JP2001265904A - System and method for examining advertisement representation - Google Patents

Abstract

PROBLEM TO BE SOLVED: To provide an advertisement representation examination system capable of quickly performing summing-up and also preventing the bias of answer due to the enumeration sequence of alternatives. SOLUTION: This advertisement representation examination system displays a prescribed advertisement by an advertisement displaying means, presents a question item about content expressed by the advertisement by a question item presenting means, and displays a plurality of answer candidates for the question item in a random sequence by an answer candidate displaying means. When an answer selected among the answer candidates is inputted from an inputting means, the inputted answer is stored in a storing means. The system is further provided with a summing-up means for summing-up answers stored in the storing means.

Description

DETAILED DESCRIPTION OF THE INVENTION

[0001]

The present invention relates to an advertisement expression investigation system and an advertisement expression investigation method for investigating advertisement expressions.

[0002]

2. Description of the Related Art The effect of an advertisement expression, that is, an element that stimulates a purchase intention or an influence on a brand is evaluated by a person who views the advertisement (hereinafter referred to as a “subject”).
This is performed based on impressions or the like of the advertisement.

[0003] Conventionally, data serving as a basis for evaluating the effect of an advertisement expression has been collected by a method in which a subject writes an answer on a questionnaire on which question items are posted after viewing an advertisement, and totals the answers. .

[0004]

However, the survey method using the questionnaire as described above has the following problems. That is, in order to total the answers described in the questionnaire sheet, it is necessary to manually input the data into the totalizing PC, and it took a certain time from the completion of the questionnaire to the calculation of the totaling result. In addition, the questionnaire sheet lists options that are answer candidates in advance. For this reason, if the subject is serious,
If the subject is tired and feels troublesome to answer the questionnaire, the answers listed tend to be skewed to the first listed option. was there.

[0005] Therefore, the present invention solves the above-mentioned problems, and provides an advertisement expression investigation system and an advertisement expression investigation method which can perform the tallying quickly and do not cause a bias of the answer due to the enumeration order of options. With the goal.

[0006]

An advertisement expression research system according to the present invention comprises: an advertisement display means for displaying a predetermined advertisement;
Question item presenting means for presenting a question item for the content expressed by the advertisement, answer candidate display means for displaying a plurality of answer candidates for the question item in a random order, input means for inputting an answer to the question item, and input means And storage means for storing the answer input from.

[0007] With this configuration, it is possible to input an answer to the question item from the input means and store the input answer in the storage means. As a result, the work of inputting the answer to the tallying PC becomes unnecessary, and the time for tallying can be reduced. In addition, the options that are the answer candidates for the question item are rearranged and displayed in a random order each time they are displayed, so that the bias of the answer due to the order effect can be prevented. Here, “random order” means that the order of options changes each time the option is displayed,
This means that they do not change or are not arranged in a fixed order. For example, it is realized by randomly extracting answer candidates one by one from a plurality of answer candidates prepared in advance and arranging them as options.

[0008] In the above-mentioned advertisement expression survey system, the question item presenting means may present a plurality of question items in a random order. By presenting the question items in a random order in this way, it is possible to prevent inconvenience that the answers are biased due to the presentation order of the question items.

[0009] In the above-mentioned advertisement expression research system, the advertisement display means may display a plurality of advertisements in a random order. By displaying the advertisements in random order in this way, it is possible to prevent inconvenience in which the answers are biased due to the display order of the advertisements.

[0010] In the advertisement expression research system, the advertisement display means displays an advertisement that changes with time, and the interest response input means inputs an interest response to the advertisement while the advertisement is being displayed by the advertisement display means. It may be characterized by further providing. With such a configuration, it is possible to collect data on how to be accepted for each scene in an advertisement that changes with time, such as a television commercial.

[0011] The advertisement expression survey system may be further characterized in that the system further comprises a counting means for counting the answers stored in the storage means. By providing the counting means in this way, the answers stored in the storage means can be summed smoothly.

[0012] An advertisement expression research method according to the present invention includes an advertisement display step of displaying a predetermined advertisement by an advertisement display means;
A question item presenting step of presenting question items about the content expressed by the advertisement by the question item presenting means, an answer candidate displaying step of displaying a plurality of answer candidates for the question items in a random order by the answer candidate displaying means, and a question item And an input step of inputting an answer to the input from the input means, and a storing step of storing the answer input from the input means in the storage means.

As described above, the question item for the advertisement is presented at the question item presentation stage, and the answer candidate for the question item is displayed at the answer candidate display stage. And
An answer is input in the input step, and the answer input in the answer step is stored in the storage unit. As a result, there is no need to input the data into a PC or the like for counting the answers.
The time for counting can be reduced. In addition, in the answer candidate display stage, options that are answer candidates for the question item are rearranged and displayed in a random order each time they are displayed, thereby preventing bias of answers due to an order effect.

[0014] In the advertisement expression survey method, the question item item presenting step may be characterized in that a plurality of question items are presented in a random order by the question item presenting means. By presenting the question items in a random order in the question item presentation stage in this way, it is possible to prevent inconvenience in which the answers are biased due to the presentation order of the question items.

[0015] In the advertisement expression research method, the advertisement display step may display a plurality of advertisements in a random order by the advertisement display means. By displaying advertisements in a random order in the advertisement display stage in this way, it is possible to prevent inconvenience in which answers are biased due to the display order of advertisements.

In the advertisement expression research method, in the advertisement display step, the advertisement displaying means displays an advertisement which changes with time, and allows the input means to input an interest response to the advertisement while the advertisement is being displayed. It may be characterized. In this way, by inputting an interest response that changes with time in the advertisement display stage, it is possible to collect data on how to accept each scene in an advertisement that changes with time, such as a television commercial.

[0017] The advertisement expression survey method may further include a counting step of counting the answers stored in the storing step by the counting means. Providing the aggregation stage in this way allows the answers stored in the storage stage to be aggregated smoothly.

[0018]

DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS Preferred embodiments of an advertisement expression survey system according to the present invention will be described below in detail with reference to the drawings. In the description of the drawings, the same elements will be denoted by the same reference symbols, without redundant description. Here, a television commercial (hereinafter, referred to as “CM”) will be described as an example of the advertisement.

FIG. 1 is a block diagram showing the configuration of the advertisement expression survey system 10 according to the first embodiment. As shown in FIG. 1, the advertisement expression survey system 10 of the first embodiment
A plurality of survey terminals 20 that broadcast M and present a question about the CM to obtain an answer, and each of the survey terminals 20 is connected and collects and aggregates answer data stored in each of the survey terminals 20. And an aggregation server 40.

The survey terminal 20 is used to display CM images, question items,
A monitor 23 for displaying answer candidates, a speaker 25 for outputting sound, and a keyboard 27 for inputting an answer
And a file 29 for storing the input answer as answer data, and a memory 30 for storing the processing program.
It is connected to PU21. In the memory 30, as a processing program, an advertisement display routine 31 for displaying advertisements in a random order, a question item presentation routine 33 for displaying question items in a random order, and choices of answer candidates in a random order. An answer candidate display routine 35 is included.

Next, the operation of the advertisement expression research system 10 will be described, and an embodiment of the advertisement expression research method according to the present invention will be described. FIG. 2 is a flowchart showing the operation of the advertisement expression survey system 10.

First, the research terminal 20 researches the attributes of the subject (S10). Here, the attributes of the subject include gender, age, marital calendar, occupation, and the like, and can be items for classifying the subject.

FIG. 3 is a flowchart showing an example of the subject attribute survey. The attribute survey is performed by displaying a question to the subject on the monitor 23 and inputting the answer from the keyboard 27. As shown in FIG. 3, first, a question about gender is displayed on the monitor 23, and the subject selects a gender and inputs it from the keyboard 27 (S40). In the same manner, the user is asked whether he is single or married (S42), asked about his age (S44), and asked about his occupation (S46). Next, a question is asked as to whether or not the vehicle is owned (S48).
It is determined from the input answer whether the vehicle is owned (S5).
0), if you own a car, you will be asked about the vehicle type (S52) and riding frequency (S54), and then you will be asked the next question as to whether or not you smoke, and if you do not own the car, immediately The next question as to whether or not to smoke is asked (S56). Subsequently, it is determined whether or not to smoke from the input answer (S58). When smoking is to be performed, a question about the brand (S60) and the smoking frequency (S62) is made, and then the subject attribute survey is terminated and smoking is performed. If not, the subject attribute survey ends immediately. In the present embodiment, the monitor 2 of the investigation terminal 20
Since the question is displayed at 3, the question to be displayed next can be changed according to the answer to the question as described above. Thereby, an interactive question format can be easily realized.

Next, the investigation terminal 20 investigates the CM expression (see FIG. 2). First, the survey terminal 20 broadcasts the CM on the monitor 23 and outputs its sound from the speaker 25 by the advertisement display routine 31 (S1).
2). Here, it is assumed that the first CM to be aired is a CM. The survey terminal 20 presents the question item about the CM by the question item presenting routine 33 after the CM is broadcast (S14), and subsequently displays a plurality of answer candidates for the question by the answer candidate display routine 35 (S16). At this time, the answer candidates are displayed in a random order each time they are displayed. FIGS. 4A and 4B are diagrams illustrating an example of a question item and an answer candidate for it. As can be understood from FIGS. 4A and 4B, the question item and the answer candidate options for the CM are the same, but for example, the screen display shown in FIG. Then, the screen display shown in FIG. 4B is made to the subject B, and an answer is urged. As a result, even if subjects A and B are tired and cannot afford to examine the options sufficiently, they tend to select the option described at the beginning, thereby biasing the survey results. Can be prevented from occurring.

The description will be continued with reference to FIG. After the answer candidates are displayed (S16), the subject selects an answer from the displayed answer candidates and inputs the answer from the keyboard 27 (S18). Note that the number of answers that the subject can select depends on the question item, and there are cases where one answer is requested and cases where multiple answers are possible. Then, the survey terminal 20 uses the input answer as answer data in the file 2
9 (S20), and then it is determined whether the presentation of all question items and the input of answers to the televised CM have been completed (S22). If you have other questions,
The question item is presented and the choices of the answer candidates are displayed (S1
4, S16), inputting the answer (S18), and storing the answer in the file 29 (S20) are repeated.
When all the question items are completed, the question about the CM is completed.

Here, a plurality of question items are presented in a random order. FIGS. 5A and 5B are flowcharts illustrating an example of the order of the question items. As can be understood from FIGS. 5 (a) and 5 (b), the broadcast of CM I (S
70, S75), the question items for CM i are the same for three items of X, Y, and Z. For example, as shown in FIG.
Question items are presented in the order of 1), question Y (S72), and question Z (S73), and subject B has question Y (S76), question X (S77), and question Z as shown in FIG. (S7
The question items are presented in the order of 8). Depending on the question item, the question item that was given earlier may give an answer to the answer of the subsequent question, but by randomizing the presentation order of the question items in this way, it is possible to prevent the bias of the answer due to the order effect .

The description will be continued with reference to FIG. When the question about the CM is completed, the research terminal 20 determines whether the research has been completed for all the CMs to be researched (S2).
4) If there is another CM, for example, CM B, CM C, etc., the process returns to the CM broadcasting (S12) and the above process is repeated. When the broadcasting of all the CMs and the survey have been completed, the survey on the subject ends (S26).

Here, the order in which CMs are broadcast will be described. CMs are broadcast in a random order for each subject. FIGS. 6A and 6B are flowcharts showing an example of the order of broadcasting CMs. 6 (a) and 6 (b)
Although omitted, there is a process of presenting question items and displaying answer candidates between each CM broadcast. FIG. 6 (a)
As can be understood from FIG. 6 and FIG. 6B, the CM broadcast following the subject attribute survey (S80, S85) is the CM broadcast.
A, B, and C are the same. For example, as shown in FIG. 6A, the subject A has CMs in the order of CM A (S81), CM B (S82), CM C (S83). 6 and asked for an answer to each CM.
As shown in (b), CM C (S86), CM B (S8)
7) The CMs are broadcast in the order of CMs (S88) and the answer to each CM is obtained. As described above, by randomly changing the order of broadcasting CMs for each subject, the following effects can be obtained. For example, if you look at multiple CMs for products in the same category and answer the question items for each CM, even if the impression of the first CM is fresh, you may get bored while watching some. You may be tired or tired. That is, it is not preferable because the order of the commercials affects the impression of the commercials on the subject. In the advertisement expression survey system 10 according to the present embodiment, by setting the order of CM advertisements to be random, the order effect caused by the order of CM advertisements is eliminated, thereby preventing the investigation from being unduly biased.

The description will be continued with reference to FIG. When the survey on one subject is completed, the survey terminal 20 determines whether to complete the survey (S28). If the survey is not completed, the process returns to the first subject attribute survey (S10) to repeat the above process. Investigate the next subject. When terminating the survey, the survey terminal 20 transmits the answer data stored in the file 29 to the tallying server 40 (S30). Then, the aggregation server 40 checks the survey terminal 2
When the response data transmitted from 0 is received (S32), and the response data is received from all the connected survey terminals 20, a totalizing process is performed (S34).

Next, the effects of the advertisement expression investigation system 10 and the advertisement expression investigation method of the present embodiment will be described.

First, the advertisement expression survey system 10 of the present embodiment uses the survey terminal 20 to display an advertisement to a subject, subsequently present question items and answer candidates, and input an answer. The answer is stored in the file 29 of the survey terminal 20 as answer data. Then, the response data stored in the file 29 is transmitted to the tallying server 40, and the tallying server 40 performs the tallying process.
The work of manually inputting the answer to the PC or the like can be omitted, and the time required from the end of the survey to the calculation of the total result can be reduced.

Further, as mentioned in the description of the operation of the above embodiment, the display order of answer candidates, the presentation order of question items, and the CM broadcasting order are randomized. As a result, it is possible to eliminate the bias of answers due to the order effect, and to perform an accurate survey on the advertisement expression.

Conventionally, a predetermined number of test subjects are recruited to one place, aired on a single screen and commercialized on a single screen, and a questionnaire containing questions about the commercial is prepared. Was described. On the other hand, in the present embodiment, the subject looks at the CM broadcasted on the monitor 23 of each survey terminal 20 and inputs an answer to the question item about the CM from the keyboard 27. As a result, the survey organizer can start the survey without gathering a predetermined number of people, and each subject can answer at his own pace.

Next, a second embodiment of the present invention will be described. The advertisement expression research system according to the second embodiment has the same basic configuration as the advertisement expression research system 10 according to the first embodiment, but inputs an interest response indicating the level of interest in each CM scene from the keyboard 27. It differs from the advertisement expression survey system 10 of the first embodiment in that it can be used.

The interest reaction is input from the "+" key and the "-" key of the keyboard.
The user presses the “+” key when the user is interested, and presses the “−” key when the user feels disgust. Then, the data is classified into “+”, “−”, or none of them in units of seconds and stored in the file 29. Then, by transmitting this data to the tallying server 40 and tallying the data by the tallying server 40 that has received the data,
It is possible to calculate an interest-response curve indicating in which scene of the CM the subject has strong interest and in which scene the subject loses interest.

Although the embodiments of the present invention have been described in detail, the present invention is not limited to the above embodiments.

In the above embodiment, each survey terminal 20
The tallying server 40 connected to the server has the tallying means. However, the tallying server 40 is not always necessary, and each research terminal 20 may have a tallying means. , And may be further connected to a tallying server 40 having tallying means.

Further, in the above embodiment, each survey terminal 20 transmits data to the tallying server 40 after the survey has been completed. May transmit data to the tallying server 40 every time a survey is completed for one subject. In this way, by connecting online, it is possible to count the progress during the investigation.

Further, in the above embodiment, the display order of answer candidate options, the question item presentation order, and the CM broadcasting order are all random, but it is not always necessary to make all of these three elements random. It is also possible to have an element to be displayed or presented in a certain order according to the contents of the advertisement or the question item.

In the above embodiment, the question item and the answer candidate are displayed on the monitor, and the answer is displayed on the keyboard 27.
, But the question and answer method is not limited to this. For example, a question item may be output by voice from the speaker 25, or a new microphone may be prepared and an answer may be input by voice from the microphone. This makes it possible to cope with a case where a survey is performed on a child who cannot read kanji or an elderly person who is not good at key input.

Further, each survey terminal 20 is a terminal connected to the Internet, and the counting server 40 may be provided on the web. Then, the program necessary for the survey and the CM to be investigated are downloaded from the aggregation server 40 to each investigation terminal 20, and the response data acquired by each investigation terminal 20 may be collected and aggregated in the aggregation server 40. . This makes it possible to easily conduct a survey on a large number of test subjects over a wide area in various parts of the country.

[0042]

According to the present invention, the display order of choices of answer candidates, the order of presentation of question items, the order of display of advertisements, and the like are randomized, so that the bias of answers due to the order effect is eliminated and accurate advertisement expression. A survey can be conducted.

Further, since the process from displaying an advertisement to inputting a response can be performed by the advertisement expression survey system and the response can be stored, the time from completion of the survey to totaling can be reduced. .

By inputting the degree of interest in each scene of an advertisement that changes with time as an interest response, data on how to be accepted in each scene can be collected.

[Brief description of the drawings]

FIG. 1 is a diagram illustrating a system configuration of an advertisement expression research system according to an embodiment.

FIG. 2 is a flowchart showing the operation of the advertisement expression survey system of the embodiment.

FIG. 3 is a flowchart illustrating an operation of a subject attribute survey.

FIG. 4 is a diagram showing an example of a randomized answer candidate.

FIG. 5 is a flowchart showing the order of randomized question items.

FIG. 6 is a flowchart showing an order of randomized CM broadcasting.

[Explanation of symbols]

10 ... Advertisement expression survey system, 20 ... Survey terminal, 21
... CPU, 23 ... Monitor, 25 ... Speaker, 27 ...
Keyboard, 29 ... file, 30 ... memory, 31 ...
・ Advertising display routine, 33 ... Question item presentation routine, 3
5 ... answer candidate display routine, 40 ... totaling server.

 ────────────────────────────────────────────────── ─── Continuing on the front page (72) Inventor Daiki Noda 1-11-10 Tsukiji, Chuo-ku, Tokyo Stock Company Inside Dentsu (72) Inventor Yoshifumi Nishihara 1-111-10 Tsukiji, Chuo-ku, Tokyo Stock Company Inside the company Dentsu (72) Inventor Yokohara East 4-7-17 Ginza, Chuo-ku, Tokyo Co., Ltd. Inside the company Dentsu Research (72) Inventor Hirofumi Nakaya 7-4-17 Ginza, Chuo-ku, Tokyo Co., Ltd. F-term in the research (reference) 5B049 BB49 DD01 DD03 EE02 FF03 FF04 FF06 GG09

Claims (10)

[Claims] 1. An advertisement displaying means for displaying a predetermined advertisement; a question item presenting means for presenting a question item about the content expressed by the advertisement; and an answer displaying a plurality of answer candidates for the question item in a random order. An advertisement expression survey system comprising: candidate display means; input means for inputting an answer to the question item; and storage means for storing the answer input from the input means. 2. The advertisement expression research system according to claim 1, wherein the question item presenting means presents a plurality of the question items in a random order. 3. The advertisement expression survey system according to claim 1, wherein the advertisement display unit displays a plurality of the advertisements in a random order. 4. The advertisement display means for displaying the advertisement which changes with time, and an interest response input means for inputting an interest response to the advertisement while the advertisement is being displayed by the advertisement display means. The advertisement expression survey system according to any one of claims 1 to 3, further comprising: 5. The advertisement expression survey system according to claim 1, further comprising a totaling means for totalizing the answers stored in the storage means. 6. An advertisement display step of displaying a predetermined advertisement by advertisement display means, a question item presentation step of presenting question items about contents expressed by the advertisement by question item presentation means, and a plurality of question items for the question items. Answer candidate display step of displaying answer candidates in random order by answer candidate display means; input step of inputting an answer to the question item from input means; and storing the answer input from the input means in storage means. A storage step; and a method for investigating an advertisement expression. 7. The advertisement expression research method according to claim 6, wherein in the question item item presenting step, a plurality of question items are presented in a random order by the question item presenting means. 8. The advertisement expression research method according to claim 6, wherein the advertisement display step displays a plurality of the advertisements in a random order by the advertisement display means. 9. The advertisement display step includes displaying the advertisement that changes over time by the advertisement display means,
The advertisement expression research method according to any one of claims 6 to 8, wherein an interest response to the advertisement is input to the input unit while the advertisement is displayed. 10. The advertisement expression survey method according to claim 6, further comprising a totalizing step of totalizing the answers stored in the storing step by a totaling means.