adds videos in video management sub module if the new advertisement being added needs videos, and then the system will ask whether the advertisement needs photos. If needed, the system enters into photo management sub module, otherwise directly adding text advertisement in text advertisement sub module.

Modifying advertisement: these steps are similar to Adding advertisement. Firstly the administrator modifies the video if the advertisement has videos and needs modifying. Then, the photos are modified in photo management sub module. Revamping text advertisement is the last step.

Deleting advertisement: It has hardly same processes as adding advertisement.

Each of sub modules has three functions, such as adding, modifying and deleting.

Commodity evaluation module:

The members can score interrelated information of commodity, such as quality etc, by the module. And, in this module, members also can communicate conditions of commodity being used with each other. Functions of this module can insure advertisements against falsehood. The implements of the module are easier than the others. Firstly, members log on to the system, and fill out the information of commodity evaluation, then submit the form. Secondly, the system puts the information into database, and show the information to the members at last.

Commodity inquiry module (Fig.3):

Fig.3. Commodity inquiry module

Register

Input Information

Is Member ID Repeat?

Success

N

Y

Login

Is Password Wrong?

Success

N

Y

Verify Code Wrong? Y

N

Input Combination of Query Conditions

Is Inquiry in Result?

Show Various Information of Commodity

N

Y

Is Inquiry Again? Y

N

Administrator Login

Delete Modify Add

Advertisement Management

Have Video?

N

Y

Y

N Video

Management (Delete)

Have Photo?

Photo Management

(Delete)

Text Management

(Delete)

Have Video?

N

Y

Y

N Video

Management (Modify)

Have Photo?

Photo Management

(Modify)

Text Management

(Modify)

Have Video?

N

Y

Y

N Video

Management(Add)

Have Photo?

Photo Management

(Add)

Text Management

(Add)

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Whether members or not can query the information of

commodities which they need by this module. The consumer input the conditions, such as commodity name, commodity purpose and price of commodity etc, into the interface which the module provide, and executes the function of query. If he doesn’t found the information which he wants, he can do it again based on the result of previous query or not. The users can query information of commodity until they found what they want. And the system will record the something which users have done.

Statistics, analysis and survey module (Fig 4):

Fig.4. Statistics, analysis and survey module: The module provides advertisers with the services of query

and statistics which can offer support for advertising launching decision and statistics. And it includes: Statistics of members of query advertisement, Statistics of members of bought commodities, Statistic analysis of vendition and Statistic analysis of fee. Each of statistics produces intuitionistic diagram which is convenient to advertisers. Calculating the information of commodities which members queried is the function of Statistics of members of query advertisement. And this function is convenient to advertisement when they want to know which user groups their commodities has attacted. The function of statistics of members of bought commodities is computing the information of members who bought commodities. The function redounds to advertisers who want to know their user groups. Statistic analysis of vendition accomplishes counting the information of the commodity’s sale condition and analyzing need of various area and age. It provides basis for advertiser to make decision and help to forecast outstanding achievement in the

future. Statistic analysis of fee mainly calculates information of expenditure. And it can be conducive to count the Input-Output Radio and provide a basis for the expenditure of advertisement launch.

Background manage module: The module contains member management sub module,

commodity inquiry management sub module, charge management sub module and advertiser management sub module etc. Member management sub module has several functions, such as adding, modifying, querying, deleting etc. The information of commodity inquiry can be added, deleted, modified and queried in commodity inquiry management sub module, and when administrators modifies the information he must give one reason at least, so does deleting the information. Charging management sub module implements and charging operation of various advertisements. Firstly, the administrator sets some basic parameters, such as charge of each video advertisement, charge of each dynamic picture advertisement etc. And then he can calculate the charge according to content, category and time of the advertisement. Finally, advertiser management sub module has some functions such as adding, modifying, deleting and querying information of advertisers.

V. CONCLUSION The paper not only introduces the new form of network

advertisement: NADBMS, but also designs and implements it. This system stores network advertisement in database and it solves two problems, i.e., compulsive promotion of network advertisement and fraudulent advertisements. At the same time, the system leads to easier management and less cost. The future work is to increase intelligence and customization.

REFERENCES [1] Huang Yinxin, Xie Dan. Study on the Situation and Prospect of Chinese

Network Advertisement and Development Measures. Journalistic University, February 2006

[2] Shen Fan, Wang Jing. “Development Direction of Web Advertising Viewed from the Combat between Senders and Media Users,” Journal of Nanjing University of Posts and Telecommunications (Social Science), January 2007.

[3] Zhou jun. “Internet advertisement based on audience's interactivity,” Journal of International Communication. May 2004.

[4] Sa ShiXuan, Wang Shan. An Introduction to Database Systems [M]. Beijing higher education press, 2000.

Administrator Login

Statistics of Members of

Query Advertisement

Statistics of Members of

Brought Commodities

Statistic Analysis

of Vendition

Statistic Analysis of Fee

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