JP2004054842A - Pop advertisement production management system - Google Patents

Abstract

<P>PROBLEM TO BE SOLVED: To provide a POP advertisement production management system providing a POP advertisement by using a client terminal connected to a network, and capable of maintaining a unified image of the POP advertisement. <P>SOLUTION: The POP advertisement production management system is provided with a keyword database file 41 registering a keyword group specified for a particular commodity, a POP advertisement editing part 32 editing and producing the POP advertisement by using a keyword selected from the keyword group specified for the particular commodity registered in the keyword database file during POP advertisement production for the particular commodity, and a page layout database file 46 storing page layout data of the edited and produced POP advertisement so it can be sent out to a network user. <P>COPYRIGHT: (C)2004,JPO

Description

[0001]
TECHNICAL FIELD OF THE INVENTION
The present invention relates to a POP advertisement production management system that produces and manages POP advertisements used when selling exhibited products and services to customers.
[0002]
[Prior art]
In a car store, a home appliance store, a travel agency, etc., POP (products and services or both are abbreviated as products and services) for products and / or services presented to customers. (Point of Purchase) advertisement is prepared. The POP advertisement is a form in which a headword as a phrase that most characterizes the product / service and, where necessary, a price and product specifications are printed on a suitable paper in a characteristic typeface generally called a POP typeface, or displayed on a display. It is used in the form of doing. Such POP advertisements are produced for each product or service for each store, and the types thereof are various.
[0003]
[Problems to be solved by the invention]
Japanese Patent Application Laid-Open No. 2002-46313 discloses a POP advertisement printing system for easily producing a wide variety of POP advertisements, especially flyer-shaped POP advertisements printed on paper. In this POP advertisement printing system, a template is read out based on the input print data, and POP advertisement editing data for each product is created by developing and editing standard headwords and prices on the paper template. Then, a print file is created by the print file creating means based on the edited data, and the POP advertisement is printed out by the printing means. This POP advertisement printing system makes it easy and efficient to edit and print out POP advertisements, but the headwords and prices to be used must be created in advance at the POP advertisement use site, that is, at the store, as print data. Also, when this system is a stand-alone type, and a POP advertisement leaflet to be used in a store network scattered locally or nationwide is created, each store creates print data and prints the POP advertisement. There is a problem in that the POP advertisement leaflet printed out here and sent to the system must be sent again to each store.
[0004]
In order to solve the above-mentioned problems of the stand-alone type POP advertisement printing system, Japanese Patent Application Laid-Open No. 2002-15154 proposes a server / client type POP advertisement production system. In this system, a user who uses a POP advertisement accesses a database of a server through a client terminal to obtain product information, and inputs and sends back detailed data for producing a POP advertisement of a desired product selected from the product information. Accordingly, the server transmits a print file for printing out the POP advertisement on the client side to the client terminal. As a result, a store using a POP advertisement can print out a desired POP advertisement anytime and anywhere without being restricted by a local area, as long as such a client terminal is installed.
[0005]
As a result, it was possible to easily and efficiently create a POP advertisement for a specific product in each store. However, this was not the case. For example, for nationwide products and services that place importance on the brand image, such as luxury home appliances, cosmetics, and passenger cars, disorderly rebellion in POP advertising lowers the unified product image. It creates serious problems.
[0006]
In view of the above situation, an object of the present invention is to enable a network user having a client terminal connected by a network to access a POP advertisement used in his / her store by accessing from anywhere at any time, and to unify the POP advertisement. The object of the present invention is to provide a POP advertisement production management system capable of maintaining an image.
[0007]
[Means for Solving the Problems]
In order to solve the above-mentioned problem, in a POP advertisement production management system according to the present invention, a headword database file storing a group of headwords specified for a specific product / service, A POP advertisement editing unit that edits and produces a POP advertisement using a headword selected by a network user from a group of headwords specified for the specific product / service registered in the headword database file during POP advertisement production And a page layout database file that stores the page layout data of the POP advertisement edited and produced by the POP advertisement editing unit so that the POP advertisement can be transmitted to the network user.
[0008]
In this configuration, a network user who accesses the POP advertisement production management system in order to produce a POP advertisement for a product / service that is to be mainly provided in his / her store registers a headword constituting the POP advertisement in a database in advance. Since the POP advertisement is edited and produced by selecting from the group of designated headwords, the produced POP advertisement is represented by a headword specified for a product / service in advance. By checking such a group of headwords so that they do not impair the unified image of the relevant product / service and creating a database, it is possible for each store deployed locally or nationwide. Even if an original POP advertisement is edited and produced, the POP advertisement maintains a unified specific product / service image.
[0009]
In general, POP advertisements are often accompanied by the price or specification of the product or service to be advertised. To avoid erroneous pricing and specification descriptions in the compilation and creation of such POP advertisements, in one preferred embodiment of the present invention, a price database file and / or a specification database file are provided and edited and produced. When the price is included in the POP advertisement, input can be performed based on the price information registered in advance in the price database file. When the specification of the product / service is included in the edited POP advertisement, the input is registered in the specification database file in advance. Input based on specification information is possible.
[0010]
Since POP advertisements are used at the point of sale of goods and services, they directly affect the purchase behavior of customers. From this point of view, if a POP advertisement performance evaluation unit that evaluates the usage performance of the POP advertisement edited and produced by the POP advertisement editing unit is provided, the analysis of the content of the frequently used POP advertisement obtained thereby can be performed. It will be an important material for future sales planning.
[0011]
In particular, if the POP advertisement performance evaluation unit is configured to evaluate the frequency of use of the headword registered in the headword database file in the POP advertisement, the deciding factor when the customer purchases a specific product / service is determined. You can get the catchphrase including regional characteristics.
[0012]
POP advertisements used at sales floors of goods and services often have a large effect on sales volume. From such a viewpoint, if the correlation data between the POP advertisement and the sales is created using the actual sales data of the corresponding product / service acquired by the POP advertisement performance evaluation unit, the used POP advertisement obtained by this is obtained. The data showing the relationship between and the sales volume at each time will be an important material for future sales promotion planning.
[0013]
POP advertising, an important tool for sales promotion, must be produced and printed out in a timely manner and placed at the sales floor. For this purpose, the page layout data is converted into a format if necessary so that the POP advertisement can be easily printed out by the network user so that the POP advertisement can be printed out from the client terminal installed in each store at any time. Conveniently transferred to the network user over the network.
Other features and advantages according to the present invention will become apparent from the following description of embodiments with reference to the drawings.
[0014]
BEST MODE FOR CARRYING OUT THE INVENTION
Hereinafter, an example in which the POP advertisement production management system according to the present invention is applied to a car sales business will be described. As shown in FIG. 1, this car sales company processes information on sales planning department A as a head office sales policy function, a number of sales bases B as sales sites, and production management of POP advertisements as sales promotion tools. It has a data center C that performs technically. A client terminal 1 is installed in the business planning department A. The client terminal 1 is composed of a general-purpose personal computer with a communication function, is equipped with a program such as a WWW browser, and prints a POP advertisement on an appropriate sheet. Printer is connected. A similar client terminal 1 is installed at each sales base B. In the data center C, a POP advertisement production management system is constructed from one or more server computers. The client terminal 1 of the business planning department A and each business base B and the POP advertisement production management system of the data center C are connected by a communication network 5 such as the Internet or a dedicated line.
[0015]
This POP advertisement production management system includes a WWW server 2, an application server 3, and a database server 4. These servers are installed in a state where they are interconnected by a LAN, but depending on the scale of the system. It is also possible to integrate these servers into one or two server machines.
[0016]
The WWW server 2 sends contents (an aggregate of texts and images) generally described in a description language such as HTML or XML displayed by a WWW browser of the client terminal 1 to the client terminal 1 through a communication network, A program for acquiring input data of the client terminal 1 through a session performed in response to an access from the client terminal 1 is installed.
[0017]
The database server 4 is provided with various databases which store various information in a searchable manner through the database management unit 4a. The POP advertisement production database and the POP advertisement evaluation database 50 are related to the present invention. And a registrant database 60 storing data for managing clients that can access this system.
[0018]
The application server 3, which will be described in detail later, has a function of performing POP advertisement production management while mediating between the WWW server 2 and the database server 4. This function is implemented by software or hardware. The POP advertisement registration unit 31, the POP advertisement editing unit 32, the POP advertisement performance evaluation unit 33, and the database maintenance unit 34 include those functions that are particularly related to the present invention. .
[0019]
FIG. 2 schematically shows a typical POP advertisement leaflet 20 for selling a new car. In the handbill 20, a product name area, a headword area, an illustration area, a price area, and a specification area are laid out. By setting (flowing) the selected data into these areas, in this example, the product is displayed. By setting "Max 10" in the area, "Casual Chic" in the headword area, external appearance illustration of the corresponding new car in the illustration area, "1 million yen" in the price area, and specification list of the new car in the specification area Then, the pop advertisement layout data expressing the completed form 20 is created. The layout data is similar to data described in a page layout language, and an actual leaflet 20 is created by printing out on an appropriate sheet using the layout data. Basic layout data in a state where actual data such as headwords and illustrations are not poured into each area is called template data, which is a template for creating a POP advertisement. In some cases, pre-filled data such as headwords and illustrations are used as template data.
[0020]
The POP advertisement production database 40 includes various database files storing data necessary for producing the POP advertisement as described above. Here, a headword file 41, an illustration file 42, a price file 43, a specification file 44, a template file 45, and a page layout file 46. The headword file 41 stores headwords set in the headword area, and the illustration file 42 stores illustration image data set in the illustration area in a form sorted by product group. The file 43 stores price set in the price area or price information referred to as a reference price, and the specification file 44 stores specifications set in the specification area for each product. The template file 45 stores the above-described template data for various POP advertisements, and the page layout file 46 stores page layout data describing the completed pop advertisement. The completed page layout data is downloaded to the client terminal 1 for the purpose of print output, but can also be used as template data for creating a similar POP advertisement.
[0021]
As shown in FIG. 3, the headword file 41 includes a vehicle headword subfile 41a, a vehicle part headword subfile 41b, and a sales promotion event headword subfile 41c, all of which have a common file structure. And fields such as a headword ID, a type, an image ID, and a headword are created. For example, in the type field of the vehicle entry word subfile 41a, a product name (model name) such as "Max 10" or "Tiger X" is recorded, and in the image ID field, the corresponding vehicle type such as "IMG010" or "IMG101". Is recorded, and the headline field records words expressing the product image, such as "casual chic" and "quick response".
[0022]
As can be understood from the file structure of the headword file 41 described above, when a POP advertisement of a specific product is produced, when a product name is input, a sales concept or a product image assigned to the product is defined. Using the image ID as a key, all headwords belonging to the sales concept or the product image can be extracted. By using the headwords extracted in this way, a POP advertisement relating to this product can maintain a uniform specific product image no matter who creates it.
[0023]
Similarly, it is possible to extract and select only the illustration image data recorded in the illustration file 42 that does not deviate from the product image. The price information recorded in the price file 43 has a file structure that not only indicates the price but also information that can be used as a reference for price setting. In the specification file 44, specification items for each product are recorded in many fields, and any of the extracted specification items can be selected and set in the specification area.
[0024]
Next, the operation of the POP advertisement production management system will be described step by step.
When a sale of a certain product, here a new car sales campaign, is decided, first, the sales planning department A sets an image of the new car, and based on this image, a copywriter creates many unified image copies, The layout of the product illustration and the POP advertisement is devised by the designer.
[0025]
Using the client terminal 1 of the business planning department A to access the WWW server 2 of the POP advertisement creation management system, and under the mediation of the POP advertisement registration section 31, the previously created copy is assigned to the POP while being assigned an image ID. It is recorded in the headword file 41 of the advertisement production database 40. Similarly, the devised illustration or POP advertisement layout is recorded in the illustration file 42 and the template file 45 in the form of illustration image data and template data, respectively.
[0026]
When the layout and the material related to the POP advertisement are registered in the POP advertisement production database 40 in this way, the sales offices B scattered nationwide access the POP advertisement production management system using the installed client terminal 1. To create a POP advertisement, convert the page layout data of the created POP advertisement into an appropriate format as needed, and then download it to print the POP advertisement on an appropriate paper using a printer owned by the user. I can do it. This series of operations will be described with reference to the monitor screen of the client terminal 1.
[0027]
When the URL of the POP advertisement creation management system is designated using the WWW browser of the client terminal 1, the homepage of the POP advertisement creation management system is transferred from the WWW server 2, and the homepage shown in FIG. You. Here, when the user clicks "1. New car POP", a window for selecting a car model name as shown in FIG. 5 is displayed, and a desired car model name, here, "Max" is selected from the pop-up menu. I do. When the name of a vehicle type targeted for the POP advertisement is selected and transmitted to the WWW server 2, the name of the vehicle type is transferred to the POP advertisement editing unit 32 of the application server 3.
[0028]
The POP advertisement editing unit 32 accesses the template file 45 of the POP advertisement production database 40 to extract template data relating to the vehicle type name “Max”, creates template image data of the POP advertisement from the template data, and converts the template image data into a predetermined format. After the conversion, it is transmitted to the client terminal 1 via the WWW server 2. FIG. 6 shows an example of a screen displayed on the monitor of the client terminal 1. Of the sample images showing examples of POP advertisements, the upper two are ready-made and the lower two are template-type. In the ready-made model, optimal data is already set in all input areas such as a headword area and a price area. As the optimum data, frequently used data or data recommended by the sales planning department A is used. The template type is for creating a desired POP advertisement by setting various data in a template in which only the layout of each input area as shown in FIG. 2 is displayed. There is also a ready-made type in which data is set in a part of the input area and which can be partially corrected.
[0029]
For example, when a sample (1) which is a ready-made mold that can be corrected is clicked, an editing screen as shown in FIG. 7 is displayed. In this screen, only the price can be freely entered in the price area through the price entry field on the right side of the screen. At this time, price information extracted from the price file 43 is displayed in the price input column.
[0030]
When the sample type (3) is clicked, an editing screen as shown in FIG. 8 is displayed. In this screen, since actual data is not set in the input areas other than the vehicle type name area, by clicking on each input area, the desired data is selected from the actual data displayed in the input data selection column arranged on the right side of the screen. Data can be selected and set. For example, FIG. 8 shows a screen when a headword area is clicked, and a list of headwords is displayed in an input data selection field on the right side of the screen. In the list of headwords displayed here, the POP advertisement editing unit 32 accesses the headword file 41, and uses the image ID that defines the sales concept set for the vehicle type "Max" as a key, as a key. Is obtained by extracting all headwords belonging to. Therefore, all headwords displayed in the input data selection field express an image unified by one sales concept. When one of the headwords is selected, the selected headword is displayed in the headword area. Similarly, appropriate data is selected for the illustration area, the price area, and the specification area, and when the layout of the POP advertisement is completed, the print button is clicked.
[0031]
The same applies to the above-mentioned example of the ready-made type, but when the print button is clicked, the POP advertisement editing unit 32 creates page layout data representing the final POP advertisement and transmits this to the client terminal 1. At the same time, it is recorded as a new record in the page layout file 46. The client terminal 1 having received the page layout data drives the printer based on the data and prints out a desired number of POP advertisements.
[0032]
In the above, the example in which “1. New car POP” is clicked on the POP advertisement production homepage shown in FIG. 4 has been described. It can be printed out. As an example, when "2. Guide POP" is clicked, a guide POP sample shown in FIG. 9 is displayed. When a sample displayed as being modifiable is selected, a POP advertisement editing screen shown in FIG. 10 is displayed. It is possible to input a comment displayed in the center frame of this POP advertisement. The comments that can be input at the sales office B are also subjected to the regulation processing by the POP advertisement editing unit 32, and comments other than predetermined ones cannot be input. It is also possible to set a flag and record it in the page layout file 46 so that any check can be received later.
[0033]
Next, the POP advertisement performance evaluation processing performed via the POP advertisement performance evaluation unit 33 will be described using the flowchart of FIG.
First, a POP advertisement to be evaluated is selected (# 10). The selection conditions include a period of use, a type of POP advertisement such as a new car POP, a guidance POP, and an event POP, a used region, and the like. These conditions are given to the POP advertisement performance evaluation unit 33. The POP advertisement production homepage advertisement performance evaluation unit 33 accesses the page layout file 46 storing the page layout data for the printed POP advertisement using the given condition as a search key, and extracts suitable data ( # 20). When items such as a price and a headword are extracted from the extracted page layout data and developed in the working memory, a well-known statistical analysis program is started, and an evaluation process is performed for each item.
[0034]
For example, in the evaluation regarding the price, a regional frequency distribution of the price assigned to a specific product is calculated (# 30). Further, the set price is obtained from a sales database (not shown) and combined with the sales performance, and the correlation between the price and the sales performance at the sales base B is analyzed (# 32). Such a statistical analysis result is stored in the POP advertisement evaluation database 50 and is displayed on a monitor or printed out on the client terminal of the business planning department A, so that nationwide POP advertisement performance evaluation can be centrally managed. Based on the statistical analysis results, the selling price setting of each product is reviewed (# 34), and the price setting standards are reviewed as necessary. The review results are stored in the POP advertisement production database 40 through the database maintenance unit 34. The price file 43 is overwritten (# 36).
[0035]
Even when the headword is evaluated using the data extracted in step # 20, first, the regional distribution of the headword adoption frequency is calculated (# 40). Furthermore, by combining the headwords that were evaluated with the sales performance and analyzing the correlation between them, it is possible to evaluate which POP advertisement using the headwords most likely led customers to purchase behavior. (# 42). Since such a statistical analysis result is stored in the POP advertisement evaluation database 50, by retrieving and examining the statistical analysis result anytime and from anywhere, the headword and the product image or the sales concept are reviewed. (# 44). As a result of the review, if the image code is corrected or the headword is replaced for the product, the headline file 43 of the POP advertisement production database 40 is rewritten through the database maintenance unit 34 (# 46).
[0036]
When the above-described POP advertisement production management system is adopted, a central organization such as the sales planning department A devises a POP advertisement in accordance with the sales promotion policy at the time of a sales campaign of a new product, a priority product, etc., and registers the POP advertisement in the database. The sales base B can be instructed together with advice on utilization and display of this POP advertisement. On the sales base B side, by accessing the POP advertisement production management system from the client terminal A, the POP advertisement recommended immediately can be partly corrected or selected in some cases and printed out. As a result, it is possible to speedily and efficiently develop a nationwide unified use of POP advertisement between a locally separated head office and a sales base.
[0037]
Further, it is possible to evaluate the actual use of the POP advertisement for each sales base B based on the information extracted from the database that records the actually used POP advertisement, and as a result, review the sales concept and rewrite the POP advertisement. Through such means, sales activities can be more strongly supported. By combining the use results of the POP advertisement and the sales results and analyzing the correlation, it is also possible to provide appropriate guidance to the sales base B, whose activities are dull.
[Brief description of the drawings]
FIG. 1 is a schematic diagram generally showing a POP advertisement production management system according to the present invention.
FIG. 2 is an explanatory diagram for explaining a relationship between a layout of a typical POP advertisement leaflet for new car sales and a database file;
FIG. 3 is an explanatory diagram illustrating the file structure of a vehicle headword subfile, a vehicle part headword subfile, and a sales promotion event headword subfile that constitute a headword file.
FIG. 4 is a monitor image showing a POP advertisement production homepage.
FIG. 5 is a monitor image diagram in a POP advertisement production process.
FIG. 6 is a monitor image diagram in a POP advertisement production process.
FIG. 7 is a monitor image diagram in a POP advertisement production process.
FIG. 8 is a monitor image diagram in a POP advertisement production process.
FIG. 9 is a monitor image diagram in a POP advertisement production process.
FIG. 10 is a monitor image diagram in a POP advertisement production process.
FIG. 11 is a flowchart showing a procedure of POP advertisement performance evaluation.
[Explanation of symbols]
1 client terminal
2 WWW server
3 application server
4 database server
5 Communication network
31 POP advertisement registration section
32 POP advertisement editorial department
33 POP Advertisement Performance Evaluation Department
34 Database Maintenance Department
40 POP advertisement production database
41 Headword (database) file
42 Illustration (database) files
43 Price (Database) File
44 Specification (database) file
45 Template (database) files
46 Page Layout (Database) File
50 POP advertisement evaluation database

Claims (6)

A headword database file that registers a group of headwords specified for a specific product / service, and the specific product that is registered in the headword database file when a POP advertisement for the specific product / service is created A POP advertisement editing unit that edits and produces a POP advertisement using a headword selected by a network user from a group of headwords defined for a service, and a page layout of the POP advertisement edited and produced by the POP advertisement editing unit A POP advertisement production management system, comprising: a page layout database file for storing data so that the data can be transmitted to the network user. 2. The POP advertisement production management system according to claim 1, wherein when the price is included in the edited POP advertisement, the price is input based on the price registered in advance in the price database file. 3. The POP advertisement production management according to claim 1, wherein when the edited POP advertisement includes a product / service specification, the specification is input based on a specification registered in advance in a specification database file. system. The POP advertisement production management system according to claim 1, further comprising a POP advertisement result evaluation unit that evaluates a use result of the POP advertisement edited and produced by the POP advertisement editing unit. The POP advertisement production management system according to claim 1, wherein the POP advertisement performance evaluation unit evaluates a frequency of use of the headword registered in the headword database file in a POP advertisement. The POP advertisement production management system according to any one of claims 1 to 5, wherein the POP advertisement performance evaluation unit creates correlation data between the POP advertisement and sales using the acquired actual sales data of the corresponding product / service. .

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