JP2009276948A - System for evaluating merchandise sales promotion effect of advertising printed matter - Google Patents

Abstract

<P>PROBLEM TO BE SOLVED: To provide a system for accurately evaluating the merchandise sales promotion effects of an advertising printed matter. <P>SOLUTION: This system is provided with: a plurality of questionnaire member terminal equipment 1a to 1c connected to the Internet 4; at least one advertiser terminal equipment 2a to 2c connected to the Internet; and an advertising effect evaluation server 3 connected to the Internet for evaluating the merchandise sales promotion effects of an advertising printed matter by transmitting the image data of advertisements printed on an advertising printed matter with the data of questionnaire for surveying the eagerness to buy merchandise placed on the advertisements to the questionnaire member terminal equipment, receiving the answer data of the questionnaire from the questionnaire member terminal equipment, calculating the degree of eagerness to buy the merchandise by calculating the weighted average of the answer data, receiving the data of cost-per-order (CPO) of the merchandise placed on the advertisements related with questionnaire survey from the advertiser terminal equipment, and comparing the degree of eagerness to buy the merchandise with the data of the CPO. <P>COPYRIGHT: (C)2010,JPO&INPIT

Description

  The present invention relates to a system for evaluating a product sales promotion effect of a printed matter for advertising such as a flyer.

As one of merchandise sales promotion means, printed materials for advertisement such as leaflets are widely used.
However, advertising prints are unilaterally distributed from the advertiser to the consumer and are not interactive, and in advertisements using advertising prints, the consumer's reaction, that is, the effectiveness of the advertisement, is accurately determined. It was difficult to grasp.

  For this reason, in the prior art, for example, a questionnaire result input unit that accepts a questionnaire result consisting of a multi-branch selection type question item relating to a plurality of advertisement media and an answer thereto, a storage unit that stores the inputted questionnaire result, a question An explanatory variable creation unit that extracts the number of specific answers to an item as an explanatory variable, an evaluation purpose input unit that receives an evaluation purpose of an advertising medium, an objective variable is set based on the input evaluation purpose, and an explanation for the objective variable A regression analysis unit that calculates a regression coefficient of the variable, an advertisement effect index calculation unit that calculates one or more explanatory variables in consideration of the regression coefficient, and calculates an advertising effect index including the selected explanatory variable as a variable; An advertisement effect evaluation apparatus having a display unit for displaying an advertisement effect index has been proposed (see Patent Document 1).

  Then, according to this advertising effectiveness evaluation apparatus, the advertising effectiveness of the advertising medium is quantitatively grasped, and what kind of advertising media should be selected to obtain a high advertising effectiveness can be maximized at a predetermined cost. It is possible to quickly determine how much advertising cost should be allocated to which advertising medium in order to obtain the advertising effect.

  However, this advertising effect evaluation device accurately evaluates the product sales promotion effect of each advertising printed matter, and determines what kind of advertising printed matter should be produced in order to increase consumers' willingness to purchase. There was a problem that could not be done.

JP 2003-6377 A

  Therefore, the subject of this invention is providing the system which can evaluate the goods sales promotion effect of the printed matter for advertisement exactly.

  In order to solve the above-mentioned problems, the present invention is a system for evaluating the product sales promotion effect of a printed matter for advertisement, comprising a plurality of questionnaire member terminal devices connected to the Internet and at least one advertisement connected to the Internet. Main terminal device, connected to the Internet, for the questionnaire member terminal device, image data of the advertisement posted on the printed matter for advertisement, edit data of questionnaire for investigating the willingness to purchase the product posted in the advertisement, Transmitting together, receiving the answer data of the questionnaire from the questionnaire member terminal device, calculating the purchase motivation degree of the product by weighted averaging the answer data, and further, from the advertiser terminal device, the advertisement Receive data on cost per order (CPO) for products listed in By comparing purchase motivation of the data of the CPO, it is obtained by constituting the system characterized by comprising, an advertisement effect evaluation server to evaluate the product sales promotion effect of the advertising print.

  In the above configuration, the advertisement effect evaluation server includes a questionnaire member database in which attribute data of each questionnaire member who owns the questionnaire member terminal device is registered in advance, and image data of an advertisement posted on the advertisement printed matter, and When transmitting the survey edit data, the survey member database is searched, and attribute data corresponding to a preset main purchase layer of the product posted in the advertisement is read, and the survey member having the attribute data The transmission may be performed with respect to the questionnaire member terminal device possessed.

  Each of the questionnaire member terminal devices has an e-mail transmission / reception function, and the data transmission / reception between the questionnaire member terminal device and the advertisement effect evaluation server is performed via e-mail. May be.

  According to the present invention, the image data of the advertisement posted on the printed matter for advertisement is transmitted to the questionnaire member terminal device together with the data of the questionnaire for investigating the purchase intention of the product posted in the advertisement. Receives questionnaire response data from the device, calculates the willingness to purchase the product by weighted average of the received response data, and receives CPO data of the product posted in the advertisement from the advertiser terminal device The product sales promotion effect of the printed matter for advertisement is evaluated by comparing the purchase intention of the product with the CPO data. As a result, it is possible to easily evaluate the product sales promotion effect of the advertising printed matter and easily determine what kind of the advertising printed matter should be produced in order to further increase the consumer's willingness to purchase. .

  Hereinafter, preferred embodiments of the present invention will be described with reference to the accompanying drawings. FIG. 1 is a block diagram of a system for evaluating a product sales promotion effect of a printed matter for advertisement according to an embodiment of the present invention. Referring to FIG. 1, the system according to the present invention includes a plurality of questionnaire member terminal devices 1a to 1c, at least one advertiser terminal device 2a to 2c, and an advertisement effect evaluation server 3, which are connected to each other via the Internet 4. ing.

  The questionnaire member terminal devices 1a to 1c and the advertiser terminal devices 2a to 2c are composed of a personal computer, a PDA or a mobile phone, have a display unit such as a display and an input unit such as a keyboard, and have an e-mail transmission / reception function. ing.

The advertisement effect evaluation server 3 includes a transmission / reception unit 5 that transmits / receives data to / from the questionnaire member terminal devices 1a to 1c and the advertiser terminal devices 2a to 2c. Further, the advertisement effect evaluation server 3 includes a control unit 11, and the control unit 11 comprehensively controls the transmission / reception unit 5 and other components (described later) of the advertisement effect evaluation server 3.
And the advertising effectiveness evaluation server 3 receives the image data of the advertisement posted on the printed advertisement for distribution to the consumer from the advertiser terminal devices 2a to 2c by the transmission / reception unit 5 by e-mail. The received advertisement image data is stored in the advertisement image data storage unit 6 of the advertisement effect evaluation server 3.

  The advertisement effect evaluation server 3 also includes a questionnaire edit data storage unit 7 in which edit data of a questionnaire for investigating the purchase intention of a product posted on a printed matter for advertisement is stored. Then, the advertisement effect evaluation server 3 transmits the advertisement image data received from the advertiser terminal devices 2a to 2c together with the questionnaire edit data to the questionnaire member terminal devices 1a to 1c by e-mail from the transmission / reception unit.

  Further, the advertisement effect evaluation server 3 includes a questionnaire member database 8 in which attribute data (name, gender, age, occupation, annual income, etc.) of the questionnaire members who own the questionnaire member terminal devices 1a to 1c are registered in advance. Yes. Accordingly, when the advertiser terminal devices 2a to 2c transmit attribute data of the main purchase layer set in advance to the product posted in the related advertisement to the advertisement effect evaluation server 3 by e-mail, the advertisement effect evaluation The server 3 retrieves the attribute data corresponding to the attribute data received from the advertiser terminal devices 2a to 2c by searching the questionnaire member database when transmitting the image data of the advertisement posted on the printed matter for advertisement and the edited data of the questionnaire. The data transmission can be performed to the questionnaire member terminal devices 1a to 1c owned by the questionnaire member having the attribute data.

  The questionnaire sent to each questionnaire member terminal device 1a to 1c by e-mail is, for example, an answer to the question "Do you want to buy this product after seeing this advertisement?" “I want to buy”, “2. I want to buy a little”, “3. I can't say either”, “4. I don't want to buy much”, “5. I don't want to buy”. .

  In the transmission / reception unit 5, the advertisement effect evaluation server 3 receives questionnaire response data from the questionnaire member terminal devices 1a to 1c by electronic mail. The received answer data is sent to the questionnaire counting unit 9. The questionnaire totaling unit 9 calculates the purchase intention level of the product by weighted average of the received answer data.

A method for calculating the purchase motivation level of the product will be described. Assume that the questionnaire totaling unit 9 has obtained a totaling result as shown in Table 1, for example.

となる。 In this case, for each answer branch, a weighting factor is given so that a higher score is obtained in descending order of purchase intention of the product, for example, “1. I want to buy” = 2, “2. I want to buy a little” = 1. “3. I can't say either” = 0, “4. I don't want to buy much” =-1, and “5. I don't want to buy” =-2.
Then, for each answer branch, the number of answers is multiplied by a weighting factor, and the sum of them is divided by the number of samples to obtain an addition average, thereby calculating the purchase motivation level of the product. That is, in the tabulation results shown in Table 1, the purchase motivation level of the product is

It becomes.

  Further, the advertisement effect evaluation server 3 receives, in the transmission / reception unit 5, data on the customer acquisition unit price (CPO) of the product placed in the advertisement for which the questionnaire survey has been performed, from the advertiser terminal devices 2a to 2c by e-mail. To do. The received CPO data is sent to the advertisement effect evaluation unit 10. The advertisement effect evaluation unit 10 evaluates the product sales promotion effect of the printed matter for advertisement by comparing the purchase intention of the product calculated by the questionnaire counting unit 9 with the CPO data. In this case, in the case of a product with a high unit price, there is no problem even if the CPO is relatively high, and the evaluation by the CPO varies depending on the unit price of the product to be sold. In any case, however, the lower the CPO and the higher the willingness to purchase the product, the higher the evaluation.

  The content of the evaluation is transmitted from the transmission / reception unit 5 of the advertisement effect evaluation server 3 to the related advertiser terminal devices 2a to 2c by electronic mail. When this evaluation is low, the advertiser side improves the content of the related printed matter with reference to the content of the evaluation. Then, the image data of the advertisement posted on the improved advertisement printed matter is transmitted again from the advertiser terminal devices 2a to 2c to the advertisement effect evaluation server 3, and the product sales promotion effect of the improved advertisement printed matter is evaluated. The In this case, a comparison with the previous evaluation is made, and whether or not the purchase intention of the product and the CPO are increased is also included in the evaluation.

  Thus, by repeatedly evaluating the product sales promotion effect and improving the content of a specific advertising printed matter, it is possible to finally obtain a more effective and cost-effective advertising printed matter. it can. In the process of improving the contents of the advertisement printed matter, every time the evaluation of the product sales promotion effect is made, the contents of the survey by the questionnaire are changed each time in order to clarify the next improvement point.

  In the above-described embodiment, data transmission / reception between the advertising effectiveness evaluation server, the questionnaire member terminal device, and the advertiser terminal device is performed by e-mail. Instead of this configuration, the questionnaire member terminal device In addition, the advertiser terminal device has a browser function for browsing the homepage on the Internet, the homepage is launched by the advertising effectiveness evaluation server, and data is transmitted and received by uploading and downloading data to the homepage It is good.

It is a block diagram of the system which evaluates the merchandise sales promotion effect of the printed matter for advertisement by one Example of this invention.

Explanation of symbols

1a to 1c Questionnaire member terminal devices 2a to 2c Advertiser terminal device 3 Advertisement effect evaluation server 4 Internet 5 Transmission / reception unit 6 Advertisement image data storage unit 7 Questionnaire edit data storage unit 8 Questionnaire member database 9 Questionnaire totaling unit 10 Advertisement effect evaluation unit 11 Control unit

Claims (3)

A system for evaluating the product sales promotion effect of advertising printed matter,
A plurality of questionnaire member terminals connected to the Internet;
At least one advertiser terminal connected to the Internet;
Connected to the Internet, to the questionnaire member terminal device, to send the image data of the advertisement posted on the printed matter for advertising together with the edited data of the questionnaire to investigate the purchase intention of the product posted in the advertisement, Receives the questionnaire response data from the questionnaire member terminal device, calculates the willingness to purchase the product by weighted averaging the response data, and further, the product posted in the advertisement from the advertiser terminal device An advertising effectiveness evaluation server that receives data on customer acquisition unit price (CPO) of the product, and evaluates the product sales promotion effect of the printed matter for advertisement by comparing the willingness to purchase the product with the data of the CPO, A system characterized by comprising.   The advertisement effect evaluation server includes a questionnaire member database in which attribute data of each questionnaire member who owns the questionnaire member terminal device is registered in advance, and image data of an advertisement placed on the printed advertisement and the questionnaire When the edited data is transmitted, the questionnaire member database is searched, the attribute data corresponding to the preset main purchase layer of the product posted in the advertisement is read, and the questionnaire member having the attribute data owns The system according to claim 1, wherein the transmission is performed to the questionnaire member terminal device.   The questionnaire member terminal device includes an email transmission / reception function, and the data transmission / reception between the questionnaire member terminal device and the advertisement effect evaluation server is performed via email. The system according to claim 1 or claim 2.

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