JP2012048650A - Advertisement management system, advertisement management method, and advertisement management program - Google Patents

Abstract

PROBLEM TO BE SOLVED: To effectively present accurate advertising effects corresponding to advertisement charges in accordance with an article that is an advertising medium.SOLUTION: An advertisement management system 100 is comprised of: a purchase information acquisition section 110 for acquiring information of a sold article and storing the information as purchase information; a brand value calculation section 111 for reading out the purchase information, summing up a sales result for each article at an interval of a fixed term and storing the sales result as current brand value; an advertisement charge determination section 112 for reading out data of the brand value stored in a storage section regarding an article that becomes an advertising medium by adding an advertisement to a package, determining high advertisement charges in accordance with a level of the brand value, storing the determined advertisement charges in the storage section, and transmitting information on the determined advertisement charges to a terminal 300 of an advertiser; and an advertising effect notification section 113 for receiving information on a consumer who has taken a predetermined action of consumption or resulting in consumption regarding a target to appeal an advertisement from a terminal 400 of the consumer or from a terminal 200 of a commercial facility and transmitting the received information to the terminal 200 of the advertiser.

Description

  The present invention relates to an advertisement management system, an advertisement management method, and an advertisement management program. More specifically, the present invention relates to a technology that exerts an accurate advertisement effect corresponding to an advertisement fee according to a product as an advertisement medium.

  As advertising media, in addition to mass media such as television programs and various publications, several technologies have been proposed that assume products or packages thereof. As such a technique, for example, a storage box with an advertisement display function (see Patent Document 1) in which a cardboard box or the like used in a distribution stage can be used as it is as a display box at the time of over-the-counter sales has been proposed. . In addition, on the outer surface of the outer packaging container that collectively packages one or a plurality of packaging containers (hereinafter referred to as individual packaging containers) that contain products, there is no other irrelevant to the products stored in the individual packaging containers. There has also been proposed an advertising medium (see Patent Document 2) characterized in that a printed image display unit made up of characters, figures, symbols, patterns, etc. for advertising the product is formed.

JP 1998-129749 A JP 2004-252215 A

  It can be said that merchandise displayed at stores is a useful advertising medium in that it is exposed to many consumers. However, if the relationship between the advertising medium product and the advertisement is not considered and verified in terms of advertising effectiveness and the corresponding advertising fee, the advertisement will simply be placed on the advertising medium with much exposure, and existing advertising technology There is no place to change. In addition, the seller, manufacturer, etc., of the product as an advertising medium have little merit other than acquiring advertising fee revenue, and it may be difficult to share value with the advertiser.

  Accordingly, the present invention has been made in view of the above problems, and a main object thereof is to provide a technique that exhibits an accurate advertising effect corresponding to an advertising fee according to a product as an advertising medium.

  The advertisement management system of the present invention that solves the above-described problems includes a communication unit that communicates with other devices, and information on products sold in the commercial facility from the terminal of the commercial facility via the communication unit, and a storage unit as purchase information. The purchase information acquisition unit stored in the storage unit, the purchase information stored in the storage unit is read, the sales performance of each product is totaled for a certain period, and the total sales performance value is stored as the current brand value of each product The brand value calculation unit stored in the store and the product that becomes the advertising medium by adding advertisements to the exterior, the brand value data stored in the storage unit is read, and the advertising fee is defined according to the brand value The calculated brand value or table is compared with the read brand value, the advertising fee is determined to be high according to the brand value, stored in the storage unit, and information on the determined advertising fee is passed. An advertising fee determination unit that transmits to the advertiser's terminal via the communication unit, and information on a consumer who has taken a predetermined action that may lead to consumption or consumption for the appeal target of the advertisement added to the product via the communication unit An advertisement effect notifying unit that receives from the terminal of the corresponding consumer or the terminal of the commercial facility that has become the place of the predetermined action, and transmits the information of the consumer to the advertiser's terminal via the communication unit; Features.

  In the advertisement management system, the purchase information acquisition unit transmits information on the products sold in the commercial facility and member information presented by a consumer who has purchased the corresponding product via the communication unit. It is good also as what is acquired from and stored in a memory | storage part as purchase information.

  In this case, the advertisement effect notification unit searches the purchase information using the consumer information as a key in the storage unit, and identifies which product the corresponding consumer has purchased and has taken a predetermined action on the appeal target. Then, it is preferable that the occurrence rate of the predetermined action is calculated with respect to the number of products as advertisement media, and the occurrence rate is associated with the corresponding product and the appeal target and stored in the storage unit as correlation information. Further, the advertisement management system in this case searches for the appeal target indicated by the advertiser's advertisement request with the correlation information of the storage unit, and finds a product for which the occurrence rate of the predetermined action is greater than or equal to a certain value for the relevant appeal target. It is preferable to include an advertisement medium selection unit that identifies and transmits proposal information that sets the corresponding product as an advertisement medium candidate to the advertiser's terminal via the communication unit.

  In the advertisement management system, the brand value calculation unit reads the correlation information stored in the storage unit and sets a predetermined value proportional to the magnitude of the occurrence rate indicated by the correlation information with respect to the corresponding product. A value added to the obtained sales performance value may be stored in the storage unit as the current brand value of the corresponding product.

  Further, in the advertisement management system, the purchase information acquisition unit includes, in addition to the purchase information, environmental information of at least one of a sales facility, a sales area, a sales time, and a weather at the time of the corresponding product, a communication unit It is good also as what is acquired from the terminal of a commercial facility through the store, and matches with purchase information and stores in a memory | storage part.

  In this case, the advertisement effect notification unit searches the storage unit for purchase information and environmental information associated with the consumer information using the consumer information as a key, and the corresponding consumer purchases which product in which environment. As a result, it is determined whether the predetermined action for the appeal target has occurred, the occurrence ratio of the predetermined action is calculated with respect to the number of products as advertisement media, and the occurrence ratio is associated with the corresponding product, the appeal target, and the environmental information. It is preferable to store the correlation information in the storage unit. Similarly, the advertisement medium selecting unit searches the correlation information in the storage unit for the appeal target indicated by the advertiser's advertisement request and the environment exposing the advertisement, and the environment information indicated by the corresponding environmental information regarding the relevant appeal target. If the product in which the rate of occurrence of the predetermined action is at or above a certain level is identified, the proposal information with the product as an advertising medium candidate is sent to the advertiser's terminal via the communication unit. Is preferred.

  In the advertisement management system, the storage unit may store a product used as an advertisement medium and information on an advertiser of the advertisement in association with each other. In this case, the advertisement medium selection unit monitors the brand value data of each product stored in the storage unit, and detects a product whose brand value has decreased by a predetermined ratio or more, uses the corresponding product as an advertisement medium. It is preferable that the advertiser is identified by the storage unit, and the proposal for changing the product as the advertising medium is transmitted to the advertiser's terminal via the communication unit.

  Also, in the advertisement management method of the present invention, a computer having a communication unit that communicates with another device acquires information on a product sold in a commercial facility from the terminal of the commercial facility via the communication unit and stores it as purchase information. The processing stored in the department and the purchase information stored in the storage section are read out, the sales performance of each product is totaled for a certain period, and the total sales performance value is stored in the storage section as the current brand value of each product The calculation formula or table that reads the brand value data stored in the storage unit and prescribes the advertising fee according to the level of the brand value for the processing to be performed and the product that becomes the advertising medium by adding the advertisement to the exterior Then, the read brand value is collated, the advertising fee is determined to be high according to the brand value and stored in the storage unit, and the determined advertising fee information is sent to the advertiser via the communication unit. The information transmitted to the consumer and the information of the consumer who has caused a predetermined action that may lead to consumption or consumption for the appeal target of the advertisement added to the product, the terminal of the corresponding consumer through the communication unit or the predetermined action Receiving from the terminal of the commercial facility that is the place, and transmitting the consumer information to the advertiser's terminal via the communication unit.

  Also, the advertisement management program of the present invention acquires information on products sold in a commercial facility from a terminal of the commercial facility via a communication unit and stores it as purchase information in a computer having a communication unit that communicates with other devices. The processing stored in the department and the purchase information stored in the storage section are read out, the sales performance of each product is totaled for a certain period, and the total sales performance value is stored in the storage section as the current brand value of each product The calculation formula or table that reads the brand value data stored in the storage unit and prescribes the advertising fee according to the level of the brand value for the processing to be performed and the product that becomes the advertising medium by adding the advertisement to the exterior In addition, the read brand value is collated, an advertising fee is determined to be high according to the brand value and stored in the storage unit, and information on the determined advertising fee is spread via the communication unit. The process of transmitting to the main terminal and the information of the consumer who has caused a predetermined action that may lead to consumption or consumption for the appeal target of the advertisement added to the product, the corresponding consumer terminal through the communication unit or the predetermined Receiving from the terminal of the commercial facility where the action took place, and transmitting the consumer's information to the advertiser's terminal via the communication unit.

  ADVANTAGE OF THE INVENTION According to this invention, according to the goods which are advertisement media, the exact advertisement effect corresponding to an advertisement charge can be exhibited.

It is a figure which shows schematic structure of the advertisement management system of this embodiment. It is a figure which shows the example of a data structure of the purchase information table (environment information is included) of this embodiment. It is a figure which shows the example of a data structure of the brand value table (including information on advertisement charges) of this embodiment. It is a figure which shows the example of a data structure of the correlation information table of this embodiment. It is a figure which shows the example of a data structure of the advertisement medium goods table of this embodiment. It is a figure which shows the process flow example 1 of the advertisement management method of this embodiment. It is a figure which shows the processing flow example 2 of the advertisement management method of this embodiment. It is a figure which shows the process flow example 3 of the advertisement management method of this embodiment.

--- System configuration ---
Embodiments of the present invention will be described below in detail with reference to the drawings. FIG. 1 is a network configuration diagram including an advertisement management system 100 of the present embodiment. The advertisement management system 100 (hereinafter, system 100) shown in FIG. 1 exhibits an accurate advertising effect corresponding to the advertising fee according to the product as the advertising medium, and also promotes the sales of the product as the advertising medium. It is a computer system intended to be. The system 100 can be assumed to be a server device, for example, and is attached to a commercial facility terminal 200 installed in various commercial facilities such as a convenience store and a supermarket via a network 15 such as the Internet or a product as an advertising medium. The terminal of the consumer, ie, the advertiser terminal 300, and the consumer terminal, ie, the consumer, who performs various consumption behaviors such as requesting materials related to the appeal and purchasing goods / services by looking at the advertisement attached to the exterior of the product Communication terminal 400 and the like. In the present embodiment, for simplification of explanation, the system 100 is shown as a single device. However, a server may be provided for each necessary function to cooperate with each other.

  In the present embodiment, as an example of a situation in which the system 100 is applied, for example, a situation in which a product sold at a convenience store is used as an advertising medium is assumed. Each product sold at this convenience store is delivered from each manufacturer. A manufacturer prints or attaches an advertisement corresponding to an advertiser's request on the exterior of a package or container of a product as an advertising medium, and then ships the product itself after making it into an advertising medium. On the other hand, the convenience store invites the user, that is, the consumer, to register for membership with the issuance of a point card or the like, and manages the information of the consumer registered as a member. It is assumed that this consumer information is provided to the system 100 as necessary member information, or that the system 100 can be used via the network 15 via the convenience store operator's member management system.

  Next, the configuration of each device connected to the network 15 will be described. The system 100 includes a storage unit 101 that is a non-volatile storage device such as a hard disk drive, a RAM 103 that is a volatile storage device, a calculation unit 104 such as a CPU, and a communication unit 107 such as a NIC (Network Interface Card) connected to each other by BUS. Has been configured. The storage unit 101 stores at least a purchase information table 125, a brand value table 126, a correlation information table 127, and an advertisement medium product table 128, which will be described in detail later.

  The system 100 is executed by the calculation unit 104 by reading the program 102 stored in the storage unit 101 such as a hard disk drive into a volatile memory such as the RAM 103. In addition, the system 100 may include an input unit 105 such as various keyboards and buttons generally provided in a computer device, and an output unit 106 such as a display as necessary.

  Subsequently, functional units that are configured and held in the storage unit 101 based on the program 102, for example, the system 100 will be described. The system 100 includes a purchase information acquisition unit 110 that acquires information on merchandise sold at a commercial facility from the commercial facility terminal 200 via the communication unit 107 and stores it in the purchase information table 125 of the storage unit 101 as purchase information. .

  Further, the system 100 reads the purchase information stored in the purchase information table 125 of the storage unit 101, totals the sales performance of each product for a certain period, and calculates the total sales performance value as the current brand of each product. A brand value calculation unit 111 that stores the value in the brand value table 126 of the storage unit 101 is provided.

  Further, the system 100 reads out the brand value data stored in the brand value table 126 of the storage unit 101 regarding the product that becomes the advertising medium by adding the advertisement to the exterior, and according to the brand value high The read-out brand value is collated with a calculation formula or table that defines the advertisement fee, the advertisement fee is determined to be high according to the brand value, and stored in the brand value table 126 of the storage unit 101, for example. An advertisement fee determining unit 112 that transmits information on the determined advertisement fee to the advertiser terminal 300 via the communication unit 107 is provided.

  In addition, the system 100 uses the consumer terminal 400 through the communication unit 107 or the information on the predetermined action as the information of the consumer who has caused the predetermined action that may lead to consumption or consumption for the appeal target of the advertisement added to the product. An advertisement effect notification unit 113 is provided that receives information from the commercial facility terminal 200 that has become a place and transmits the consumer information to the advertiser terminal 300 via the communication unit 107.

  The purchase information acquisition unit 110 acquires information on the products sold at the commercial facility and member information presented by the consumer who purchased the corresponding products from the commercial facility terminal 200 via the communication unit 107 and purchases the purchase information. The information may be stored in the purchase information table 125 of the storage unit 101 as information.

  In this case, the advertisement effect notification unit 113 searches the purchase information table 125 of the storage unit 101 for purchase information using the consumer information as a key, and as a result of which the consumer has purchased the product, Correlation information table of the storage unit 101 that identifies whether the predetermined action has occurred, calculates the occurrence ratio of the predetermined action with respect to the number of products as an advertising medium, and associates the occurrence ratio with the corresponding product and appeal target as correlation information 127 is stored.

  Further, in this case, the system 100 searches the correlation information table 127 of the storage unit 101 for the appeal target indicated by the advertiser's advertisement request, and the occurrence rate of the predetermined action for the relevant appeal target becomes a certain level or more. An advertisement medium selection unit 114 is provided that identifies proposed products and transmits proposal information regarding the corresponding products as advertisement medium candidates to the advertiser terminal 300 via the communication unit 107.

  Further, the brand value calculation unit 111 reads the correlation information stored in the correlation information table 127 of the storage unit 101 and sets a predetermined value proportional to the magnitude of the occurrence rate indicated by the correlation information to the corresponding product. The value added to the value of the sales performance obtained for the item may be stored in the brand value table 126 of the storage unit 101 as the current brand value of the corresponding product.

  In addition to the purchase information, the purchase information acquisition unit 110 receives environmental information of at least one of a sales facility, a sales area, a sales time, and a weather at the time of the commercial product via the communication unit 107 in addition to the purchase information. It may be acquired from the terminal 200 and stored in the purchase information table 125 of the storage unit 101 in association with purchase information.

  In this case, the advertisement effect notification unit 113 searches the purchase information table 125 of the storage unit 101 for purchase information and environmental information associated with the consumer information using the consumer information as a key. As a result of purchasing in the environment, the specified action for the appeal target is identified, the occurrence rate of the predetermined action is calculated with respect to the number of products as advertising media, and the occurrence rate is determined as the corresponding product, appeal target, The correlation information is stored in the correlation information table 127 of the storage unit 101 as correlation information in association with the environment information.

  In this case, the advertising medium selection unit 114 searches the correlation information table 127 of the storage unit 101 for the appeal target indicated by the advertiser's advertisement request and the environment in which the advertisement is exposed. The product in which the occurrence rate of the predetermined action in the environment shown is equal to or greater than a certain value is specified, and the proposal information with the product as an advertisement medium candidate is transmitted to the advertiser terminal 300 via the communication unit 107. .

  Note that the storage unit 101 in the system 100 may store the product used as the advertising medium and the advertiser information of the corresponding advertisement in the advertising medium product table 128 in association with each other. In this case, the advertisement medium selection unit 114 monitors the brand value data of each product stored in the brand value table 126 of the storage unit 101, and detects a product whose brand value has decreased by a predetermined rate or more, An advertiser who uses a product as an advertising medium is specified in the advertising medium product table 128 of the storage unit 101, and a change proposal for the product as the advertising medium is transmitted to the advertiser terminal 300 via the communication unit 107.

  On the other hand, the commercial facility terminal 200 is a computer terminal used by a business operator operating a convenience store, as described above, and is communicably connected to the system 100 via the network 15. The commercial facility terminal 200 is configured such that a calculation unit such as a CPU, a storage unit, a RAM, and a communication unit are connected to each other through a BUS. In such a commercial facility terminal 200, a program stored in a storage unit that is a non-volatile storage device is read out to a volatile memory such as a RAM and executed by the arithmetic unit. The commercial facility terminal 200 includes an input unit such as various keyboards and buttons generally provided in a computer device, and an output unit such as a display. The communication unit is a NIC (Network Interface Card) that exchanges data with the system 100, and can communicate with the system 100 via a network. The advertiser terminal 300 and the consumer terminal 400 also have the same configuration as the commercial facility terminal 200 described above.

  Each of the units 110 to 114 in the system 100 described so far may be realized as hardware, or may be realized as a program stored in an appropriate storage unit such as a memory or an HDD (Hard Disk Drive). In this case, a calculation unit such as the CPU of the system 100 reads the corresponding program from the storage unit in accordance with the program execution and executes it.

--- Data structure example ---
Next, an example of a data structure such as a table used by the system 100 of this embodiment will be described. FIG. 2 is a diagram showing an example of the data structure of the purchase information table 125 of this embodiment. This purchase information table 125 is a table that stores information on products sold in commercial facilities and member information presented by consumers who have purchased the corresponding products as purchase information. In this embodiment, in addition to this, Information is also stored. The environmental information is at least one of a sales facility, a sales area, a sales time, and a sales weather of the corresponding product. The purchase information table 125 includes, for example, a member ID of a manufacturer and a consumer, a member name such as a name, an address, an age, a gender, and a preference, a store name (sales facility), It is a collection of records in which data such as sales area, sales time (eg, time zone, month, season, etc.) and environmental information such as weather at the time of sales are associated.

  FIG. 3 is a diagram showing an example of the data structure of the brand value table 126 of the present embodiment. The brand value table 126 is a table that stores a value obtained by tabulating sales performance for each product, that is, a current brand value of each product, indicated by the purchase information table 125. The value of the brand value may be a value obtained by adding a predetermined value proportional to the generation rate indicated by the correlation information to the sales performance value obtained for the corresponding product. Further, in this brand value table 126, the value of the advertising fee calculated for the corresponding product is also stored in association with each other. The brand value table 126 is, for example, a set of records in which data such as a brand value and an advertisement fee are associated with each other using a product name as a key.

  FIG. 4 is a diagram showing an example of the data structure of the correlation information table 7 of the present embodiment. The correlation information table 127 is a table that stores information that specifies what product the consumer has purchased in which environment and, as a result, a predetermined action has been taken against the appeal target. The correlation information table 127 includes, for example, data such as advertisement appeal targets (eg, luxury cars, audio equipment, personal computers, etc.), the occurrence rate of consumption behavior, and environmental information using the product name of the advertisement medium as a key. It is a collection of records that correspond to each other.

  FIG. 5 is a diagram showing an example of the data structure of the advertisement medium product table 128 of the present embodiment. The advertisement medium product table 128 is a table that stores the products used as the advertisement medium and the advertiser information of the corresponding advertisement in association with each other. The advertisement medium product table 128 is, for example, a collection of records in which product names are used as keys to associate data such as advertisement appeal targets, advertiser names, and advertiser terminal 300 addresses.

--- Example of processing procedure 1 ---
Hereinafter, the actual procedure of the advertisement management method in the present embodiment will be described with reference to the drawings. Various operations corresponding to the advertisement management method described below are realized by a program 102 that is read out and executed in the RAM 103 of the system 100. And this program 102 is comprised from the code | cord | chord for performing the various operation | movement demonstrated below.

  FIG. 6 is a diagram illustrating a processing flow example 1 of the advertisement management method according to the present embodiment. Here, as an example, it is first assumed that information is collected in order to determine the brand value of a product sold at a convenience store. In this case, a commercial facility terminal 200 such as a POS system equipped with a barcode reader installed in a convenience store, for example, sells product information (barcode Product identification information read by the reader), membership information read from the cards presented by the consumer who purchased the product, and environmental information (eg identification information of the relevant convenience store, location = these are commercial facility terminals 200 is stored in advance in a memory, etc., sales date and time = obtained from the calendar function of the commercial facility terminal 200, and the weather at the time of sales keyed in by a store clerk) is temporarily stored in its own storage device and stored in the system 100 at regular intervals. Transmit (s100).

  On the other hand, the purchase information acquisition unit 110 of the system 100 communicates purchase information including information on products sold at commercial facilities, that is, convenience stores, member information of consumers who have purchased the products, and environmental information. The information is acquired from each commercial facility terminal 200 through the unit 107 and stored in the purchase information table 125 of the storage unit 101 (s101). In this way, purchase information and environmental information are accumulated in the purchase information table 125. The system 100 may perform only purchase information collection processing.

  Further, the brand value calculation unit 111 of the system 100 reads the purchase information stored in the purchase information table 125 of the storage unit 101 using, for example, the product name as a key, and the sales performance for each product, that is, the sales amount and the sales quantity. For every predetermined period, for example, for the most recent month (s102). The brand value calculation unit 111 stores the sales performance values thus tabulated in the brand value table 126 of the storage unit 101 as the current brand value of the corresponding product (s103). For example, if the sales performance value aggregated in step s102 is “10 million”, the value of “10 million” is stored in the brand value table 126 as the brand value of the corresponding product.

  Further, the advertising fee determination unit 112 of the system 100 reads the brand value data regarding each product stored in the brand value table 126 of the storage unit 101 (s104), and calculates the advertising fee according to the brand value. The read brand value is collated with a prescribed calculation formula or table to be defined, and an advertising fee for using the corresponding product as an advertising medium is determined (s105). As the advertisement fee, for example, an advertisement insertion fee per single advertisement medium, that is, an advertisement unit price can be assumed. Also, as a predetermined calculation formula that defines the advertising fee according to the brand value, for example, the advertising fee “C” = brand value “V” × coefficient “a”. When the coefficient “a” is “0.000005” and the brand value “V” is “10 million”, the brand value “10 million” × the coefficient “0.000005” = advertising fee “50 yen” is calculated. it can. In addition, as the predetermined table for defining the advertisement fee according to the brand value, for example, a table in which the advertisement fee is defined for each range of the brand value value can be assumed. For example, when the brand value is “0 to 200000”, the advertising fee is “1.0 yen”, when the brand value is “200001 to 600000”, the advertising fee is “10 yen”, and the brand value is “600001 to 5000000”. In this case, the advertising fee is “15 yen”, and when the brand value is “5000001 to 10000000”, the advertising fee is “50 yen”.

  In this way, the advertising fee determination unit 112 determines the advertising fee to be high according to the brand value for each product, and stores the value of the advertising fee in the record of the corresponding product in the brand value table 126 (s106). Further, the advertisement fee determination unit 112 distributes the value of the advertisement fee determined in this manner to the advertiser terminal 300 via the communication unit 107 (s107). This distribution may be performed with respect to the product indicated by the request in response to a request from the advertiser terminal 300 (this distribution may be performed at every request or every fixed period).

  The advertiser browses information on the advertising fee for the predetermined product on the advertiser terminal 300, understands that the advertising fee is high, that is, the brand value is high, and that the advertising effect can be expected. Will be selected. For example, it is assumed that an advertiser who is a car dealer wants to make an advertisement about a luxury car which is his / her product. Naturally, this advertiser should not select products with low brand value that do not match the image of a luxury car as advertising media, but should select products with high brand value that are accepted by consumers. It is. For example, the advertiser terminal 300 sends a notification to the system 100 or the terminal of the advertising company regarding the product and advertisement content selected as the advertising medium. This notification is transmitted from the system 100 or the terminal of the advertising company to a terminal managed by the manufacturer of the corresponding product (of course, the address of this terminal on the network is known to the system 100 and others). The manufacturer that has received the notice will carry out the process of attaching the advertisement related to the luxury car to the packaging or container in the production line of the corresponding product, and deliver the finished product to a convenience store as a commercial facility. Become. In the convenience store, the delivered products are displayed in the store for sale. A consumer who visits a convenience store selects a purchased product while viewing the displayed product, that is, the advertisement attached to the advertisement medium, and makes a payment at the cash register.

  At this time, the commercial facility terminal 200, such as a cash register of the convenience store, reads the barcode read on the product, that is, the product information, the environmental information, and the membership card or the point card presented by the consumer. On the other hand, the member information is acquired by executing a reading operation using a barcode reader or the like, and the information is temporarily stored in its own storage device and transmitted to the system 100 at regular intervals. Such processing corresponds to the above-described step s100, and the subsequent steps s101 to s107 are similarly repeated for each sale of the product.

  On the other hand, a consumer who has purchased a product as an advertisement medium sees an advertisement for a luxury car attached to the purchased product, accesses the automobile dealer's WEB site via the consumer terminal 400, and the advertisement is promoted, for example. Suppose you request a catalog of a luxury car you have been doing or make a test drive reservation. These consumer behaviors can be said to be predetermined behaviors that can lead to consumption or consumption for the appeal target of the advertisement added to the product.

  In this case, the consumer terminal 400 obtains consumer information (for example, the same member information as the convenience store such as a member ID) input by the consumer for catalog request and the like. The information is transmitted to the system 100 or the WEB server of the car dealer who has become the place of the predetermined action (also referred to as the commercial facility terminal 200 installed at the base of the car dealer, etc.) (s108).

  For example, the advertising effect notification unit 113 of the system 100 sends information about a consumer who has caused the predetermined action that may lead to consumption or consumption of a high-class automobile through the communication unit 107. The consumer terminal 400 (or WEB server) receives the information and transmits the consumer information to the advertiser terminal 300 via the communication unit 107 (s109). In other words, the advertiser receives a report on the consumption behavior = advertising effect that can be evoked by attaching the advertisement to the product selected as the advertising medium.

  On the other hand, the advertising effect notification unit 113 uses the purchase information table 125 of the storage unit 101 as a key to purchase information using the information of the consumer who has caused the consumption behavior (and preferably the information of the purchased product as an advertising medium) as a key. A search is performed, and as a result of purchasing the product (in which environment) the corresponding consumer has purchased, it is specified whether a predetermined action has been taken on the appeal target, that is, a luxury car (s110). For example, the purchase information table 125 is searched using the member ID of the consumer who has caused the consumer behavior and the purchase time and product name of the advertisement medium as a key. As a result of the purchase (environment = store, time, weather, etc.), it is specified whether a predetermined action has been taken on the appeal target, that is, a luxury car.

  Further, the advertisement effect notification unit 113 calculates the occurrence rate of the predetermined action with respect to the number of products as the advertising medium identified in the step s109, that is, the total number of sales at the convenience store, and calculates the occurrence rate of the corresponding product and the appeal target. The correlation information is stored in the correlation information table 127 of the storage unit 101 as correlation information in association with the luxury car (and environmental information) (s111). In this case, the advertisement effect notification unit 113 acquires the information on the total number of sales of the product as the advertisement medium at the convenience store by inquiring the commercial facility terminal 200 provided by the operator of the convenience store. Further, the advertisement effect notification unit 113 counts the number of occurrences of the predetermined action that has occurred with respect to the product identified in step s110 as “1500” or the like, and divides the total number of sales such as “15000” by the number of occurrences obtained by the count. Then, the occurrence rate of consumption behavior or the like is calculated as “10%” (s112).

  Further, the advertisement effect notification unit 113 associates the occurrence rate with the corresponding product and the high-class automobile (and environmental information) to be appealed, and stores it in the correlation information table 127 of the storage unit 101 as correlation information (s113). In this way, a series of processing flows such as display of products as advertising media, collection of sales to purchase information, brand value update, collection of information on consumption behavior, etc. are repeated.

  The brand value calculation unit 111 reads the correlation information stored in the correlation information table 127 of the storage unit 101, and sets a predetermined value proportional to the generation rate indicated by the correlation information to the corresponding product. The value added to the value of the sales performance obtained for the item may be stored in the brand value table 126 of the storage unit 101 as the current brand value of the corresponding product (s114). For example, assuming that the occurrence rate indicated by the correlation information is “10%”, the brand value calculation unit 111 sets a predetermined value proportional to the constant as “constant“ 10000 ”× occurrence rate“ 10% ”=“ 1000 ”or the like. The calculated value is added to the value of the sales performance already obtained for the corresponding product, and the current brand value of the corresponding product is calculated.

  In this way, with regard to the relationship between the advertisement product and the advertisement, the brand value (including the added value based on the above correlation information is included in the concept) along with the sales opportunity of the product and the occurrence of consumption behavior motivated by the advertisement. By continuing to update, certain considerations and verifications are continued in terms of products that should be selected as an advertising medium for a certain appeal target, the advertising effectiveness of the corresponding products, and the corresponding advertising fees. In addition, products selected as advertising media from this point of view have an appropriate correlation with the appeal of the advertisements attached to the exterior, so that the accompanying advertisements attract consumers' attention, It will be taken into consideration to increase the willingness to purchase. Therefore, there is a great merit that sellers and manufacturers of products that serve as advertising media can expect to increase sales of products in addition to acquiring advertising revenue from advertisers, etc., and share value with advertisers be able to.

--- Processing procedure example 2 ---
FIG. 7 is a diagram illustrating a processing flow example 2 of the advertisement management method according to the present embodiment. Next, processing for making a proposal to an advertiser for a product to be selected as an advertising medium will be described. This processing is preferably executed at the same time as step s107 (processing for distributing the value of the advertising fee to the advertiser terminal 300) in the processing procedure example 1 described above.

  In this case, it is assumed that the system 100 receives an advertisement request from the advertiser terminal 300 via the network 15 (s200). The advertisement medium selection unit 114 of the system 100 searches the correlation information table 127 of the storage unit 101 for the appeal target (eg, product or service desired to be promoted) indicated by the advertisement request received from the advertiser terminal 300 (s201). . For example, if the appeal target indicated by the advertisement request is “luxury car”, the correlation information table 127 is searched for a record including “luxury car” in the appeal target column.

  When the advertisement request includes designation for the environment in which the advertisement is exposed in addition to the appeal target, the advertisement medium selection unit 114 uses the “summer season” of the appeal target “high-class automobile” and the correlation information table as a keyword, for example. It is preferable to search at 127.

  Subsequently, the advertisement medium selection unit 114 records a record in which the occurrence rate of a predetermined action such as consumption action is equal to or greater than a certain degree from among the records related to the “luxury car” searched in the step s201, that is, a product as an advertisement medium. Is specified (s202). In this case, for example, the value in the “occurrence ratio” column of each record hit for “luxury car” is extracted, and the record satisfying a predetermined criterion such as “10% or more” is specified. By performing such processing, an advertisement medium, that is, a product that easily obtains a response regarding the advertisement of “luxury car” is specified.

  It is preferable that the advertisement medium selection unit 114 specifies a product in which the occurrence rate of the predetermined action is equal to or higher than a record obtained by searching for the appeal target and environment indicated by the advertisement request. .

  Next, the advertisement medium selection unit 114 sets the information of the corresponding product identified in the step s202 as the advertisement medium candidate information in a predetermined format (preliminarily stored in the storage unit 101) and generates proposal information. This is transmitted to the advertiser terminal 300 via the communication unit 107 (s204). The advertiser can browse the proposal information on the received advertiser terminal 300 and select a product having a proper advertisement effect as an advertising medium.

--- Processing procedure example 3 ---
FIG. 8 is a diagram showing a processing flow example 3 of the advertisement management method of the present embodiment. Next, a process for proposing to the advertiser a change in the product as the advertisement medium in response to the change in the brand value described above will be described. In this case, the advertisement medium selection unit 114 of the system 100 monitors the brand value data of each product stored in the brand value table 126 of the storage unit 101 (s300), and the brand value is a predetermined ratio within a certain period. A product that has been reduced (for example, 10% or more) is detected (s301). In other words, a product whose sales are slow or whose advertising effectiveness has been reduced is detected.

  Subsequently, the advertising medium selection unit 114 specifies the address of the advertiser terminal 300 of the advertiser who uses the corresponding product as the advertising medium in the advertising medium product table 128 of the storage unit 101 for the product detected in step s301. (S302). In addition, the advertisement medium selection unit 114 may, for example, “recommend re-examination of the advertisement medium (product) because there is a possibility that the original advertisement effect may not be exhibited” with respect to the address of the advertiser terminal 300 specified here. The data of the proposal for changing the product as an advertising medium is transmitted via the communication unit 107 (s303). The advertiser browses the proposal for change on the advertiser terminal 300, and recognizes the change in the value of the advertisement medium for the product that he has used as the advertisement medium so far, and has an opportunity to examine the change. .

  As described above, according to the present embodiment, an accurate advertising effect corresponding to the advertising fee can be exhibited according to the product as the advertising medium.

  As mentioned above, although embodiment of this invention was described concretely based on the embodiment, it is not limited to this and can be variously changed in the range which does not deviate from the summary.

15 Network 100 Advertisement Management System 101 Storage Unit 102 Program 103 RAM
104 arithmetic unit (CPU)
105 Input section (keyboard, mouse, etc.)
106 Output unit (display, speakers, etc.)
107 Communication Unit 110 Purchasing Information Acquisition Unit 111 Brand Value Calculation Unit 112 Advertising Fee Determination Unit 113 Advertising Effect Notification Unit 114 Advertising Medium Selection Unit 125 Purchasing Information Table (Including Environmental Information)
126 Brand Value Table (including advertising fee information)
127 Correlation Information Table 128 Advertising Medium Product Table 200 Commercial Facility Terminal 300 Advertiser Terminal 400 Consumer Terminal

Claims (7)

A communication unit that communicates with other devices;
A purchase information acquisition unit that acquires information on products sold at a commercial facility from a terminal of the commercial facility via a communication unit and stores the information as purchase information in a storage unit;
Read the purchase information stored in the storage unit, total the sales performance of each product for a certain period, store the value of the total sales performance in the storage unit as the current brand value of each product,
For products that serve as advertising media by adding advertisements to the exterior, the brand value data stored in the storage unit is read, and the readout is made in the calculation formula or table that defines the advertising fee according to the brand value. Ads that collate the brand value, determine the advertising fee high according to the brand value, store it in the storage unit, and send the information on the determined advertising fee to the advertiser's terminal via the communication unit A charge determinant,
Information on the consumer who has caused a predetermined action that may lead to consumption or consumption for the appeal of the advertisement attached to the product is sent to the terminal of the corresponding consumer via the communication unit or the commercial facility that is the place of the predetermined action An advertising effectiveness notification unit that receives information from the terminal and transmits the consumer information to the advertiser's terminal via the communication unit;
An advertisement management system comprising: The purchase information acquisition unit acquires information on products sold in a commercial facility and member information presented by a consumer who purchased the product from a terminal of the commercial facility via a communication unit, and stores the purchase information as purchase information. Are stored in
The advertisement effect notification unit searches the purchase information using the consumer information as a key in the storage unit, specifies which product the corresponding consumer has purchased, and has caused a predetermined action for the appeal target, Calculating the occurrence rate of the predetermined action with respect to the number of products as a medium, and storing the occurrence rate in the storage unit as correlation information in association with the corresponding product and appeal target;
A search is performed with the correlation information of the storage unit for the appeal target indicated by the advertiser's advertisement request, the product for which the occurrence rate of the predetermined action is greater than or equal to a certain value for the relevant appeal target is specified, and the relevant product is identified as an advertisement medium candidate. The advertisement management system according to claim 1, further comprising an advertisement medium selection unit that transmits the proposal information to be transmitted to the advertiser terminal via the communication unit.   The brand value calculation unit reads the correlation information stored in the storage unit, and sets a predetermined value proportional to the generation rate indicated by the correlation information to the value of the sales record obtained for the corresponding product. The advertisement management system according to claim 2, wherein the added value is stored in the storage unit as the current brand value of the corresponding product. The purchase information acquisition unit acquires, in addition to the purchase information, environmental information of at least one of a sales facility, a sales area, a sales time, and a weather at the time of sale from a commercial facility terminal via a communication unit. Stored in the storage unit in association with purchase information,
The advertisement effect notification unit searches the purchase information and the environmental information associated with the purchase information using the consumer information as a key in the storage unit. Identify whether the predetermined action has been taken against the appeal target, calculate the occurrence rate of the predetermined action with respect to the number of products as advertising media, and associate the occurrence rate with the corresponding product, appeal target, and environmental information as correlation information To be stored in the storage unit,
The advertising medium selection unit searches the correlation information of the storage unit for the appeal target indicated by the advertiser's advertisement request and the environment exposing the advertisement, and the predetermined behavior in the environment indicated by the corresponding environmental information regarding the relevant appeal target To identify products that have a certain occurrence rate, and send the proposed information to the advertiser ’s terminal via the communication unit.
The advertisement management system according to any one of claims 2 and 3. The storage unit stores the product used as the advertising medium and the advertiser information of the corresponding advertisement in association with each other,
The advertisement medium selection unit monitors the brand value data of each product stored in the storage unit, and detects a product whose brand value has decreased by a predetermined percentage or more, and uses the corresponding product as an advertisement medium. The main is specified in the storage unit, and a proposal for changing the product as an advertising medium is transmitted to the advertiser's terminal via the communication unit.
The advertisement management system according to any one of claims 2 to 4. A computer having a communication unit that communicates with other devices
Processing for acquiring information on products sold at a commercial facility from a terminal of the commercial facility via the communication unit and storing it in the storage unit as purchase information;
Reading the purchase information stored in the storage unit, totaling the sales results for each product for a certain period, and storing the value of the total sales results in the storage unit as the current brand value of each product;
For products that serve as advertising media by adding advertisements to the exterior, the brand value data stored in the storage unit is read, and the readout is made in the calculation formula or table that defines the advertising fee according to the brand value. Processing to check the brand value, determine the advertising fee high according to the brand value, store it in the storage unit, and send the information of the determined advertising fee to the advertiser's terminal via the communication unit When,
Information on the consumer who has caused a predetermined action that may lead to consumption or consumption for the appeal of the advertisement attached to the product is sent to the terminal of the corresponding consumer via the communication unit or the commercial facility that is the place of the predetermined action A process of receiving from the terminal and transmitting the consumer information to the advertiser's terminal via the communication unit;
The advertisement management method characterized by performing. In a computer with a communication unit that communicates with other devices,
Processing for acquiring information on products sold at a commercial facility from a terminal of the commercial facility via the communication unit and storing it in the storage unit as purchase information;
Reading the purchase information stored in the storage unit, totaling the sales results for each product for a certain period, and storing the value of the total sales results in the storage unit as the current brand value of each product;
For products that serve as advertising media by adding advertisements to the exterior, the brand value data stored in the storage unit is read, and the readout is made in the calculation formula or table that defines the advertising fee according to the brand value. Processing to check the brand value, determine the advertising fee high according to the brand value, store it in the storage unit, and send the information of the determined advertising fee to the advertiser's terminal via the communication unit When,
Information on the consumer who has caused a predetermined action that may lead to consumption or consumption for the appeal of the advertisement attached to the product is sent to the terminal of the corresponding consumer via the communication unit or the commercial facility that is the place of the predetermined action A process of receiving from the terminal and transmitting the consumer information to the advertiser's terminal via the communication unit;
An advertisement management program characterized in that

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