EP0408348B1 - Verfahren und Vorrichtung zur Überwachung der Werbewirksamkeit - Google Patents

Verfahren und Vorrichtung zur Überwachung der Werbewirksamkeit Download PDF

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Publication number
EP0408348B1
EP0408348B1 EP19900307604 EP90307604A EP0408348B1 EP 0408348 B1 EP0408348 B1 EP 0408348B1 EP 19900307604 EP19900307604 EP 19900307604 EP 90307604 A EP90307604 A EP 90307604A EP 0408348 B1 EP0408348 B1 EP 0408348B1
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EP
European Patent Office
Prior art keywords
consumer
consumers
test group
advertisements
exposed
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Expired - Lifetime
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EP19900307604
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English (en)
French (fr)
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EP0408348A2 (de
EP0408348A3 (en
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Lee S. Weinblatt
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Individual
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    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04H—BROADCAST COMMUNICATION
    • H04H60/00—Arrangements for broadcast applications with a direct linking to broadcast information or broadcast space-time; Broadcast-related systems
    • H04H60/29—Arrangements for monitoring broadcast services or broadcast-related services
    • H04H60/31—Arrangements for monitoring the use made of the broadcast services
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04H—BROADCAST COMMUNICATION
    • H04H60/00—Arrangements for broadcast applications with a direct linking to broadcast information or broadcast space-time; Broadcast-related systems
    • H04H60/35—Arrangements for identifying or recognising characteristics with a direct linkage to broadcast information or to broadcast space-time, e.g. for identifying broadcast stations or for identifying users
    • H04H60/38—Arrangements for identifying or recognising characteristics with a direct linkage to broadcast information or to broadcast space-time, e.g. for identifying broadcast stations or for identifying users for identifying broadcast time or space
    • H04H60/39—Arrangements for identifying or recognising characteristics with a direct linkage to broadcast information or to broadcast space-time, e.g. for identifying broadcast stations or for identifying users for identifying broadcast time or space for identifying broadcast space-time
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04H—BROADCAST COMMUNICATION
    • H04H60/00—Arrangements for broadcast applications with a direct linking to broadcast information or broadcast space-time; Broadcast-related systems
    • H04H60/35—Arrangements for identifying or recognising characteristics with a direct linkage to broadcast information or to broadcast space-time, e.g. for identifying broadcast stations or for identifying users
    • H04H60/45—Arrangements for identifying or recognising characteristics with a direct linkage to broadcast information or to broadcast space-time, e.g. for identifying broadcast stations or for identifying users for identifying users
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04H—BROADCAST COMMUNICATION
    • H04H60/00—Arrangements for broadcast applications with a direct linking to broadcast information or broadcast space-time; Broadcast-related systems
    • H04H60/61—Arrangements for services using the result of monitoring, identification or recognition covered by groups H04H60/29-H04H60/54
    • H04H60/63—Arrangements for services using the result of monitoring, identification or recognition covered by groups H04H60/29-H04H60/54 for services of sales
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04H—BROADCAST COMMUNICATION
    • H04H60/00—Arrangements for broadcast applications with a direct linking to broadcast information or broadcast space-time; Broadcast-related systems
    • H04H60/61—Arrangements for services using the result of monitoring, identification or recognition covered by groups H04H60/29-H04H60/54
    • H04H60/64—Arrangements for services using the result of monitoring, identification or recognition covered by groups H04H60/29-H04H60/54 for providing detail information
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04H—BROADCAST COMMUNICATION
    • H04H60/00—Arrangements for broadcast applications with a direct linking to broadcast information or broadcast space-time; Broadcast-related systems
    • H04H60/61—Arrangements for services using the result of monitoring, identification or recognition covered by groups H04H60/29-H04H60/54
    • H04H60/66—Arrangements for services using the result of monitoring, identification or recognition covered by groups H04H60/29-H04H60/54 for using the result on distributors' side

Definitions

  • This invention is directed to a technique for monitoring the purchasing behaviour of consumers selected as test subjects to ascertain what impact, if any, advertising has had on them and, more particularly, to correlate the print, radio and television commercials to which a consumer has actually been exposed with the purchases made by the consumer.
  • EP-A-00275328 describes an apparatus for collecting TV channel data and market research data.
  • An apparatus for collecting monitoring data is installed in each consumer's house.
  • the data relating to purchase of products is entered by the consumer using either a keyboard or a bar-code reader.
  • the present invention is aimed at providing an apparatus and method for measuring the effectiveness or impact of advertising in which the above deficiencies and uncertainties have been substantially reduced or eliminated.
  • the invention provides such an apparatus comprising means for detecting signals generated while a consumer is exposed to advertisements in each of a plurality of media, such as print ads, radio advertisements and television commercials, means to associate said detected signals with identification signals indicative of the identity of the consumer, means to generate signals recording items purchased and to associate said signals recording items purchased with signals indicative of the identity of the consumer purchasing, and means for combining said signals to provide output signals associating the items purchased with the exposure to said advertisements.
  • the term "exposed” as used throughout this specification is used in the sense of locating the consumer who is a participant in the test in such close proximity to the advertisement that the probability of the advertisement having a mental impact is high. This requires that, for example, the radio advertisement monitoring system provide not only information about when the advertisement was broadcast or even that the consumer was in the same house as the radio set when the commercial was broadcast, but that the consumer was within a relatively small distance of the radio set at that time. The same relatively stringent requirements are applied to television commercial monitoring and print ad monitoring before it can be said that the consumer has been "exposed” to it.
  • the invention provides an automated system in which accurate and reliable results may be generated.
  • Prior art techniques in commercial use for monitoring consumer exposure to the print and radio media have not been automated. Consequently, the prior art, including BahviorScan, suffers from the resultant inaccuracies in monitoring advertising exposure in such media.
  • the combining of the results from automated monitoring of the three media with automated monitoring of the consumer purchasing habits results in errors being minimised, and analysis of the results is facilitated in terms of speed, flexibility and value.
  • the advertiser has the possibility of actually measuring the relationship between a selected amount of advertising in each of the available media and the eventual product purchases of the advertised product.
  • a marketing plan as to relative expenditures in each of the advertising media can be tried and perfected in a limited test market, and the results then extrapolated to develop a national sales forecast based on applying the same marketing plan nationally.
  • various elements of the marketing plan can be varied by modifying the frequency, duration, content, time, slot, placement etc. of advertisements in each medium as well as in one medium relative to the others, with the results learned from monitoring the product purchases being correlated to each such modification to determine its impact. This is thus a powerful tool in terms of maximising the value obtained from advertising expenditures.
  • measurements can be taken of purchasing habits affected by traditional, and relatively expensive, advertising methods in the print, radio and television media in comparison with the impact on purchasing habits of promotional, and relatively cheaper, campaigns utilising, for example, in-store displays, coupons and price reductions in order to determine which is the more cost effective in certain markets.
  • the present invention provides a technique for accurately and reliably associating the purchasing habits of consumers with the advertising to which each such consumer has been actually exposed.
  • the present invention further provides automated monitoring of consumer exposure to advertising in a given medium, and combines it with automated monitoring of subsequent purchasing habits of the same consumer.
  • results obtained from monitoring consumer exposure to advertising in a plurality of media may be combined. This facilitates testing of the relative impact of varying the advertising approach in one medium relative to the others.
  • an apparatus for measuring the relative effectiveness of advertising in a plurality of media on the purchasing behaviour of each participant in a test group of consumers characterised in that it comprises means for automatically monitoring advertisements in a plurality of media to which said test group of consumers is exposed, means for identifying which of the monitored advertisements to which said test group of consumers is exposed is associated with each consumer in said test group, means to record at the point of purchase the items purchased by said test group of consumers, portable means carried by the consumers at the point of purchase to identify which of the recorded items purchased by the test group of customers is associated with each respective consumer in said test group, and means for combining the monitored advertisements and the recorded items for each of the respective consumers in the test group.
  • a method for measuring the relative effectiveness of advertising in a plurality of media on the purchasing behaviour of each participant in a test group of consumers characterised in that it comprises the steps of automatically monitoring advertisements in a plurality of media to which said test group of consumers is exposed, identifying which of the monitored advertisements to which said test group of consumers is exposed is associated with each consumer in said test group, recording at the point of purchase the items purchased by said test group of consumers, identifying at the point of purchase with portable means carried by the consumers which of the recorded items purchased by the test group of consumers is associated with each consumer in said test group, and combining the monitored advertisements and the recorded items for each of the respective consumers in the test group.
  • a method for measuring the impact of modifying a characteristic of an advertisement in one of a plurality of media in which a product is being advertised characterised in that it comprises the steps of:
  • test results may be skewed due to the artificial conditions to which the conusmer would be subjected. It is also preferable to minimise contact of the consumer with testing personnel, and this is done by automating the monitoring process.
  • the apparatus for monitoring the radio and print media is preferably portable and is such as to be conveniently worn on the person of the consumer. For television commercials, on the other hand, this is less important because an apparatus could effectively be used which is installed in the home.
  • Figure 1 depicts generally within a box 1 defined by broken lines a system for monitoring consumer exposure to the various types of advertisements, including print, radio and television media.
  • the monitoring results are combined with information obtained from purchase recording apparatus 3 for processing and analysis in computer 5.
  • data collected from monitoring system 1 having as a part thereof a code uniquely assigned to a particular consumer, is input to computer 5 along with data collected by purchase recording apparatus 3 which is also associated with a code identifying a particular consumer.
  • Computer 5 organises the data so that information obtained from monitoring system 1 is suitably associated with data obtained from purchase recording apparatus 3 for each individual consumer based on the assigned code.
  • Computer 5 then produces an output showing the relationship of the monitored exposure to advertisements with respect to the purchased items.
  • Computer 5 can be programmed in a conventional, well known manner to output this relationship in any desired form, such as tabulated or graphical.
  • monitoring system 1 includes apparatus 7 for measuring the exposure of a consumer test subject to radio advertisements.
  • apparatus 7 for measuring the exposure of a consumer test subject to radio advertisements.
  • Such an apparatus is disclosed in US-A-4,718,106 issued January 5, 1988 to the present inventor. That patent is hereby incorporated by reference. Briefly, this patent discloses an apparatus that can be incorporated into a wristwatch. It includes a microphone for picking up audible signals from a radio set. A particular survey code signal is periodically transmitted by the radio station and subsequently audibly reproduced by the radio set to be picked up by the microphone. The microphone outputs a resulting signal to a detection circuit which has been preset to produce an output signal only when the particular survey code signal is detected. Such an "event" is stored in an electronic memory together with the associated time.
  • the microphone and its associated circuitry have a sensitivity set such that the survey code signal will be detected and processed only if the consumer is within a relatively short distance from the radio.
  • a sensitivity set such that the survey code signal will be detected and processed only if the consumer is within a relatively short distance from the radio.
  • the television commercial monitoring apparatus 9 can be implemented as disclosed in US-A-4,695,879 issued September 22, 1987 to the same inventor. That patent is hereby incorporated by reference. Briefly, it discloses an apparatus coupled to the television tuner which keeps a record of the channels being viewed throughout the day.
  • a detector is worn by the viewer on the head and includes a receiver responsive to signals emitted from a transmitter installed near or on the television set. The receiver is directional so that it responds only when the head of the viewer is aimed substantially toward the television set. When the receiver detects a signal from the transmitter, it in turn emits is identification code to circuitry which records the event, and that can also be located on the television set.
  • the event of having the viewer aiming his head at a television set at any particular time is combined with information on what channel is being viewed at the same time to provide an indication of exposure of the viewer to that particular channel. If it is known what advertisement was being broadcast at that particular time on that particular channel, it can be determined that the viewer was "exposed" to it by virtue of having his head aimed at the television set.
  • the consumer/viewer test subject can be provided with circuitry incorporated, for example, into a wristwatch. That circuitry would include a detector responsive to a code signal transmitted by the television station, for example, and in response only thereto a signal source in the television set would be activated. The resulting emitted signal from the signal source is detected by circuitry in the wristwatch and recorded as an "event" along with the time at which is occurred, and it indicates "exposure” because the consumer was within a short distance from the set when it was tuned at that time to the channel transmitting the code signal (and therefore advertisements) of interest. All that information would be stored in memory incorporated within the wristwatch.
  • Print ad monitoring apparatus 11 can be implemented utilising the apparatus illustrated in Fig. 2 which shows a transmitting unit 100 formed on a card which is slipped into a magazine (or other publication) and a receiving unit 150 carried by the consumer, for example in a wristwatch.
  • the transmitting unit 100 includes an activatable transmitter 117, and a communication antenna 119.
  • Antenna 119 detects signals and provides these as an input to transmitter 117.
  • Antenna 119 also functions to emit signals provided to it from transmitter 117.
  • Activatable transmitter 117 is of a type which responds to an activating signal by transmitting a specific signal or code.
  • the activating signal must also be of a particular kind in terms of type and amplitude in order to activate the transmitter 117.
  • transmitter 117 normally is in a passive, non-transmitting mode. It only transmits its code upon detecting the activating signal.
  • the transmission time is of a relatively short duration.
  • One example of such a device is a microchip available from Destron/IDI in Colorado, and described in the February 1989 issue of the Journal "Popular Mechanics". It does not require a battery to power transmitter 117.
  • the circuitry of transmitter 117 is apparently such that it picks up power from the transmitted activating signal in a sort of "resonant response". Consequently, a battery is not needed.
  • the miniature size of transmitting unit 100 lends itself to being inserted easily within a magazine.
  • the non-transmitting mode in which transmitter 117 is normally kept means that magazines can be opened even in a radiation-sensitive environment without the risk of interference will result from the additive effects of transmissions from a plurality of transmitters. This is because only that device(s) will be activated, even in a setting with a plurality of opened magazines having unit 100 therein, which is (are) being read by subject(s) who is (are) wearing the receiving unit capable of activating transmitters 117 (as explained below).
  • any one location (such as on board an aircraft) is likely to have one, or at most very few such subjects, the amplitude of such radiation, even if added, would remain low. Moreover, even if a plurality of transmitters 117 were to be activated in one location, since transmitter 117 is not of the continuous type, the highly unlikely coincidence would have to occur that the transmissions from each device (see below for greater detail) would occur simultaneously.
  • Receiving unit 150 consists of an activating portion and a receiving portion.
  • the activating portion includes a transmitter 151 coupled to transmitting antenna 153.
  • Transmitter 151 is of a low level, cyclical type and is powered by a battery (not shown) such as would be contained within a wristwatch. Duration of the cyclical signal components is selected to minimise battery drain while enabling attainment of the desired functions.
  • the transmitted signal is set so that its ON time matches that which activatable transmitter 117 requires to trigger transmission therefrom.
  • the amplitude of the signal emitted from transmitting antenna 153 is set so that it matches the sensitivity of activatable transmitter 117 within a space of a preselected distance.
  • the transmitting amplitude and the sensitivity are selected to set a relatively small maximum distance between transmitting unit 150 and receiving unit 100 in order for activatable transmitter 117 to be triggered. This is to prevent a signal from a transmitter 151 which is distant from transmitter 117 from setting the latter off. Otherwise, an erroneous indication of readership may result.
  • the OFF time should be made as long as possible to minimise battery drain. However, if a timing function is desired to determine the length of time the magazine was opened, a long OFF time would produce somewhat inaccurate results. The user would set this parameter based on the degree of acceptable accuracy in a particular application to which this invention is put. In particular, such a timing function could be implemented by counting the number of signals received from transmitter 117. Thus, if the interval between outputs from transmitter 117 is set at one minute, a count of 3 pulses represents a reading period of two minutes.
  • transmitter 151 when transmitter 151 comes within a certain maximum distance from transmitter 117, the latter will emit a signal which has been set as unique to the magazine in which it has been inserted.
  • the unique signal is emitted from activatable transmitter 117, it is detected by receiving antenna 121 in receiver unit 150. (Of course, the same antenna can double as both receiving antenna 121 and transmitting antenna 153).
  • This signal is then processed by receiver 123 and input memory 127. How this is done is described in detail in connection with the circuitry of U.S. Patent No. US-A-4,659,314 to the same inventor, the contents of which are hereby incorporated herein by reference. Suffice it to say, that each detection of a signal from activatable transmitter 117 is considered as an event which is stored in memory 127 to indicate that the magazine has been opened and read. The number of such events can also be used to determine the length of reading time.
  • print ad monitoring apparatus 11 may be implemented as described in the above mentioned US patent 4,659,314 in which the insert card carries a battery operated transmitter and a switch instead of the activatable transmitter 117.
  • the transmitter When the magazine is opened, the transmitter will be automatically switched on to energise the transmitter.
  • the resulting emitted signal is picked up by suitable circuitry as an "event" indicative of exposure of the consumer to the magazine and the add of interest.
  • Monitoring system 1 is shown in the drawing as including electronic memory circuit 13 in which the information from apparatuses 7, 9 and 11 is stored.
  • the data in circuit 13 contains measurements made in each of the radio, television and print media of the exposure by the consumer to advertisements.
  • Circuit 13 has been depicted as a separate data storage device for the sake of convenience, clarity and ease of explanation.
  • each of systems 7, 9 and 11 can likewise have an individual electronic memory circuit incorporated therein from which the data can be provided directly to computer 5. In fact, this is the case for each of the specific implementations discussed above. However, it should be understood that each of those implementations was disclosed in the patent document as an individual monitoring unit. It is clearly not necessary to have individual storage devices when the three monitoring systems are combined in a single unit.
  • the wristwatch will have only one electronic memory circuit 13 into which data from all the monitoring systems is stored.
  • each can have its own storage device. Then, as stated above, the data from each such storage device is directly down-loaded into computer 5 without a further intervening memory circuit 13.
  • Monitoring system 1 is, as has been explained above, associated with a particular consumer. That consumer test subject is identified by a uniquely assigned code.
  • the code constitutes a purchaser identification signal.
  • the monitoring system 1 is provided with that code, for example, stored within memory circuit 13. When the information in memory circuit 13 is down loaded to computer 5, the purchaser identification signal is also input in association with it to computer 5. Thus, all the data obtained from monitoring system 1 is uniquely identified with the particular consumer to which that code had been assigned.
  • Monitoring system 1 is also depicted in the drawing as having a time circuit 17. As events are detected indicative of exposure by the consumer test subject to a particular advertisement, this event can be associated with a particular time that is obtained from time circuit 17. If the apparatus is incorporated into a wristwatch, the source for such a signal is readily available. Otherwise, a specialised circuit for providing a time signal is provided. It should be understood that each of systems 7, 9 and 11 can be provided with an individual time circuit, much as has been pointed out above with respect to the electronic memory circuit 13. However, a single time circuit 17 for all of monitoring system 1 has been depicted in the drawing for, again, ease and clarity of explanation.
  • Purchase recording apparatus 13 includes a suitable apparatus 19 for sensing, identifying, and storing information on all the items purchased by the consumer test subject.
  • the sensing and identifying equipment for the items can be that typically used at a supermarket check-out counter, such as a laser bar code scanner coupled to a computer. The scanner detects a bar code printed on the purchased item which is used to identify the item itself.
  • a signal source 21 is provided which inputs a purchaser identification signal in association with the purchased items.
  • the purchaser identification signal is the unique code assigned to the consumer purchasing the items being sensed, identified and stored by apparatus 19.
  • source 21 is an activatable transmitter of the type described above with reference to Fig. 2. This would be positioned at the check-out counter. A transmitter worn by the consumer would trigger the activatable transmitter which consequently outputs a commensurate signal identifying the consumer in accordance therewith. That identification signal would be input to the computer along with the record from apparatus 19 of the purchased items.

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  • Engineering & Computer Science (AREA)
  • Signal Processing (AREA)
  • Management, Administration, Business Operations System, And Electronic Commerce (AREA)
  • Testing, Inspecting, Measuring Of Stereoscopic Televisions And Televisions (AREA)

Claims (7)

  1. Einrichtung für das Messen der relativen Wirksamkeit von Werbung in einer Mehrzahl von Medien auf das Kaufverhalten jedes Teilnehmers in einer Testgruppe von Konsumenten, dadurch gekennzeichnet, daß sie umfaßt:
    Mittel (1) für das automatische Überwachen von Werbung in einer Mehrzahl von Medien, welchen die Testgruppe von Konsumenten ausgesetzt wird,
    Mittel (21) für das Identifizieren, welche der überwachten Werbungen, welchen die Testgruppe von Konsumenten ausgesetzt wurde, mit jedem Konsumenten in der Testgruppe in Verbindung gebracht wird,
    Mittel (19) zum Festhalten am Ort des Kaufens der von der Testgruppe von Konsumenten erworbenen Gegenstände,
    tragbare Mittel (15,21), mitgeführt von den Konsumenten am Ort des Kaufens, zum Identifizieren, welche der festgehaltenen Gegenstände, erworben von der Testgruppe von Konsumenten, mit jedem entsprechenden Konsumenten in der Testgruppe in Verbindung zu bringen ist, und Mittel (5) für das Kombinieren der überwachten Werbung und der festgehaltenen Gegenstände für jeden entsprechenden Konsumenten in der Testgruppe.
  2. Die Einrichtung nach Anspruch 1 für das Messen der Wirksamkeit von Druck-, Rundfunk- und Fernsehwerbung auf das Kaufverhalten eines Konsumenten, bei der die Mittel (1) für das automatische Überwachen von Werbung, welcher der Konsument ausgesetzt wird, umfassen:
    erste Mittel (1) für das Erfassen von Signalen, die erzeugt werden, während der Konsument einem Druckmedium ausgesetzt ist, und zum Erzeugen eines ersten Signals, das für ein solches Aussetzen indikativ ist;
    zweite Mittel (7) für das Erfassen von Signalen, die erzeugt werden, während der Konsument einer Rundfunkwerbung ausgesetzt ist, zum Erzeugen eines zweiten Signals, das für ein solches Aussetzen indikativ ist;
    dritte Mittel (9) für das Erfassen von Signalen, die erzeugt werden, während der Konsument einem Fernseh-Werbespot ausgesetzt ist, zum Erzeugen eines dritten Signals, das indikativ für ein solches Aussetzen ist;
    und
    vierte Mittel (13) zum Erzeugen am Ort des Kaufens eines vierten Signals für das Festhalten der von dem Konsumenten erworbenen Gegenstände; und bei der die Mittel für das Identifizieren umfassen:
    fünfte Mittel (21) für das automatische Erzeugen eines Identifikationssignals, das von dem Konsumenten mitgeführt wird und diesem allein zugeordnet ist; und
    wobei die Mittel (5) für das Kombinieren die ersten, zweiten, dritten und vierten Signale mit dem Identifikationssignal kombinieren zum Inverbindungbringen eines Konsumenten, dem ein bestimmtes Identifikationssignal zugeordnet war, a) mit der in Beziehung mit dem ersten, zweiten und dritten Signal stehenden Werbung, und b) mit den Gegenständen bezüglich des vierten Signals, wodurch das Kaufverhalten des Konsumenten mit der Werbung, welcher er ausgesetzt war, korreliert werden kann.
  3. Die Einrichtung nach Anspruch 2, bei der die Mittel für das automatische Überwachen der Werbung (1) Mittel (13) für das Abspeichern der ersten, zweiten und dritten Signale umfassen.
  4. Die Einrichtung nach Anspruch 3, bei der die Mittel für das automatische Überwachen der Werbung Mittel (17) umfassen für das Bereitstellen einer Zeitangabe, die jeweils mit dem ersten, dem zweiten und dem dritten Signal abzuspeichern ist.
  5. Die Einrichtung nach Anspruch 2, bei der die Mittel für das automatische überwachen der Werbung (1) ein sechstes Mittel umfassen für das Erzeugen eines Identifikationssignals, das allein dem betreffenden Verbraucher zugeordnet ist.
  6. Ein Verfahren für das Messen der relativen Wirksamkeit von Werbung in einer Mehrzahl von Medien auf das Kaufverhalten jedes Teilnehmers in einer Testgruppe von Verbrauchern, dadurch gekennzeichnet, daß es die Schritte umfaßt:
    automatisches Überwachen von Werbung in einer Mehrzahl von Medien, welchen diese Testgruppe von Verbrauchern ausgesetzt ist,
    Identifizieren, welche überwachte Werbung, welchen diese Testgruppe von Verbrauchern ausgesetzt ist, jedem Konsumenten in der Testgruppe zugeordnet ist,
    Aufzeichnen am Ort des Kaufens der Gegenstände, die von der Testgruppe von Konsumenten erworben wird,
    Identifizieren an dem Ort des Kaufens mit tragbaren Mitteln, mitgeführt von den Verbrauchern, welche der aufgezeichneten, von der Testgruppe von Verbrauchern erworbenen Gegenstände jedem Verbraucher in der Testgruppe zugeordnet ist,
    und
    Kombinieren der überwachten Werbung und der aufgezeichneten Gegenstände für jeden der entsprechenden Verbraucher in der Testgruppe.
  7. Ein Verfahren für die Messung des Einflusses der Modifizierung eines Merkmals einer Werbung in einem einer Mehrzahl von Medien, in welchem ein Produkt beworben wird, dadurch gekennzeichnet, daß es die Schritte umfaßt:
    (a) Bewerben eines Produktes in einer Mehrzahl von Medien, wobei jedes Medium eine Werbung mit vorgewählten Merkmalen, wie Inhalt, Dauer, Zeitpunkt, Häufigkeit und geographische Lokalisierung, hat,
    (b) automatisches Überwachen des Aussetzens einer Testgruppe von Verbrauchern solcher Werbung,
    (c) Bestimmen am Ort des Kaufs der Gegenstände, die von der Testgruppe von Verbrauchern erworben wird, nachdem sie der Werbung ausgesetzt worden waren,
    (d) Korrelieren der Werbung, welcher jeder der Verbraucher als ihr ausgesetzt überwacht wurde, mit den von jedem entsprechenden Verbraucher erworbenen Gegenständen,
    (e) Modifizieren eines Merkmals der Werbung mit vorgewählten Charakteristiken in zumindest einem der Medien, und
    (f) Wiederholen der Schritte (b), (c) und (d).
EP19900307604 1989-07-11 1990-07-11 Verfahren und Vorrichtung zur Überwachung der Werbewirksamkeit Expired - Lifetime EP0408348B1 (de)

Applications Claiming Priority (2)

Application Number Priority Date Filing Date Title
US37836489A 1989-07-11 1989-07-11
US378364 1989-07-11

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EP0408348A2 EP0408348A2 (de) 1991-01-16
EP0408348A3 EP0408348A3 (en) 1991-07-24
EP0408348B1 true EP0408348B1 (de) 1995-02-22

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KR100392475B1 (ko) * 1992-11-16 2003-11-28 아비트론 인코포레이티드 방송또는기록된세그먼트를엔코딩/디코딩하고그러한세그먼트에대한시청자노출을모니터링하기위한방법과장치
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EP0408348A2 (de) 1991-01-16
DE69017107D1 (de) 1995-03-30
EP0408348A3 (en) 1991-07-24

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