JP2002063480A - System for measuring advertisement effect of printed matter for advertisement, recording medium and printed matter for advertisement - Google Patents

Abstract

PROBLEM TO BE SOLVED: To easily measure the advertisement effect such as an advertisement attention rate within the distribution area of a printed matter for advertisement by utilizing an internet homepage. SOLUTION: The printed matter for advertisement is connected to the internet homepage with an ID for advertisement medium identification, the access data of each printed matter for advertisement specified with the ID for advertisement medium identification are stored in a WWW server by urging the receivers of the printed matter for advertisement to read the specific page of the homepage specified with the ID for advertisement medium identification, the access data, printed matter distribution information data and the data of the ID for advertisement medium identification are respectively stored in the database file of a data processor, and the advertisement effect within the distribution area is measured by analyzing the access data, the printed matter distribution information data and the data of the ID for advertisement medium identification while associating the respective data with the ID for advertisement medium identification as a medium and outputted as an advertisement effect measurement report.

Description

DETAILED DESCRIPTION OF THE INVENTION

[0001]

BACKGROUND OF THE INVENTION 1. Field of the Invention The present invention relates to a system and a recording medium for measuring an advertising effect of an advertising printed matter using a homepage on the Internet, and an advertising printed matter.

[0002]

2. Description of the Related Art It is often understood that newspaper leaflets and street villas are distributed to an unspecified number of people, but they are not distributed at all, but are distributed in some specific areas such as "newspaper insertion households" and "station front distribution". It is no different from posters and direct mail mail catalogs in that it is distributed to consumers.

[0003] Incidentally, as a problem common to the above-mentioned advertising printed matter, there is a problem that the advertising effect is not clearly understood even if the printed matter is mass-copied and mass-distributed. In particular, it is very difficult to understand the advertising effect based on the distribution area information. For example, a newspaper insert advertisement is an advertisement method that has a strong regional attribute of being distributed to a specific region (trade area), but is only unilaterally distributed and has interactive nature with consumers. It is not possible to grasp consumer reactions (degree of attention). For this reason, it has not been possible to determine whether the distribution area of the printed matter for the advertisement coincides with the trade area of the advertiser product, whether the number of distribution sheets is appropriate, and the like.

[0004] On the other hand, an advertising print production company also provides a service in which an advertising effect is actively and regularly fed back to an advertiser to propose future advertising strategies and the like. Not yet. Furthermore, it has not been possible to use print media for advertisement in local market research, and such ideas have not been made in the past. Conventionally, market research in a region has been conducted exclusively using a monitor or a survey using a questionnaire, and has required a large amount of money, and it has been impossible to perform the research in real time or continuously.

[0005] In order to solve these problems, a method for measuring the advertising effect of an advertising printed matter has been sought.
For example, JP-A-11-85847 describes "Flyer distribution effect measurement system and flyer" is designed to print a bar code including regional information on the flyer for measuring the advertisement effect of the flyer, It is proposed to measure the distribution effect or advertisement effect. In this method, a consumer brings a flyer to a store, reads a barcode of the flyer with a computer at the store, and obtains collection information of the flyer.

[0006] As another approach method, when acquiring statistics of access to a homepage on the Internet, a response indicating which one of a number of advertising media has known the existence / address of the homepage is required as a viewing condition, In some cases, by measuring the proportion of printed matter for advertisement in the total number of accesses, the effect of advertisement is measured as a result.

[0007]

However, there is an unsolved problem with the above-described method of measuring the advertising effect that has been proposed. For example, in a method of printing a barcode on a flyer, the data verified by this method is determined when the consumer who receives the flyer arrives at the advertiser's store or the like motivated by the advertisement information (that is, purchases). At the time when the advertisement information reaches the consumer, whether the consumer actually received (1) the printed material for advertisement but did not read it, or (2) printed It is not possible to obtain data on the "attention rate" before receiving and reading the advertising material, but not making a purchasing action, that is, before purchasing the advertising material.

[0008] In the method of measuring advertising effectiveness using a homepage, the main subject of the survey is the audience rating of the homepage.
Information posted on the website is also versatile information,
We expect an unspecified number of accesses. Therefore, it is difficult to obtain accurate access data for each specific distribution area. And although the data obtained by this method is the information for measuring the effectiveness of the advertising printed matter, there is no special device on the homepage side to attract consumers who have received the advertising printed matter,
There is a problem in that it merely shows data of a person who is interested in homepage information that is accidentally posted on the advertisement print, rather than the pure advertising effect of the advertisement print. In addition, since the emphasis is on data acquisition on the homepage side, there is no information on the homepage side that prompts the browsing of printed materials distributed at the same time, so it is a one-way route from the printed material for advertising to the homepage. The effect of access to the media cannot be expected, and the combined effect of the two media cannot be obtained, leaving room for improvement as a method.

SUMMARY OF THE INVENTION The present invention has been made in view of such problems, and an object of the present invention is to identify an advertisement medium for identifying an advertisement print based on information such as the type, distribution area, and number of sheets of the advertisement print. By associating the Internet and the printed advertising materials with each other, the advertising effect such as the advertisement attention rate for the distribution area of the distributed printed advertising materials can be easily measured by using a homepage on the Internet, It is an object of the present invention to provide an advertisement effect measurement system, a recording medium, and an advertisement printout for a distribution area of an advertisement printout using a homepage on the Internet so that the measurement results can be effectively used for a market research / advertisement strategy. .

[0010]

In order to solve the above problems, the present inventor uses the Internet by making creative efforts in the production of printed materials for advertisements and the production of contents on Web homepages. do it,
The idea is that the interactive distribution between the advertising printed matter distributor and the recipient (consumer) can be used to measure in real time the attention rate, etc., of the distributed advertising printed matter in the distribution area. However, as a result of various studies, the present invention has been achieved.

[0011] The advertisement effect measuring system for advertising printed matter according to the present invention which achieves the above object is an advertising effect measuring system for advertising printed matter using a homepage on the Internet, and advertises the advertising printed matter and a homepage on the Internet. The advertisement print medium specified by the advertisement medium identification ID is sent to the WWW server by prompting the advertisement print receiver to browse the specific page specified by the advertisement medium identification ID on the homepage. Accumulating access data for each, receiving-side information data including at least the access data, a type of the advertisement printout for each advertisement medium identification ID, a distribution area of the advertisement printout,
The printed matter distribution information data including information such as the number of copies to be distributed is stored in a data file of a data processing device, and a distribution side information data file and a recipient side information data file are constructed in the data processing device. By associating the access data obtained from the recipient-side information data file with the print medium distribution information data and the advertisement medium identification ID data obtained from the distribution-side information data file using the advertisement medium identification ID as a medium. And measuring the advertising effect in the distribution area of the advertising printed matter, and outputting the measured content as an advertising effect measurement report.

[0012] The advertisement print includes a homepage address on the Internet, an advertisement medium identification ID, and partial information of linked information requiring acquisition of information displayed on both the advertisement print and the homepage. In addition to displaying, the homepage on the Internet,
A page on which the advertising medium identification ID is displayed and a page on which the partial information of the link information are posted are provided, and the accessible route to the partial information posting page is only a hyperlink from the page on which the advertising medium identification ID is displayed. . The advertising medium identification ID is only for linking the advertising printed matter with the information of the distribution area, and does not include any personal data, thereby preventing leakage of personal data. The advertisement medium identification ID is given based on the number of production points of the printed matter for advertisement, and a character or a character string, a numeral or a numeral string, a symbol, an image that can be distinguished from other printed matter for advertisement is used alone or in combination of a plurality thereof. It is composed of a combination.

[0013] The linked information is information that is originally integrated and has meaning only when it is divided into a home page on the Internet and a printed material for advertisement. It is possible to select any information that is most suitable according to the situation of the product, distribution area, advertiser, etc. For example, information on coupon issue or gift exchange It is valid, and in that case, a password that is a condition for issuing a coupon or a gift voucher is displayed as partial information of the link information in the homepage. In the printed matter for advertisement, a space that can be used as a coupon or a gift voucher is secured, and the space for displaying the ID for identifying the advertisement medium and a space for entering the password are provided in the space. Thereby, access to the Internet from the distributed printed matter for advertisement, and access to the printed matter for advertisement from a person who has accidentally viewed the homepage can be promoted, and mutual browsability can be achieved.

[0014] In addition, information regarding the conduct of a questionnaire can be adopted as the other linking information. In this case, a questionnaire of a questionnaire is displayed as partial information of the linking information in the homepage, and a questionnaire is displayed on the advertising printed matter. A space that can be used as an answer sheet is secured, and the space is provided with the advertising medium identification ID and an answer entry field for the questionnaire is provided. Furthermore, as the connection information, a combination of the connection information and each of the connection information, the partial information of the connection information is a password that becomes a condition of coupon issue or a password that becomes a condition of gift exchange,
It may be composed of a combination of questionnaire answer entry fields.

The data processing device analyzes the advertising effect of the advertising printed matter on the distribution area based on the distribution-side information data file, the recipient-side information data file, and data stored in these data files. Advertising effect analysis software is stored. More specifically, access data obtained from the WWW server, print data distribution information data and advertisement medium identification ID data stored in advance are stored, and the central processing unit uses the information to store the print data for the advertisement. The advertising effect in the distribution area is measured, and the measurement content is output as an advertising effect measurement report to the advertiser.If the connection information is related to a coupon or a gift voucher,
When the coupon or gift voucher is used, the coupon or gift voucher usage information is stored in a database file, and the access data, printed matter distribution information data, advertising medium identification ID data and the coupon usage or An advertisement effect in the distribution area of the printed matter for advertisement is measured from the gift exchange information data.

Similarly, if the linking information is information on conducting a questionnaire, the questionnaire information is stored in a database file when the questionnaire answer sheet is collected, and the access data, the printed matter distribution information data, From the ID data for advertising medium identification and the questionnaire information, an advertising effect on the distribution of the advertising print and the questionnaire answer book in the distribution area of the advertisement print is measured. Further, when the link information includes the both, the access data, the printed matter distribution information data, the advertising medium identification ID data, and the questionnaire information are used to determine whether or not the advertisement printed matter is in the distribution area of the advertisement printed matter. From the coupon usage or gift exchange information data and the questionnaire response data, the advertising effect related to the distribution of the printed matter for advertisement is measured.

Further, the recording medium of the present invention for achieving the above-described system for measuring the advertisement effect of the printed matter for advertisement includes access data acquired from a WWW server, printed matter distribution information data stored in advance, and an advertisement medium identification. 7. The advertisement effect is measured for the distribution area of the printed matter for advertisement by associating the advertisement medium identification ID with the medium from the ID data, and the measurement content is output as an advertisement effect measurement report. And a computer-readable recording medium that records a program that causes the data processing device to function as computer means.

Further, the printed matter for advertisement of the present invention is linked to a homepage on the Internet by an advertising medium identification ID, and is applicable to a system for measuring the advertising effect of the printed matter for advertisement using the Internet. It is characterized by providing a display column for displaying the above homepage address, advertising medium identification ID, and partial information of the linking information necessary for obtaining the information displayed on the Internet. . As the advertisement medium identification ID, the above-described ID can be adopted. Further, the partial information of the connection information includes a password or a questionnaire response entry field, which is a condition for issuing a coupon ticket or a gift voucher, or a combination of the password and a questionnaire response entry field. The display section may be either printed directly on the printed matter for advertisement or affixed as a sticker. Further, as the printed matter for the advertisement, insert flyer, direct mail, posting mail, mailing catalog,
It can be applied to street villas, free distribution magazines or newspapers.

[0019]

DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS First, the following terms used in the present specification are defined as follows. "Distribution of (printed material)" means the act of making the information on the printed material acceptable to the consumer. In addition to directly handing out the printed material to the consumer, insertion in the newspaper Includes posting to mail boxes and posting on bulletin boards. "Distribution area" means a place where printed materials are handed, an area including a newspaper insert household, in view of the definition of the "distribution",
Address where mail is posted, place where printed matter is posted, etc.
Means the attribute of the region where the printed matter is distributed. The “production name” is a general name indicating a printed material to be produced at the time of producing a printed material, and a name such as “flyer xx month xx day” or “DM @ month △△ day distribution portion” is usually used. The “print image image” is an image image after printing of a printed material, and is a partially original full-sized image or a reduced or enlarged image of a printed material to be printed. The “ID for advertising medium identification” is an ID given based on the number of production points for the purpose of linking the printed matter for advertisement and the information of the distribution area to the printed matter for advertisement, and is a character or character string, a numeral or number sequence, A symbol or image (including a printed image in addition to a normal image) singly or in combination, which is identifiable from other printed materials and cannot be easily associated with. Therefore, the production name is not suitable for the advertisement medium identification ID. "Linked information" is information that is meaningful only for the first time and is divided into multiple advertising media, and it is not possible to obtain necessary and sufficient information with only some media. It is characterized by having. The “partial information” means partial information divided into each medium constituting the “linkage information” as a whole, and uses expressions such as “print-side partial information” and “homepage-side partial information”. The "client terminal" refers to a device that can be connected to the Internet network on the consumer side or at a store, and examples thereof include a personal computer, a workstation, a mobile phone that can be connected to the network, and a portable information terminal.

Hereinafter, embodiments of the present invention will be described in detail with reference to the drawings. 1 is an overall schematic diagram, FIG. 2 is a block diagram showing the system configuration, FIG. 3 is a block diagram of a data processing device, FIGS.
FIG. 16 to FIG. 16 are display states on an advertisement printout for measuring an advertisement effect and display states corresponding to the display on an Internet homepage, FIG. 17 to FIG. 22 are schematic diagrams showing the contents of each database, FIG. Is an output sample diagram showing an example of an advertisement effect measurement report.

As shown in the schematic diagram of FIG. 1, the advertisement effect measurement system of the present embodiment includes an advertiser A, an advertisement creator B, a recipient of an advertisement print (hereinafter referred to as a consumer) C, and a store D.
(Often the same as an advertiser) by connecting the printed matter for advertising, the computer network (Internet) and the report of the measurement of advertising effectiveness as a means of mediation, and the consumer who receives the printed matter for advertising is a client By accessing the Internet from a terminal, the data processing device measures the advertising effectiveness in the advertising print distribution area based on the access data, creates an advertising effectiveness measurement report, and returns it to the advertiser. This system allows the results to be used effectively for advertising strategies and market research.

The data processing device 2 is configured as shown in FIG. 3, and includes a printed matter distribution information data file 6, an advertising medium identification ID data file 5, a homepage access information data file 7, and a coupon and other collection information data file 8. And an analysis software file 4 in which analysis software is stored. The analysis software files 4 are connected to the central processing unit 3 which is a control means, and based on the data read from the database, the analysis software And analyze the advertising effectiveness. Among the data files, the printed matter distribution information data file 6, the advertising medium identification ID data file 5 constitutes a distribution side information data file, the homepage access information data file 7, and the collection information data file 8 such as coupons constitute the recipient side information. Make up the data file. The coupon collection information data file 8 is used when the connection information is related to coupons, questionnaires, or presents, and any of coupon collection information, questionnaire response information, or gift exchange information is required. It is not always necessary. It is desirable that the distribution-side information data file be separately configured to specially associate the advertisement medium identification ID with the distribution area as described later. However, the printed matter distribution information data file 6 and the advertisement medium identification ID data file are preferably used. It is not always necessary to divide the data file into five data files, and the data file may be combined into one data file.

Reference numeral 9 in the figure denotes input control means for inputting data and the like, which is constituted by a keyboard, various media such as a CD-ROM and an MO, various reading means and communication means. Reference numeral 10 denotes output control means for printing, monitoring output, or transferring the measured advertising effect. In addition, the client terminal is not limited to the case where it is at the hands of the consumer. The client terminal includes a client terminal connected to the Internet at a place where the consumer can visit, such as a shop / office, and is open to the consumer. In addition, all consumers who have acquired the printed material for advertisement can access the Internet information. As a result, the number of access to the homepage of the advertiser also increases, and the value as the site increases.

Hereinafter, the configuration of the entire system will be described based on the overall flowchart shown in FIG. The advertising production company (advertiser B), upon request of advertiser A to produce an advertising printed matter, drafts a plan for interlocking the advertising printed matter and the Internet, determines a distribution area to be investigated, and evaluates the advertising effect. An advertisement printed matter to be measured is produced, and contents on the Internet homepage 12 are produced. To measure the advertising effect, the consumer needs to access the home page 12 on the Internet from the client terminal 13 connected to the Internet network. Therefore, when producing the printed material for advertisement and the content on the Internet homepage, first, an advertising medium identification ID for guaranteeing the relevance between the medium of the printed material for advertisement and the medium of the homepage on the Internet is determined (step 1). The advertisement medium identification ID is a tool that identifies a distribution area to be investigated in the advertisement print material and measures an advertisement effect based on the distribution area, and is an important element. .

Therefore, the advertisement medium identification ID to be displayed on the advertisement print to be produced must link the advertisement print 1 with the information on the distribution area, and is given based on the number of productions of the advertisement print. It is a single or multiple combination of letters or character strings, numbers or numbers, symbols, and images (including printed images as well as ordinary images) that can be distinguished from other printed materials and that cannot be easily associated. It consists of. For example, FIG. 9, FIG. 11, FIG.
3. In the printed matter for advertisement 1-1 to 1-4 in FIG. 15, Shirahuri, hydrangea, cosmos, and lily of the valley are used as the advertisement medium identification ID 22. Advertising medium identification ID
Is determined, the advertisement medium identification ID is associated with the distribution area, input to the advertisement medium identification ID data file 5 of the data processing device 2 (FIG. 3), and stored (step 2).

FIG. 17 shows an example of information stored in the advertising medium identification ID data file 5. In this example, the advertisement file identification ID 22 can be entered in the data file in association with the production name 23 and the distribution area 24. By specifying the advertisement medium identification ID, the corresponding advertisement can be written from the file. The printed matter and its distribution area can be read out. Further, as described later, when the advertisement medium identification ID is not known at the start of the advertisement measurement, the advertisement medium identification ID can be searched for from the production name and the distribution area of the advertisement print. Note that even if a plurality of advertising medium identification IDs are set, if only the attribute of the same distribution area is reflected, only one can be recorded. For example, when "image" and "character string" are set as a plurality of IDs, the character string is recorded in the data file as a representative.

In addition, it is necessary to take measures to encourage consumers to access the Internet, and in the present invention, as a means for achieving this, a device for preparing linked information that spans both media has been devised. Therefore, next determine the link information,
In addition, as the partial information of the linked information, the contents of the print-side partial information to be posted on the printed matter for advertisement and the contents of the home-side partial information to be posted on the home page are determined (step 3). Linked information is information that is originally integrated and has meaning only when it is divided and displayed on the home page on the Internet and a printed matter for advertisement. For example, information on coupons, gifts, or questionnaires, or a combination thereof The partial information of the linking information is, for example, dividing a password, which is an effective condition of a coupon or a gift voucher, into an advertising printed matter and an Internet homepage, and combining the advertising printed matter with a password obtained from the Internet. Thus, the conditions for issuing a coupon or a gift voucher are set. In the case of the questionnaire information, the partial information of the link information on the Internet is a question item, and the partial information of the link information in the printed material for advertisement is the answer column.

As described above, when the advertisement medium identification ID, the link information, and the partial information thereof are determined, the display field of the advertisement print is determined, and the advertisement print is printed. 9, 11, 13, and 15 show printed materials for advertisements 1-1 to 1-4.
9, FIG. 11, and FIG. 15 show examples of display columns in FIG.
As will be described later, it can be cut out so that it can be used as a coupon, a gift voucher, or a questionnaire response sheet. This display column may be printed integrally with the printed matter for advertisement, or may be separately formed as a seal and attached to the printed matter for advertisement. In the display column, as described above, the advertisement medium identification ID, the print-side partial information of the linked information, and the Internet homepage address 28 are described. In addition,
The homepage address 28 does not need to be provided in a display field that can be cut off.

FIGS. 9 to 16 show specific examples of the link information. FIG. 9 shows an example in which the link information relates to a coupon ticket. At the same time, a notice of issuance of a coupon for 500 yen / password acquisition method /
The password entry field / how to use, etc. are specified. A blank portion is an entry field 27 (in this embodiment, a password entry field) for the Internet-side partial information obtained from the Internet homepage. On the other hand, on a partial information posting page 31 of the homepage of the WWW server, which will be described later, a notification that the password is necessary for the coupon / password / how to use is posted as the partial information 32 on the homepage.

Similarly, FIG. 11 shows an example in which the connection information is related to a present, in which a notice of a present voucher, a password acquisition method, a password entry field, a usage method, and the like are clearly shown. In addition, on the partial information posting page 31 of the corresponding home page shown in FIG. 12, as the home page side partial information 32, a notification that the password is necessary for the gift voucher / password / how to use is posted. Further, FIG. 13 shows an example of the case where the connection information is information relating to bargain sale, in which a notice of bargain sale / a method of acquiring bargain sale information and the like are clearly shown. In addition, on the partial information posting page 31 of the corresponding home page shown in FIG. 14, bargain information (price of bargain item) / sales section and the like are posted as home page side partial information 32. FIG. 15 shows an example in which the linked information is information on a questionnaire.
As No. 6, the notification / answer column of the questionnaire is clearly shown. In addition, on the partial information posting page 31 of the corresponding homepage shown in FIG. 16, questionnaire items and the like are posted as homepage side partial information 32. The link information is not limited to the above, and can be arbitrarily configured such as various other event information.

It should be noted that, as the homepage address 28 to be posted on the printed matter for advertisement, the URL of the "partial information of the link information" is not posted,
And The reason is that, at the request of the usability of the consumer, rather than posting the URL of the partial information of the link information that can be changed for each link information, the fixed page of the upper hierarchy is always displayed, and the fixed page → advertising medium This is to ensure a flow of browsing from the page where the identification ID is displayed to the page where the partial information of the link information is displayed. Accordingly, if the consumer also uses the bookmark function of the browser, a simple method of bookmarking the upper-level page, searching for the advertising medium identification ID, clicking the link, and displaying the partial information of the linking information at each access is provided. Facilitate access to desired information.

When the above-described advertisement medium identification ID and link information are determined, the specific page specified by the advertisement medium identification ID is displayed on the WWW server 14 in parallel with the creation of the advertisement printout. Is created in a lower hierarchy of the homepage 12 having the homepage address 28 described in the above section. As the page, first, an advertisement medium identification ID link page 30 on which the advertisement medium identification ID is displayed is produced, and then a partial information posting page 31 on which the homepage side partial information 32 is posted is produced. The advertising medium identification ID link page 30 and the partial information posting page 31
Hyperlinks are set using a page description language such as HTML so that the advertisement medium identification ID link page 30 is in the upper layer and the partial information page 31 is in the lower layer. Further, the partial information posting page 31 is structured such that no hyperlink from another page is provided (step 4 above). 10, 12, and 1
4 and FIG. 16 show an advertising medium identification ID link page 30.
And the embodiment of the partial information posting page 31 are shown.
The hyperlink in the embodiment for returning from the partial information posting page 31 to the advertising medium identification ID link page 30 is not essential.

At the stage when the advertisement print material can be distributed, the print material information is stored in the print material distribution information data file 6 of the processing device in parallel, the advertisement print material is distributed to the consumer, and the WWW server is provided. The specific page is uploaded to 14 (steps 5 and 6 above). The printed material distribution information data file 6 stores information about the printed material together with the advertisement medium identification ID corresponding to the printed material for advertisement. FIG. 18 shows an example of a file configuration of the printed matter distribution information data file 6. In this example,
The name of the production, the type of printed matter, the distribution time, the number of distributions, and the contents of the connection information can be entered in association with the advertisement medium identification ID, and by specifying the advertisement medium identification ID, the file can be used for the corresponding advertisement. It is possible to read out the printed matter, the distribution time, the number of copies distributed, and the content of the connection information. In this embodiment, the advertisement medium identification ID data file and the printed matter distribution information data file are provided separately. However, both files may be combined by providing a distribution area writing column in the printed matter distribution information data file. It is possible.

Through the above steps, it becomes possible to start the measurement of the advertisement effect of the printed matter for advertisement. An advertising printed matter in which the advertising medium identification ID and the printed information of the linked information are published is distributed, and the consumer receives it, and views the printed information of the linked information published in the advertising printed matter. At the same time, the homepage is accessed from the homepage address described therein, and the ID link page 30 for sequentially identifying the advertising medium in the lower hierarchy,
By browsing the partial information posting page 31, the consumer can obtain the home page side partial information (steps 7 and 9). When the consumer browses the advertising medium identification ID link page and the partial information posting page from the client terminal, the access data of the page is recorded in the access log of the WWW server (steps 8 and 10). In general, the access log contains access data of all pages constituting the homepage, but the present invention requires only an advertising medium identification ID link page and a partial information posting page.

Some consumers do not browse the printed matter for advertisement, but recognize the necessity of the advertising medium identification ID and the printed matter side information displayed on the printed matter for advertisement while browsing the homepage. There are cases. Also in this case, after confirming the advertising medium identification ID displayed on the printed matter and the print-side partial information of the link information from the distributed printed matter for advertisement, the homepage-side partial information is browsed. Also in this case, the access data of the consumer is WWW
Recorded in the server access log.

In the above-described repetition step 11, the access data is tallyed unless a total of the access data is instructed, and the access data is acquired for each of the consumers A, B, C,....

When constructing the homepage access information data file 7 of the data processing device 2, first, the WWW
It is necessary to acquire an access log from the server (step 12). To acquire the access log, the data processing device 2 is connected to a computer network and downloaded from a WWW server, or acquired off-line via a CD-ROM or the like. Either is possible. Then, the central processing unit 3 converts the URL of the advertising medium identification ID link page and the U of the partial information posting page from the input access log.
The access data is extracted and analyzed based on the RL (step 13), and the advertisement medium identification ID, the URL of the two pages,
The access data such as the number of days of posting the home page of the two pages and the cumulative number of accesses to the page are stored in the home page access information data file 7 (step 14).

FIG. 19 is an example of a homepage access information data file. The homepage access information data file 7 includes, as shown in FIG.
URL of partial information posting page, number of days of partial information posting page, total number of accesses to partial information posting page, advertising medium identification ID, URL of advertising medium identification ID link page
L, the number of days of posting of the advertising medium identification ID link page, and the total number of accesses of the advertising medium identification ID link page are provided. Further, if necessary, for example, for each of the partial information posting page and the advertising medium identification ID link page, an item column of an hourly access number, a daily access number, a weekly access number, and a monthly access number may be provided. it can. In the homepage access information data file 7 as well, by inputting the advertisement medium identification ID, it is possible to search all access data for the advertisement printed matter specified thereby.

In addition, the coupon and other collection information data file 8 of the data processing device stores a coupon,
When any one of a gift voucher and a questionnaire answer book is collected and collected, the number of collections and the content of the acquired information are input and stored based on the advertising medium identification ID displayed on them. An example of information stored in the collection information data file such as a coupon is shown in FIGS. FIG. 20 shows a coupon collection information data file 8-
1, Fig. 21 shows the questionnaire response number information data file 8-
2. FIG. 22 shows a gift exchange number information database file 8-3, in which the number of collections and the number of replies within the totaling period for the advertisement printed matter specified by inputting the advertisement medium identification ID are all input. , All the exchange numbers can be searched. The coupon collection information data file 8 is constructed when coupon ticket validity information, present voucher validity information, questionnaire information, or the like is selected as connection information, and may not be constructed depending on the connection information. .

As described above, when the database of the data processing device is constructed, the central processing unit 3 is operated by the analysis software stored in the data processing device periodically, for example, weekly or monthly. The four types of data are analyzed based on the advertising medium identification ID by a method described later (step 15), and the association between the distribution area, the distribution information, and the access information is output in the form of an advertisement effect measurement report 35 ( Step 16). In addition, when it becomes unnecessary to measure the advertising effect, the corresponding two pages on the homepage are deleted.

Next, the advertising effectiveness measuring procedure by database analysis in the data processing device in the above step 15 is shown in FIG.
This will be described in detail with reference to FIG. FIG. 5 shows an outline of the entire processing procedure of the data processing in the data processing device. In the data analysis procedure, when the data analysis process starts, the data analysis preparation process is executed, the analysis software stored in the analysis software file is expanded on the memory of the central processing unit, and stored in each data file. Data (step 20), and the analysis software uses the analysis software to identify the advertising medium.
A specific file search command for each D is executed (step 2).
1).

Therefore, the input of the advertisement medium identification ID is required (step 22). If the advertisement medium is not available and the advertisement medium identification ID is unknown, the rescue for searching the advertisement area from the distribution area information is performed. The process proceeds to step 23 in which the process 1 for performing the process is performed, and proceeds to step 24 in which the process 2 is directly performed when the printed material for the advertisement can be input. Step 23
Is performed as shown in detail in FIG. In step 23-1, the user is prompted to enter a distribution area to be examined. In step 23-2, when the distribution area to be examined is entered, the distribution area is searched from the advertisement medium identification ID data file 5, and the distribution area is designated on the screen. A list of the production names of the advertisement printed materials and the advertisement medium identification IDs is displayed (steps 23-3 to 23-4). The advertisement medium identification ID is input based on a display requesting an instruction for narrowing down the investigation target advertisement medium identification ID from the list (steps 23-5 to 7). Advertisement medium identification I obtained
D is temporarily stored in the storage device of the data processing device as the ID for identifying the advertising medium to be measured (step 23-).
8). If the search is to be continued, the process returns to step 23-6 to repeat the search. Searched advertising medium identification I
When the measurement is performed at D, the advertisement medium identification ID temporarily stored in step 23-8 is read out, and the corresponding advertisement medium identification ID is displayed on the screen (steps 23-9 to 23-9).
11) Then, the process proceeds to the processing 2 of the step 24.

FIG. 7 shows a detailed flowchart of the process 2 performed in step 24. In step 24,
The advertisement medium identification ID retrieved in step 23 or the advertisement medium identification ID displayed on the advertisement printout is input (steps 24-1 and 2). When the advertisement medium identification ID is input, the central processing unit 3 uses the advertisement medium identification ID based on the program specified in advance, based on the advertisement medium identification ID, to access homepage access information data and print distribution information data,
The advertisement medium identification ID data and the collection information data such as coupons are respectively stored in the database file of the data processing device, and the data processing device stores the homepage access information data file 7, the printed matter distribution information data file 6, and the advertisement medium identification data file. The ID data file 5 is searched, and the search result is displayed on the screen (steps 24-3 to 24-3).
Along with 4), the search result is stored in the storage device of the data processing device (step 24-5). If it is to be continued, the process returns to step 24-1. If it is not to be continued, the process 2 ends and the process moves to step 25 (step 24-6).

When the data arrangement process for each advertising medium identification ID, which is the basis of the analysis, is completed in the process 2, it is determined whether or not a correlation analysis is to be performed on a plurality of printed materials for advertisement (step 2).
5) If the analysis processing of the advertisement prints is performed alone, the process proceeds to step 26; if the analysis process of a plurality of advertisement prints is performed, the process proceeds to step 27. Step 26 and Step 2
Details of 7 are shown in FIG. First, in the case of performing the analysis processing of the printed matter for advertisement alone, in step 26,
The temporarily stored advertisement medium identification ID is displayed, and the measurement target advertisement medium identification ID is input (steps 26-1 to 26-1).
3), the output processing of all the data relating to the input advertising medium identification ID is performed, and the entire list is displayed on the screen (steps 26-4 to 26-5). Options are presented for a single analysis menu, and by selecting and inputting a menu to be analyzed, data analysis is performed by a calculation according to the menu based on preset analysis software (steps 26-6 to 26-6). ). The analysis result is output to the screen and stored in the storage device of the data processing device (steps 26-9 to 26). If the analysis is to be continued, the process returns to step 26-6 and repeats. If not, the process proceeds to processing 4 (step 26-11).

The operation menu includes an operation for obtaining an "attention rate" obtained by dividing the number of accesses relating to a specific advertising medium identification ID by the number of distributions and a "comparison of the attention rate among a plurality of printed materials". It is essential to have an operation to perform, and in order to respond to data analysis related to various types of linked information, the “collection rate for printed matter” obtained by dividing the number of coupons collected (or the number of questionnaire responses / gift exchanges) by the number of copies distributed and At least the calculation to obtain the "recovery rate to homepage" obtained by dividing the number of coupons collected (or the number of questionnaire responses / number of gift exchanges) by the number of accesses and the operation to perform "comparison of the collection rate among multiple printed materials" You need to be prepared.

When the correlation analysis is performed on a plurality of advertisement prints, the process proceeds from step 25 to step 27. In step 27, a plurality of advertisement medium identification ID data are simultaneously processed, and the plurality of advertisement medium identification ID data are processed according to a plurality of analysis menus. In terms of data analysis, processing 3 for analyzing and printing printed materials for advertisements independently
Since this is the same as -A, detailed description is omitted.

As described above, when the analysis processing using the advertisement medium identification ID as an intermediary is completed, the advertisement effect measurement report output processing is performed, and the entire processing ends (step 28).
FIG. 23 shows an example of the advertisement effect measurement report 35. The advertisement effectiveness measurement report is an example of a case in which only the printed matter for advertisement specified by the advertisement medium identification ID “hydrangea” is analyzed and processed. It shows the results of measuring the advertising effectiveness in the Shibuya and Nakano wards of Tokyo when distributed to newspaper subscription zones throughout the region. In the figure, as the data to be used, an advertisement creator-side generated data group a obtained from a printed matter distribution information data file and the like and a consumer-side generated data group b obtained from a homepage access information data file are displayed. It is displayed as numerical analysis data c which numerically represents the analysis result from many viewpoints based on the analysis result. The result of the qualitative analysis based on the numerical analysis data is further provided with a comment e so that the result can be reflected in future advertising activities, and is returned to the advertiser.

Although the various embodiments of the present invention have been described above, the present invention determines whether or not a distribution area of a newspaper insert flyer or the like which has been simply distributed conventionally is effectively acting on the commercial area of the advertiser. The technical concept is to use an advertising method using an advertising print that enables indirect market research with evaluation of the distribution area suitability of the advertising print in the above-described embodiment. It is needless to say that various design changes are possible within the scope of the technical idea.

[0049]

As described above, according to the present invention, an advertisement print such as an insertion flyer is linked with a homepage on the Internet, and a user of the advertisement print is encouraged to view a specific page of the homepage. Encourage viewers to view the advertising prints, and make both media interactive so that consumers' reactions to the advertising prints distributed to specific areas can be grasped in real time, and access statistics analysis can be used for advertising. It is possible to indirectly conduct market research of the trade area together with the evaluation of the suitability of the printed matter for distribution area. In particular, by using the homepage of the Internet by associating the Internet and the advertising prints with the advertising medium identification ID that specifies the advertising prints with information such as the type and distribution area of the advertising prints and the number of distribution sheets, It is possible to measure the advertising effect on the distribution area of the advertising printed matter having a high regional attribute such as an insert flyer, which was difficult to measure conventionally.

Further, since data is mainly verified using the advertisement medium identification ID, there is no risk of leakage of personal data. Since the group can be surveyed collectively, there is no need for marketing research using monitors. Conventionally, the budget used for market research can be reduced. Further, real-time research, which was impossible with conventional market research, can be performed at a low cost without a break for almost one year.

The advertiser analyzes the difference in reverberation with other companies' advertisements distributed in the same area based on the advertising effectiveness measurement result obtained from the advertising effectiveness measurement report, It is also possible to carry out joint advertisements using the medium space.

[Brief description of the drawings]

FIG. 1 is a conceptual diagram of a system for measuring an advertisement effect of a printed matter for advertisement of the present invention.

FIG. 2 is a schematic configuration diagram of a system for measuring an advertisement effect of a printed matter for advertisement according to an embodiment of the present invention.

FIG. 3 is a block diagram of a data processing device according to the embodiment of the present invention.

FIG. 4 is an overall flowchart of a system for measuring an advertisement effect of a printed matter for advertisement according to an embodiment of the present invention.

FIG. 5 is a flowchart of an advertisement effect analysis process for an advertisement printed matter in the data processing device.

FIG. 6 is a detailed flowchart of a process 1 in FIG. 5;

FIG. 7 is a detailed flowchart of processing 2 in FIG. 5;

FIG. 8 is a detailed flowchart of processing 3-A and processing 3-B in FIG.

FIG. 9 is a schematic diagram of a main part of a folding flyer according to the embodiment of the printed matter for advertisement of the present invention.

FIG. 10 shows a homepage screen corresponding to FIG. 9,
(A) is a page on which the advertisement medium identification ID is displayed,
(B) is an embodiment of a page on which partial information of the link information is posted.

FIG. 11 is a schematic diagram of a main part of a folding flyer according to another embodiment of the printed matter for advertisement of the present invention.

FIG. 12 shows a homepage screen corresponding to FIG.
(A) is a page on which the advertisement medium identification ID is displayed,
(B) is an embodiment of a page on which partial information of the link information is posted.

FIG. 13 is a schematic diagram of a main part of a folding flyer according to another embodiment of the printed matter for advertisement of the present invention.

FIG. 14 shows a homepage screen corresponding to FIG.
(A) is a page on which the advertisement medium identification ID is displayed,
(B) is an embodiment of a page on which partial information of the link information is posted.

FIG. 15 is a schematic diagram of a main part of a folding flyer according to still another embodiment of the printed matter for advertisement of the present invention.

FIG. 16 shows a homepage screen corresponding to FIG.
(A) is a page on which the advertisement medium identification ID is displayed,
(B) is an embodiment of a page on which partial information of the link information is posted.

FIG. 17 is a schematic diagram of an information item of an advertising medium identification ID data file stored in the processing device.

FIG. 18 is a schematic diagram illustrating information items of a print distribution information data file stored in the processing device.

FIG. 19 is a schematic diagram of information items of a homepage access information data file stored in a processing device.

FIG. 20 is a schematic diagram of information items of a coupon collection information data file stored in the processing device.

FIG. 21 is a schematic diagram of information items of a questionnaire response number information data file stored in the processing device.

FIG. 22 is a schematic diagram of information items of a present exchange number information data file stored in the processing device.

FIG. 23 is a sample output of an advertisement effectiveness measurement report.

[Explanation of symbols]

DESCRIPTION OF SYMBOLS 1 Printed matter for advertisement 2 Data processing unit 3 Central processing unit 4 Analysis software file 5 Advertising medium identification ID data file 6 Printed matter distribution information data file 7 Homepage access information data file 8 Coupon and other collection information data file 9 Input control means 12 Homepage 13 Client terminal 14 WWW
Server 22 Advertising medium identification ID 25 Display field 26 Printed material side information 28 Homepage address 30 Advertising medium identification ID link page 31 Partial information posting page 32 Homepage side partial information

Claims (16)

[Claims] 1. A system for measuring the advertising effectiveness of a printed matter for advertisement using a homepage on the Internet, wherein the printed matter for advertisement and the homepage on the Internet are linked by an advertising medium identification ID, and a recipient of the printed matter for advertisement is linked to a receiver of the printed matter for advertisement. By accelerating the browsing of the specific page specified by the advertisement medium identification ID, access data for each advertisement printed matter specified by the advertisement medium identification ID is stored in the WWW server, and at least a recipient including the access data Side information data and distribution-side information data including information such as the type of the advertisement printout for each advertisement medium identification ID, the distribution area of the advertisement printout, and the number of copies to be distributed are stored in the data file of the data processing device. And constructing a distribution side information data file and a recipient side information data file in the data processing device, In the data processing device, the advertisement medium identification information is obtained from the access data obtained from the recipient side information data file, the printed matter distribution information data obtained from the distribution side information data file, and the advertisement medium identification ID data.
By associating each data via D,
An advertisement effectiveness measurement system for an advertisement print, wherein the advertisement effectiveness in the distribution area of the advertisement print is measured, and the measurement content is output as an advertisement effectiveness measurement report. 2. The advertisement print includes a homepage address on the Internet and the advertisement medium identification ID.
The advertising effectiveness measurement system according to claim 1, further comprising: partial information of linked information requiring acquisition of information displayed on both the printed matter for advertisement and the homepage. 3. The homepage on the Internet includes a page displaying the advertisement medium identification ID and a page on which partial information of the link information is posted, and a route that can access the partial information posting page is provided by the advertisement. The advertising effectiveness measurement system according to claim 1 or 2, wherein only the hyperlink from the page displaying the medium identification ID is used. 4. The data processing device includes: the distribution-side information data file; the recipient-side information data file;
The advertisement effect measurement system according to any one of claims 1 to 3, further comprising advertisement effect analysis software for analyzing an advertisement effect of the advertisement print on the distribution area based on the data stored in the data files. 5. The advertisement-side information data file includes an advertisement-medium identification ID data file that records a correspondence between the advertisement-medium identification ID and a distribution area of the advertisement print, and the advertisement-medium identification ID. It is composed of a printed matter distribution information data file that records the type of printed matter specified and the number of copies to be distributed, and the recipient information data file is a portion of the linking information with the page displaying the advertising medium identification ID on the homepage. The advertisement effect measurement system according to any one of claims 1 to 4, wherein the advertisement effect measurement system includes a homepage access information data file and a coupon collection information data file acquired from an access log of a WWW server with respect to the page on which the information is posted. 6. An advertising effectiveness measuring system for an advertising printed matter using a homepage on the Internet, wherein the distributed advertising printed matter includes an Internet homepage address, an advertising medium identification ID, the advertising printed matter and the homepage. Page that displays the partial information of the link information that requires acquisition of the information displayed on both sides, and a page that displays the advertising medium identification ID and a page that lists the partial information of the link information in the homepage. By setting only the hyperlink from the page displaying the advertisement medium identification ID as the route that can access the page on which the partial information is posted, the advertisement print material and the homepage on the Internet can be identified by the advertisement medium identification. To the recipient of the printed material for advertising, Prompting the user to browse the specific page specified by the advertisement ID, accumulates access data for each advertisement printed matter specified by the advertisement medium identification ID in the WWW server, and at least recipient-side information including the access data Data and printed matter distribution information data including information such as the type of the printed matter for the advertisement for each of the advertising medium identification IDs, the distribution area of the printed matter for the advertisement, and the number of copies are stored in the data file of the data processing device. Constructing a distribution-side information data file and a recipient-side information data file in the data processing apparatus, and the data processing apparatus obtains the advertisement medium identification ID from the print distribution information data and the access data obtained from each data file. By associating each data with the mediation, the advertisement in the distribution area of the printed matter for advertisement is An advertising effectiveness measurement system for an advertising printed matter, wherein the effectiveness is measured, and the measurement content is output as an advertising effectiveness measurement report to an advertiser. 7. The connection information is information relating to issuance of a coupon or gift exchange, and the homepage includes the advertising medium identification ID,
A password that is a condition for issuing a coupon or a gift voucher is displayed as partial information on the homepage side of the link information, and a space that can be used as a coupon or a gift voucher is secured in the printed matter for advertisement, and the space is The advertisement medium identification ID and the password entry field are provided, and when the coupon or the present voucher is used, the coupon or the present voucher use information is stored in a database file, and the access data and the printed matter distribution information are stored. 7. The advertisement effect measurement system according to claim 6, wherein an advertisement effect on a distribution area of the printed matter for advertisement is measured from the data, the advertisement medium identification ID data, and the coupon use or gift exchange information data. 8. The linked information is information on conducting a questionnaire, a questionnaire question is displayed as partial information on the homepage side of the linked information in the homepage, and a space that can be used as a questionnaire answer sheet is secured in the advertising printed matter. In the space, the advertisement medium identification ID is displayed and a questionnaire answer entry column is provided. When the questionnaire answer sheet is collected, the questionnaire information is stored in a database file, and the access data and the printed matter are stored. 7. The advertisement effect measurement system according to claim 6, wherein the advertisement effect on the advertisement print material with respect to the distribution area of the advertisement print material is measured from the distribution information data, the advertisement medium identification ID data, and the questionnaire information data. 9. The advertisement print material by associating the advertisement medium identification ID with a medium from access data acquired from a WWW server, and previously stored print material distribution information data and advertisement medium identification ID data. 7. The advertisement effect on the distribution area of the above is measured, and the measured content is output as an advertisement effect measurement report.
A computer-readable recording medium that records a program that causes the data processing device to function as computer means. 10. An advertisement printout which is linked to a homepage on the Internet and the advertisement medium identification ID and can be applied to an advertisement effect measurement system for an advertisement printout using the Internet, comprising: a homepage address on the Internet; A printed matter for advertisement, comprising: a display column for displaying a medium identification ID and partial information of connection information necessary for acquiring information displayed on the Internet. 11. The advertisement medium identification ID is for linking the advertisement print with information on a distribution area, and is given based on the number of productions of the advertisement print, and can be distinguished from other advertisement prints. The printed matter for advertisement according to claim 10, wherein the printed matter is a character or a character string, a numeral or a numeral string, a symbol, or an image alone or in combination of plural kinds thereof. 12. The link information is information that is originally integrated and has meaning only when it is divided into a home page on the Internet and a printed matter for advertisement, and the link information is a coupon or a gift. The printed matter for advertisement according to claim 10 or 11, wherein the partial information of the connection information is a password serving as a condition for validating a coupon or a present voucher. 13. The link information is information that is originally integrated and has meaning only when it is divided into a home page on the Internet and a printed matter for advertisement, and the link information is information on a questionnaire. The printed matter for advertisement according to claim 10 or 11, wherein the printed matter side information of the linked information is a questionnaire response entry column. 14. The connection information is complex information comprising a combination of the connection information according to claim 12 and claim 13, and the partial information of the connection information is a password or gift exchange that becomes a condition for issuing a coupon ticket. The printed matter for advertisement according to claim 10 or 11, comprising a combination of a password that satisfies the condition (1) and a questionnaire answer entry field. 15. The advertisement printed matter according to claim 10, wherein the display section is either printed directly on the advertisement printed matter or attached as a sticker. 16. The printed matter for advertisement according to claim 10, wherein the printed matter for advertisement is one of an insert flyer, a direct mail, a street flier, a free distribution magazine or newspaper, a posting mail, and a mailing catalog.