JP5004551B2 - Advertising diagnosis program, apparatus and method - Google Patents

Description

  The present invention relates to an advertisement diagnosis program, apparatus, and method for determining whether an advertisement is constructed in accordance with an advertiser's intention based on an analysis of a questionnaire survey result.

  Advertising is indispensable in the modern information society in order to increase the favor of consumers and customers to advertisers and to increase the willingness to purchase products provided by advertisers. An advertising agency including an advertising agency creates an advertisement placement plan at the request of an advertiser. When creating a draft plan, in order to maximize the advertising effect according to the advertising purpose set by the advertiser, in addition to the media medium and expression form, if the media medium is a television, the time zone for broadcasting the advertisement, Determine the region. In accordance with the drafting plan created, advertisements are provided to consumers and the like by broadcasting and distribution. Whether or not the advertising function is exhibited according to the intention of the advertiser is judged by an advertising agency expert, and the improvement of the advertisement is artificially planned.

Under such circumstances, Patent Document 1 describes the response of an advertisement recipient by analyzing the results of a questionnaire survey without diagnosing the effectiveness and effectiveness of the advertisement without relying on an empirical method by an advertisement expert. , And a method for increasing the preference for advertisements and improving purchase motivation is disclosed.
JP 2002-133064 A

However, the advertisement is constructed according to the intention of the advertiser, but how and how the constructed advertisement is communicated to the consumers who receive the advertisement, that is, the advertising purpose and the advertisement. It was not easy to analyze the causality with the effect, and the causality was analyzed by trial and error. For example, the investigation of the causality between the advertising purpose of increasing purchase motivation and the advertising effect of increasing consumption behavior largely depends on the subjectivity and sense of the analyst, and could not be performed objectively.
Also, in order to obtain a sufficient advertising effect, the advertisement has been improved by changing the message included in the advertisement, or by changing the actors such as the talent and model that appear in the advertisement to convey the message. The decision is made artificially. In addition, in order to transmit a specific message from an advertiser, a plurality of advertisements may be combined and provided to a viewer who is a consumer instead of a single advertisement. Even in this case, the selection of advertisements and how to combine the selections depend on the subjectivity and experience of the advertisement creator. In this way, how to improve and build the advertisement depends greatly on the subjective and experience of the advertisement creator.
However, there is no objective tool for building or improving an advertisement from the standpoint of a general consumer who is the recipient of the advertisement so as to achieve the advertising purpose set by the advertiser. Furthermore, there are no objective tools to explain how advertising agencies are asked to explain how advertising impressions have changed as a result of such ad improvements.
As described above, conventionally, it is not easy to analyze the causality between the advertising purpose and the advertising effect, and the improvement of the advertisement depends on the subjective feelings and experiences of the advertising creator side. There is a problem of being greatly influenced by and experience.

  Therefore, the present invention can determine the achievement degree of the advertising purpose set by the advertiser based on the data on the side of the advertisement by analyzing the causality between the advertising purpose and the advertising effect. An object of the present invention is to provide an advertisement diagnosis program, apparatus, and method that can provide an improvement guideline and grasp the background of advertisement improvement.

In order to achieve the above object, the advertisement diagnosis program of the present invention is stored in a computer having a storage unit and executed to appeal directly to the advertisement receiver to achieve the direct item directly related to the advertisement purpose and the advertisement purpose. The first questionnaire survey that includes the indirect items to be analyzed and the second questionnaire survey that includes the indirect items that answer the impression of the advertisement to be diagnosed. Is an advertising diagnosis program for diagnosing whether or not the advertising purpose is achieved, and by directly counting the answers of the items among the answers of the first questionnaire survey stored in the storage unit, A first step for obtaining a composition ratio and an initial value of an objective variable determined in accordance with an advertising purpose, and a response to the first questionnaire survey stored in the storage unit A second step for obtaining a relational expression between the objective variable determined corresponding to the advertising purpose and the explanatory variable corresponding to the indirect item based on the answer of the indirect item, and the advertisement stored in the storage unit. Calculate the target value of the objective variable determined according to the advertising purpose from the target related to the purpose, and use the relational expression obtained in the second step to calculate each target value of the explanatory variable from the calculated target value of the objective variable. A third step to obtain, a fourth step to obtain each current value of an explanatory variable corresponding to an indirect item of the second questionnaire based on an answer to the second questionnaire stored in the storage unit, and a fourth step Comparing each current value of the obtained explanatory variable with each target value of the explanatory variable obtained in the third step, the computer is caused to execute a fifth step for obtaining the achievement degree of the advertising purpose. To.
In the above configuration, preferably, in the second step, first, indirect items in the first questionnaire are classified into factors so as to have the same property, and a relationship between the factors and the indirect items is obtained as a first relational expression, Next, the relationship between the objective variable and the factor determined corresponding to the advertising purpose obtained in the first step is obtained as a second relational expression. In the third step, each target of the explanatory variable is determined from the target value of the objective variable. When calculating the value, a relational expression composed of the first relational expression and the second relational expression is used.
Preferably, following the fifth step, the computer is caused to execute a sixth step of outputting an advertisement improvement guideline based on the achievement degree of the advertising purpose obtained in the fifth step.
Preferably, when the advertisement is reconstructed based on the advertisement improvement guideline output in the sixth step and the answer of the second questionnaire survey is input for the reconstructed advertisement, the process returns to the fourth step, Find the level of advertising improvement in steps.
Preferably, in the fourth step, an item for obtaining the advertisement recognition rate is included in the question items of the second questionnaire survey, and in the fifth step, the recognition rate of the advertisement to be diagnosed is also calculated, In the step, an advertisement improvement guideline is output in consideration of the recognition rate calculated in the fifth step.
Preferably, the advertising purpose is to increase the share of goods or services provided by the advertiser,
The objective variable determined in accordance with the advertising purpose is an intention to purchase a product provided by the advertiser or a service intention provided by the advertiser.

In order to achieve the above object, the advertising diagnosis apparatus of the present invention includes a first questionnaire survey including a direct item directly related to an advertising purpose and an indirect item to be appealed to an advertising recipient to achieve the advertising purpose, and a diagnosis target An advertisement that diagnoses whether the advertisement to be diagnosed achieves the advertising purpose by analyzing the responses from the survey subjects to the second questionnaire survey that includes an indirect item that makes the impression of the advertisement as an answer. A diagnostic device, which stores a response to a first questionnaire survey performed before viewing an advertisement to be diagnosed and a second questionnaire survey performed after viewing an advertisement to be diagnosed, and stored in the storage unit A data processing unit that performs data processing on responses to the first questionnaire survey and the second questionnaire survey, and an input to the data processing unit and a data output unit An input / output unit that performs output, and the data processing unit totals the responses of the first item among the responses of the first questionnaire survey stored in the storage unit, so that the composition ratio and advertisement of the entire survey target Corresponding to the advertising purpose based on the answer of the indirect item among the answers of the first questionnaire survey stored in the storage part and the initial value calculating part for calculating the initial value of the objective variable determined corresponding to the purpose The relational expression calculation unit that obtains the relation between the objective variable defined in the above and the explanatory variable corresponding to the indirect item as a relational expression, and the target related to the advertising purpose input and set from the input / output unit. A target value calculation unit that calculates a target value of the defined objective variable and calculates each target value of the explanatory variable using the relational expression obtained by the relational expression calculation unit, and a second questionnaire stored in the storage unit Based on the survey responses, The current value calculation unit that obtains each current value of the explanatory variable corresponding to the indirect item of the questionnaire survey, each current value of the explanatory variable obtained by the current value calculation unit, and each target value of the explanatory variable calculated by the target value calculation unit And an achievement level calculation unit that calculates the achievement level of the advertising purpose by comparing the above and the above.
In the above configuration, preferably, the relational expression calculation unit classifies the indirect item in the first questionnaire survey as a factor so as to have the same property, and obtains a relationship between the factor and the indirect item as a first relational expression, The relationship between the objective variable determined corresponding to the advertising purpose and the classified factor is obtained as a second relational expression.
Preferably, the data processing unit further includes an advertisement improvement guideline presenting unit that obtains an advertisement improvement guideline based on the achievement degree of the advertisement purpose obtained by the achievement degree calculation unit and outputs the guideline to the input / output unit.
Preferably, the data processing unit further includes a routing determination unit for determining an achievement degree of improvement for the advertisement reconstructed based on the advertisement improvement guideline obtained by the advertisement improvement guideline presentation unit, Based on the impression received by the surveyed audience, the input / output unit determines that the second questionnaire survey is input to the storage unit, and the current value calculation unit and the achievement level calculation unit Seek improvement achievement.
Preferably, the question item of the second questionnaire survey stored in the storage unit includes an item for obtaining the recognition rate of the advertisement to be diagnosed, and the current value calculation unit calculates the diagnosis object from the answer of the question item. The advertisement recognition rate is also calculated, and the advertisement improvement guideline presentation unit takes into account the calculated recognition rate when obtaining the advertisement improvement guideline.
Preferably, the advertising purpose is to increase the share of the product or service provided by the advertiser, and the objective variable defined corresponding to the advertising purpose is an intention to purchase the product provided by the advertiser or the advertiser. Is the intention to use the services provided by.

In order to achieve the above object, the advertisement diagnosis method of the present invention provides a response to a first questionnaire survey performed before viewing an advertisement as a diagnosis target and a second questionnaire survey performed after viewing an advertisement as a diagnosis target. A storage unit that stores data, an arithmetic processing unit that performs data processing for responses to the first questionnaire survey and the second questionnaire survey stored in the storage unit, and controls including input to the arithmetic processing unit and output from the arithmetic processing unit. An advertisement diagnosis method for diagnosing an advertisement using a computer having an input / output unit for performing an operation, and an arithmetic processing unit should appeal to an advertisement recipient in order to achieve a direct item directly related to an advertising purpose and an advertising purpose A storage step of storing the answer of the first questionnaire survey including the indirect item in the storage unit, and the arithmetic processing unit totalize the responses of the first questionnaire survey stored in the storage unit. The initial value calculating step for obtaining the initial value of the objective variable determined in accordance with the composition ratio of the entire survey target person and the advertising purpose, and the answer to the first questionnaire survey in which the arithmetic processing unit is stored in the storage unit A relational expression calculating step for obtaining, as a relational expression, a relational expression between the objective variable determined for the advertising purpose and the explanatory variable corresponding to the indirect item based on the answer of the indirect item, and the arithmetic processing unit includes an input / output unit Calculate the target value of the objective variable determined according to the advertising purpose from the target related to the advertising purpose input from, and use the relational expression obtained in the relational expression calculation step from the calculated target value of the objective variable. Then, a target value calculation step for obtaining each target value of the explanatory variable and a second questionnaire survey in the advertisement to be diagnosed based on the answer of the second questionnaire survey stored in the storage unit by the arithmetic processing unit The current value calculation step for obtaining each current value of the explanatory variable corresponding to the indirect item, and the calculation processing unit in each current value of the explanatory variable in the advertisement to be diagnosed obtained in the current value calculation step, and the target value calculation step An achievement level calculating step for determining the degree of achievement of the advertising purpose for the advertisement by comparing each target value of the obtained explanatory variable.
In the above configuration, preferably, in the relational expression calculating step, the arithmetic processing unit classifies the indirect items in the first questionnaire survey as factors so as to have the same property, and the relationship between the factors and the indirect items is set to the first. The relation between the objective variable determined in accordance with the advertising purpose and the classified factor is obtained as the second relational expression.
Preferably, following the achievement level calculation step, the calculation processing unit provides an improvement guideline for providing an advertisement improvement guideline based on the achievement level of the advertising purpose obtained in the achievement level calculation step, and giving an output display instruction to the input / output unit. Do step.
Preferably, following the improvement instruction providing step, the input / output unit receives an input indicating that the advertisement has been reconstructed based on the guidelines for improving the advertisement, and further inputs the impression received by the surveyed person who has viewed the advertisement. When the output of the second questionnaire survey is received from the output unit to the storage unit, the process returns to the current position calculation step, and the improvement degree of the reconstructed advertisement is obtained in the achievement level calculation step.
Preferably, in the current value calculation step, the arithmetic processing unit also calculates the recognition rate of the advertisement to be diagnosed from the answer to the second questionnaire survey, and in the improvement guideline providing step, the arithmetic processing unit Instructing the input / output unit to output and display an advertisement improvement guideline in consideration of the recognition rate calculated in the calculation step.
Preferably, the advertising purpose is to increase the share of goods or services provided by the advertiser,
The objective variable determined in accordance with the advertising purpose is an intention to purchase a product provided by the advertiser or a service intention provided by the advertiser.

According to the advertisement diagnosis program of the present invention, the following processing can be performed by being stored in a computer and executed. That is, first, as a question item, there are a direct item directly linked to the advertising purpose and an indirect item that should be appealed to the advertising recipient in order to achieve the advertising purpose, and by analyzing the response of the first questionnaire survey as data The relationship between the objective variable determined in accordance with the advertising purpose and the explanatory variable for explaining the objective variable is obtained using an analysis method. For example, a relationship between an advertiser's intention to purchase a product or service and an appeal item appealed to an advertisement recipient is obtained using an analysis method such as factor analysis or multiple regression analysis. Next, calculate the target value of the objective variable determined according to the advertising purpose from the objective related to the advertising purpose set by the advertiser separately, and calculate each target value of the explanatory variable based on the relationship obtained as described above . Then, from the surveyed audience who viewed the advertisement being diagnosed, the responses of the second questionnaire survey were converted into data about the impression of the advertisement, and the current values of the explanatory variables corresponding to the items of the second questionnaire survey were calculated. By comparing with the target value obtained previously, it is judged whether the advertisement achieves the advertising purpose. By outputting and displaying the determination result, it is possible to objectively determine whether the advertisement has achieved the advertising purpose. At this time, since the target value is determined for each explanatory variable corresponding to the indirect item of the second questionnaire, it is possible to objectively determine factors such as matters and factors that the advertisement to be diagnosed is insufficient. . Accordingly, it is possible to obtain an objective guide for determining what kind of advertisement expression element should be improved from the explanatory variable that does not reach the target value. In addition, the objective variable determined according to the advertising purpose and the explanatory variable corresponding to the indirect item are related to each other, and the recognition degree of the advertisement can be obtained by the questionnaire survey, so that the comprehensive evaluation of the advertisement is provided. You can also. By repeating the same processing while improving the advertisement by this evaluation, it is possible to grasp the effect / impact of the improvement of the advertisement and to provide objective data for the advertiser.
The advertisement diagnosis apparatus of the present invention can also be realized by storing and executing the advertisement diagnosis program of the present invention in a computer including a storage unit, a calculation processing unit, and an input / output unit. By executing the advertisement diagnosis program of the present invention, the advertisement diagnosis method of the present invention can be realized. Therefore, it is possible to obtain objective data for grasping an advertisement improvement guideline and an effect / impact of the advertisement improvement in accordance with the intention of the advertiser.

  According to the present invention, it is possible to easily determine the causality between the advertising purpose and the advertising effect by analyzing the answer of the questionnaire survey from the surveyed person who has watched the advertisement, and the advertisement is created in accordance with the intention of the advertiser. Can be determined. In addition, it is possible to objectively determine the elements that are lacking for the advertisement. In addition, whether or not the advertiser's predetermined advertising purpose has been achieved by conducting questionnaire surveys regularly or irregularly, and making successive advertisement improvements in accordance with the advertising improvement guidelines obtained by analysis again Can be considered. Accordingly, it is possible to obtain objective data on how to receive advertisements from consumers and customers, and changes in the effects and effects on advertisers and products / services by improving advertisements.

Hereinafter, embodiments of the present invention will be described with reference to the drawings.
First, the concept of the present invention will be described.
The present invention analyzes the answers of questionnaire surveys by survey subjects to determine whether the advertisement has achieved the advertising purpose, and how much the advertiser's intention is transmitted to the viewer from the relationship between the advertising purpose and the advertising effectiveness. The purpose of advertising is achieved by determining the degree of communication and providing guidance for improving the advertisement. Here, the survey target person is a person who answers the questionnaire survey. For example, a questionnaire survey requester is a person who becomes a respondent to a questionnaire as a result of a probability extraction from a list of predetermined persons targeting a user of a product / service or a prospective customer base.

The procedure of the advertisement diagnosis of the present invention is as follows.
First, as a first step, the answers of the first questionnaire survey conducted for the survey target person are totaled, and the initial value of the objective variable determined corresponding to the configuration of the entire survey target person and the advertising purpose is obtained. The question items of the first questionnaire survey are set to include a direct item directly related to the advertising purpose and an item that should be appealed to the recipient of the advertisement in order to achieve the advertising purpose. Here, the “direct item” is obtained by converting the effect given to the individual subject to the survey by achieving the advertising purpose determined by the advertiser into a question form. This effect is called “objective variable”. On the other hand, the “indirect item” is obtained by changing the factor that the advertisement appeals to the individual subject to the survey into a question form in order to achieve the advertising purpose determined by the advertiser. The factor that appeals will be referred to as “explanatory variable”. The terms "objective variable" and "explanatory variable" defined in this way are the analytical methods for explaining the relationship between causes and results, such as the multiple regression analysis method. This term is also employed in the present invention because the variables corresponding to the above results are named “object variables”. Note that “direct items” include items related to the attributes of the survey subject as necessary, and the items included here also have the properties required for obtaining the current value of the explanatory variable. It is an attribute and is a question item that asks whether the survey target person is a person who supports or does not support the advertiser, as will be described later. A specific example of the items in the first questionnaire survey will be described later. To explain briefly, for example, when the advertising purpose is “increase in sales share”, the “objective variable” is “product provided by the advertiser” "Explanatory variables" are "factors such as the urge of customers to purchase products provided by advertisers", specifically "because they are brands" or "great products" It corresponds to the factor of selection of the purchase of each individual product such as “From”. By collecting and analyzing the responses from the survey subjects in the first questionnaire survey, the composition ratio of the entire survey target and the initial value of the objective variable determined in accordance with the advertising purpose are obtained.

  Next, as a second step, the response of the indirect item in the first questionnaire survey is converted into data, and the objective variable defined for the advertising purpose and the explanatory variable corresponding to the indirect item are set with the survey target as the population. The relationship between the objective variable and the explanatory variable is obtained as a relational expression from the examination result. That is, the relationship between the objective variable and the explanatory variable is obtained by a statistical method such as regression analysis.

  Next, as a third step, after calculating the target value of the objective variable determined corresponding to the advertising purpose from the target regarding the advertising purpose, the target value of the objective variable was calculated from the calculated target value by the statistical method. Each target value of the explanatory variable is obtained using the relational expression.

  Next, as a fourth step, regarding the impression received by the survey target person who has viewed the advertisement to be diagnosed, the answer of the second questionnaire survey is converted into data, and each current value of the second questionnaire survey item is obtained. That is, the second questionnaire survey includes an indirect item configured as a question item that asks whether or not each of the same factors as the indirect item of the first questionnaire is received from the viewed advertisement. ing. Therefore, by performing processing similar to the data processing of the indirect item of the first questionnaire, it is possible to obtain each current value of the explanatory variable corresponding to the indirect item in the second questionnaire survey.

  Next, as a fifth step, by comparing each target value of the explanatory variable obtained in the third step with each current value of the explanatory variable obtained in the fourth step, the advertisement to be diagnosed becomes the advertiser's It is determined whether or not it is constructed so as to achieve the goal, that is, the advertising purpose, and the degree of achievement of the advertising purpose is calculated.

By following the above procedure, the degree of achievement of the advertising purpose can be calculated, but further, the explanation corresponding to the item appealed by the advertisement to be diagnosed, that is, the indirect item in the second questionnaire survey. By comparing each current value of the variable with the target value of each explanatory variable obtained in the third step, a guideline for improving the advertisement, for example, by combining which advertisement among the viewed advertisements is broadcast and distributed Therefore, it is possible to present a material for determining whether the advertisement effect can be efficiently exhibited.
Therefore, by following the procedure of the advertisement diagnosis of the present invention, the advertisement is constructed in accordance with the intention of the advertiser, how much and how it is communicated to the consumer, that is, the advertising purpose and the advertisement. Causality with effects can be easily and objectively analyzed.

Next, an advertisement diagnosis method using the advertisement diagnosis system will be specifically described in detail.
FIG. 1 is a system configuration diagram of an advertisement diagnosis system 1 having an advertisement diagnosis apparatus according to an embodiment of the present invention. The advertisement diagnosis system 1 is constructed by connecting an advertisement diagnosis apparatus 10 according to one embodiment of the present invention and a terminal apparatus 2 directly used by a survey target person via a network 3. The advertisement diagnosis apparatus 10 includes an input / output unit 11 that performs input / output with the outside, a storage unit 12 that stores answers to the first and second questionnaire surveys, and the first and the second stored in the storage unit 12. And a data processing unit 13 that performs advertisement diagnosis by data processing of responses to the second questionnaire survey. The advertisement diagnosis apparatus 10 includes a computer having an input / output unit 11, a storage unit 12, and a calculation processing unit. The calculation processing unit stores an advertisement diagnosis program according to an embodiment of the present invention, and stores the advertisement diagnosis program. , The arithmetic processing unit may function as the data processing unit 13, and the computer may be realized as the advertisement diagnosis apparatus 10.

  The advertisement diagnosis apparatus 10 stores a first questionnaire item file 14a used in the first questionnaire survey, a second questionnaire item file 14b used in the second questionnaire survey, and advertisement data to be viewed by the survey target person. A questionnaire survey execution unit 14 connected to the advertisement data file 14c is provided. The input / output unit 11 is used by a so-called diagnostician such as a transmission / reception unit 11a for connecting to the terminal device 2 via the network 3 and an employee of an advertising business such as an advertising agency or a market research company to perform advertising diagnosis. In addition, an input unit 11b that receives input of operation information and data, and an output unit 11c that performs output display to a diagnostician are provided.

  Here, the network 3 includes a public communication line such as the Internet, an ADSL (Asymmetric Digital Subscriber Line), and a dedicated communication line such as a VPN (Virtual Private Network) of an advertising agency such as an advertising agency. Is done. The terminal device 2 is composed of a computer that can be connected to the network 3, can be connected to the advertisement diagnosis device 10 via the network 3, a processing unit that performs certain arithmetic processing, and a display for presentation to the user And an input unit for receiving input from the user.

  The data processing unit 13 of the advertisement diagnosis apparatus 10 analyzes the answer of the first questionnaire survey, and each target value of the explanatory variable that is a factor promoted by the advertisement from the target value of the objective variable determined corresponding to the advertising purpose. Are provided with an initial value calculation unit 13a, a first relational expression calculation unit 13b, a second relational expression calculation unit 13c, and a target value calculation unit 13d. The initial value calculation unit 13a converts the responses of the first item among the responses of the first questionnaire survey stored in the storage unit 12 into data and counts it, thereby corresponding to the composition ratio of the entire survey target person and the advertising purpose. The initial value of the defined objective variable is calculated. The first relational expression calculation unit 13b converts indirect item responses from the responses of the first questionnaire survey stored in the storage unit 12 into data, classifies the indirect items into factors so as to have the same property, and the factors and indirect The relationship with the item is obtained as a first relational expression. The second relational expression calculation unit 13c obtains, as a second relational expression, the relationship between the factors classified by the first relational expression calculation unit 13b and the objective variable determined corresponding to the advertising purpose. The first relational expression calculation unit 13b and the second relational expression calculation unit 13c store calculation software used in the calculation, such as a factor analysis processing program and a multiple regression analysis processing program. The target value calculation unit 13d calculates the target value of the objective variable determined corresponding to the advertising purpose from the target regarding the advertising purpose input and set from the input / output unit 11, and obtains it by the first relational expression calculation unit 13b. Each target value of the explanatory variable is calculated using the first relational expression and the second relational expression obtained by the second relational expression calculation unit 13d. The first relational expression calculation unit 13b and the second relational expression calculation unit 13c may be a single relational expression calculation unit without being divided into two as in the above-described configuration, and are indirect items among the responses to the first questionnaire survey. It is only necessary to convert the answer to data and obtain the relation between the objective variable determined corresponding to the advertising purpose and the explanatory variable corresponding to the indirect item as a relational expression.

In addition, the data processing unit 13 of the advertisement diagnosis apparatus 10 analyzes the answer of the second questionnaire survey, and determines whether or not each target value of the explanatory variable obtained from the analysis of the answer of the first questionnaire survey is reached. For this purpose, a current value calculation unit 13e and an achievement level calculation unit 13f are provided.
When the current value calculation unit 13e receives an answer of the indirect item of the second questionnaire survey from the input / output unit 11 to the storage unit 12 regarding the impression received by viewing the advertisement from the survey target person who viewed the advertisement that is the diagnosis target, This answer is converted into data, and each current value of the explanatory variable corresponding to the indirect item in the advertisement to be diagnosed is obtained.
The advertisement improvement guideline presentation unit 13g compares each current value of the explanatory variable obtained by the current value calculation unit 13e with each target value of the explanatory variable calculated by the target value calculation unit 13d, so that the advertising purpose for this advertisement is obtained. Find the degree of achievement.

  Further, the data processing unit 13 obtains an advertisement improvement guideline based on the achievement degree of the advertisement purpose obtained by the achievement degree calculation unit 13f and outputs the advertisement improvement guideline presentation unit 13g to the input / output unit 11, and this advertisement improvement. A routing determination unit 13h for obtaining an improvement degree of the advertisement reconstructed based on the advertisement improvement guideline obtained by the guideline presentation unit 13g. The routing determination unit 13h determines that there is an input of the second questionnaire survey response from the input / output unit 11 to the storage unit 12 for the impression received by the survey target person who has viewed the advertisement, and the current value calculation unit 13e. And the achievement level calculation unit 13f perform an iterative process of obtaining the advertisement improvement level.

Next, an advertisement diagnosis method using the advertisement diagnosis system shown in FIG. 1 will be described in detail.
2 and 3 are flowcharts showing the flow of the advertisement diagnosis method of the present invention. FIG. 2 is a flowchart of the first half, and FIG. 3 is a flowchart of the latter half.
First, the questionnaire survey execution unit 14 of the advertisement diagnosis apparatus 10 transmits a request for the first questionnaire survey to each terminal device 2 of the survey subject, and each survey target responds to the terminal device 2 in the first questionnaire survey. I do. When the terminal device 2 returns the answer to the advertisement diagnosis apparatus 10, the answer to the first questionnaire survey is stored in the storage unit 12 of the advertisement diagnosis apparatus 10 (STEP 1).

FIG. 4 is a diagram schematically showing a response screen of the first questionnaire survey transmitted from the advertisement diagnosis device 10 to the terminal device 2 of each survey target person and displayed on each terminal device 2. The first questionnaire survey includes, as question items, a direct item that is directly related to the advertising purpose and an item that should be appealed to the recipient of the advertisement in order to achieve the advertising purpose. “Direct item” is a question format that reflects the effect on the individual subject of the survey by achieving the advertising purpose. For example, the advertising purpose is “Increase in domestic share of products provided by advertisers”. If there is a question item such as "Which company do you like?", "Which company do you dislike?", "Which products do you want to purchase?" The answer limbs including the name of the advertiser (“Company A”, “Company B”,... In the example shown) are listed as the reply limbs of the question items “Company” and “Disliked Company”. As “purchased products”, answer limbs including the names of products and services provided by the advertiser (in the example of the figure, “Company A product”, “Company B product”,...) Are listed. The “indirect item” is obtained by changing the factor that the advertisement appeals to the individual surveyed person in order to achieve the advertising purpose determined by the advertiser, in a question form. In the case of the above example, the question item from the viewpoint of the product, such as “Which company provides good products?” And “Which company has technology development ability?”, “Society Questions from social perspectives such as “Which company is helping you?” And “Which company is environmentally friendly?”, “Which company is thinking about customers?” Or “Which company has a good service?”, Questions based on the viewpoints of product buyers and service users, and images based on “Which company is?” The question items are selected and configured in relation to the advertising purpose. The answer items ("Company A", "Company B",... In the example shown in the figure) are also listed for the indirect question item. Note that the question format may be changed according to the advertising purpose, and the reason for selecting a favorite company may be answered. In other words, based on each viewpoint of the question items already exemplified as the answer, for example, “Because it is a company with technology development ability”, “Because it is a company that provides good products”, Answers such as “Because it is a reliable company” are also facilitated.
Therefore, the survey target person answers the questionnaire along the answer column of the first questionnaire survey shown in FIG. Information on the selected limb is stored in the storage unit 12 of the advertisement diagnosis apparatus 10 from the terminal device 2 via the network 3.

  When receiving the answer of the first questionnaire survey from each survey subject, the advertisement diagnosis apparatus 10 performs initial setting based on the answer (STEP 2). FIG. 5 is a diagram showing the processing contents performed in STEP 2 of FIG. 2, (A) is a table in which direct items and indirect items are scored from the responses for each survey subject, and (B) is a data obtained by scoring for each direct item. The figure which shows typically the screen displayed on the input-output part 11 of the advertisement diagnostic apparatus 10 as a result of processing, (C) It is a table which shows a data processing result about the indirect item scored. In FIG. 5, each question item is represented as “first item” or the like.

  First, the answers to the first questionnaire survey are converted into data. As shown in FIG. 5 (A), the answers of the indirect items are scored from the answers for each survey subject (hereinafter, the scored values are defined as “answer data”). Here, in each item, a difference may be provided in scoring between a single answer and a multiple answer. For example, in the case of an indirect item, when an advertiser is selected in the answer of “Which company provides good products?” When single answer is 3 points and multiple answer is 2 points, and advertiser is not selected Is one point. On the other hand, direct items are scored as follows. For example, in the case of the questionnaire survey shown in FIG. 4, when an advertiser is selected as a “favorite company” for each survey subject, “1” is selected, and an advertiser is selected as a “dislike company”. Is “0”. By scoring in this way, as will be described later, it becomes easy to determine whether the survey target person is the support layer or non-support layer of the advertiser. That is, when the “non-supporting layer” is a set of those who are not the supporting layer of the advertiser, the product of the score of “favorite company” and the score of “disliked company” is “1” for each surveyed person. In this case, the survey subject is the “support layer”. Needless to say, this scoring is appropriately determined according to the purpose of the advertisement. In addition, among the direct items, the question items related to the “product to be purchased” are scored in the same way as the indirect items.

Next, the data processing unit 13 performs data processing on the response data regarding the item directly (STEP 2-1). The initial value calculation unit 13a determines whether the survey target person is a support layer or a non-support layer of the advertiser from the response data of the items “favorite company” and “dislike company” in direct items. . Here, the non-supporting layer is a set of persons who are not the support layer of the advertiser. For example, if the advertiser is “Company A”, the survey subject who has selected “Company A” as the “Favorite company” and did not select “Company A” as the “Disliked company” is the advertiser On the other hand, the survey subjects who do not select “Company A” as the “favorite company” are uniformly the non-support layer of the advertiser. Thus, as shown in FIG. 5 (B), the structure of the entire surveyed, the ratio of the advertiser of the support layer and the non-supporting layer xx _1: may be obtained as x _2. From the answer data of the item “Which product do you want to purchase?” In the direct item, “support for purchasing products” is determined for each of the support layer and non-support layer of the advertiser. Here, “intention to purchase products” means the effect on the individual surveyed by achieving the advertising purpose of “increasing the domestic share of the products provided by the advertiser”, that is, purchasing the advertiser's products. Is the degree of intention. Calculation of “product purchase intention” is performed as follows. As described above, the survey target can be classified as either “supporting layer” or “non-supporting layer”, and whether or not the advertiser's product is selected as the purchased product, the purchase intention y ₁ of the support layer And the purchase intent y ₂ of the non-supporting layer can be obtained. As a result, the “purchased amount of the advertiser product” at the present time can also be obtained as x ₁ y ₁ + x ₂ y _{2 with} respect to the total number of monitors.
The results obtained as described above are displayed on the screen as shown in FIG. 5B, and this questionnaire survey is conducted with respect to the advertising company employee (hereinafter referred to as “diagnostic”). You may be made to recognize what the tendency is.

In parallel with STEP 2-1, data processing is performed on the response data regarding the indirect item (STEP 2-2 and STEP 2-3).
First, the initial value calculation unit 13a aggregates the response data of the indirect items of each survey subject, obtains the average value of the scores for each indirect item, and explains each item of the indirect item, that is, the indirect item. Each variable is stored in the table as an individual image score as shown in FIG. 5C (STEP 2-2). The individual image score can be obtained as (total score) / (number of samples). In the case of an indirect item, for example, when an advertiser is selected in the item “Which company has technology development ability?”, The single answer is 3 points, the multi answer is 2 points, and the advertiser is not selected In this case, it is 1 point. Further, the scoring by counting may be obtained as the ratio of the number of survey subjects who selected the advertiser's company to the total number of monitors.

Next, the first relational expression calculation unit 13b performs principal component analysis, factor analysis, and the like based on the individual image scores of the indirect items, and groups them for each explanatory variable having the same property. The explanatory variable is divided into a first element _ap , a second element b _q , a third element _cr, and a fourth element d _s . The subscripts p, q, r, and s are 1 to (number of elements of each factor). Here, the number of groupings does not have to be four groups, and groupings are performed with the same properties. For each factor, the correlation between the factor and the explanatory variable is obtained as a relational expression.
That is, the first factor X ₁ = {a ₁ , a ₂ ,...}
Second factor X ₂ = {b ₁ , b ₂ ,...}
Third factor X ₃ = {c ₁ , c ₂ ,...}
Fourth factor X ₄ = {d ₁ , d ₂ ,...}
And the following relational expression (in particular, the “first relational expression”):
X ₁ = A ₁ a ₁ + A ₂ a ₂ +...
X ₂ = B ₁ b ₁ + B ₂ b ₂ +...
X ₃ = C ₁ c ₁ + C ₂ c ₂ +...
X ₄ = D ₁ d ₁ + D ₂ d ₂ +...
Ask for. The first relational expression is expressed as a linear function of “explanatory variable” which is a component of the factor.
Ai, Bi, Ci, and Di (i is a natural number) are coefficients that are weights indicating the importance of elements for each factor. Here, elements of each factor may be displayed on the input / output unit 11 so that the diagnostician can determine whether or not the grouping result is correct. Further, it is possible to input items to be removed from the grouping from the input / output unit 11 and group only by specific items. In this case, according to the grouping instruction of the diagnostician input to the input / output unit 11, the process is repeated until the grouping is correctly performed.

Next, the second relational expression calculation unit 13c, the target variable which is determined in accordance with the advertising purposes, first Factor X ₁ to fourth factor in the above example was determined previously and purchase intent advertiser Product a first relationship for X ₄ Prefecture, determined by multiple regression analysis. That is, an objective variable (also referred to as a “dependent variable”) determined in accordance with the advertising purpose is Y, and the second relational expression,
Objective variable: Y = F (X _L ) = AX ₁ + BX ₂ + CX ₃ + DX ₄ + E (L = 1 to 4)
(STEP 2-3). A, B, C, and D are coefficients, and E is a constant. Further, since the second relational expression is obtained by multiple regression analysis, it is also referred to as “multiple regression expression”.

  In this way, by analyzing the responses of indirect items in the questionnaire survey, objective variables set according to the purpose of the advertisement, for example, the purchase intention of the advertiser's product and indirect items, that is, the advertisement appeals to the recipient. The relationship with the appeal item can be obtained by factor analysis and multiple regression analysis.

By the way, an advertiser defines an advertising purpose as a management strategy.
FIG. 6 is a diagram illustrating an example of an advertiser target setting table stored in the storage unit 12 of the advertisement diagnosis apparatus 10. For example, when an advertiser sets an increase in domestic share as an advertising purpose, the current value of domestic share obtained from sales results and market research of the company and other companies is obtained separately, and the management purpose and management strategy are determined from that current value. The target value of domestic share is calculated as The current value and the target value of this domestic share are stored in the target setting table in the storage unit 12 of the advertisement diagnosis apparatus 10 as schematically shown in FIG.

Next, the target value calculation unit 13d refers to the target setting table in the storage unit 12 of the advertisement diagnostic apparatus 10, and calculates a target value for purchase intention from the target for advertising purposes, that is, the domestic share increase rate. That is, in the above-described specific example, the domestic share is determined depending on whether the advertiser or non-advertiser purchases the product, so the domestic share and the purchase intention correspond to 1: 1 and are related by a positive proportional constant. ing. The advertising purpose itself may be increased purchase intention. Thereby, since the target value of the objective variable Y that is the advertising purpose is determined, the target value calculation unit 13d determines each factor X _L (L = 1) from the direct relational expression and the indirect relational expression already obtained in STEP 2-3. -4) and the target value of each factor, that is, the target value of each explanatory variable is obtained (STEP 3).

A specific method for calculating the target value will be described.
The first approach finds the increment [Delta] X _L of each factor from the coefficients of regression equation from the second relational expression.
That is, the increment ΔY of the objective variable, the increment [Delta] X _L of each factor is partitioned ratio of the following equation.
ΔX ₁ : ΔX ₂ : ΔX ₃ : ΔX ₄ = A: B: C: D
Now, by adding the increment ΔY and the coefficient A of the objective variable, B, C, D are Motomari is increment [Delta] X _L of each factor because it is known, the current value of the factor X _{L (L} = 1~4) , X _L (L = 1 to 4) of each target value of the factor is obtained.
That is, ΔX ₁ / ΔY = A / (A ² + B ² + C ² + D ² )
ΔX ₂ / ΔY = B / (A ² + B ² + C ² + D ² )
ΔX ₃ / ΔY = C / (A ² + B ² + C ² + D ² )
ΔX ₄ / ΔY = D / (A ² + B ² + C ² + D ² )
Thus, each target value of the factor is obtained as X _L + ΔX _L.
Similarly, each target value of the factor obtained in this manner is distributed according to each coefficient of the first relational expression, whereby the target value of each explanatory variable is obtained. That is, the increment [Delta] X ₁ of the first factor, to distribute the increment .DELTA.a _p for each explanatory variable (element) in a ratio in the following equation. For example, when p = 1 to 4, the following equation is obtained.
Δa ₁ : Δa ₂ : Δa ₃ : Δa ₄ = A ₁ : A ₂ : A ₃ : A ₄

Now, since the increment [Delta] X ₁ and the coefficient of the first factor _{A 1, A 2, A 3} , A 4 is known, each increment .DELTA.a _p explanatory variables is determined by the following equation.
Δa _p / ΔX ₁ = A ₁ / (A ₁ ² + A ₂ ² + A ₃ ² + A ₄ ² )
Therefore, the target value of the explanatory variable, by adding the increment .DELTA.a _p to the state value _a p (p = _1~4) of the explanatory variables, the target value of the explanatory variable is obtained as _{a p} + _{Δa p.}
Similarly, target values b _q , c _r , and d _s for explanatory variables related to other factors X ₂ , X ₃ , and X ₄ are also obtained.

In the first method, among the four factors, for example, two factors having large factor values may be given specific gravity and assigned an increase.
For example, ΔX ₁ : ΔX ₂ = A: B
ΔX ₃ = ΔX ₄ = 0
Since the increment ΔY of the objective variable and the coefficients A and B are known, the increments ΔX ₁ and ΔX ₂ of each factor are obtained, and by adding the current values X _L (L = 1, 2) of the factors, X _L (L = 1, 2) of each target value of the factor may be obtained. The target values of the explanatory variables in the factors X ₁ and X ₂ are also obtained according to the above example. In addition, according to the magnitude of the coefficient of the explanatory variable, the target value of the explanatory variable is obtained by assigning to the high coefficient item.

A second method for calculating the target value will be described.
The first relationship for the first factor _{X 1,}
X ₁ = ΣA _i a _i (= A ₁ a ₁ + A ₂ a ₂ +...)
And the reciprocal of each coefficient a _i is used as the difference estimated value of the explanatory variable. That is, the difference estimated value of the explanatory variable a _i (i = 1, 2,...) Is set to 1 / a _i .
The difference estimated value [delta] X ₁ of the first factor _{X 1} and the following equation.
δX ₁ = ΣA _i / a _i (= A ₁ / a ₁ + A ₂ / a ₂ +...)
Similarly, estimated difference values δX ₂ , δX ₃ , and δX ₄ of other factors, the second to fourth factors X ₂ , X ₃ , and X ₄ are obtained. Then, the estimated difference value of the objective variable is obtained as AδX ₁ + BδX ₂ + CδX ₃ + DδX ₄ , and the proportional constant is calculated from the following equation so that the estimated difference ΔY is multiplied by a constant α to obtain an increase ΔY of the objective variable. Find α.
α = ΔY / (AδX ₁ + BδX ₂ + CδX ₃ + DδX ₄ )

By multiplying each estimated difference value by the proportional constant α obtained in this way, it is obtained as an increase of a factor or an explanatory variable (= target value−current value).
That is, the increment ΔX _{L of} each factor X _L (L = 1 to 4) and the increments Δa _i , Δb _i , Δc _i , Δd _i of each explanatory variable can be obtained as follows.
ΔX ₁ = α × ΣA _i / a _i
ΔX ₂ = α × ΣB _i / b _i
ΔX ₃ = α × ΣC _i / c _{i
ΔX 4 = α × ΣD i /} d i
Δa _i = α / a _i
Δb _i = α / b _i
Δc _i = α / c _i
Δd _i = α / d _i
By adding the current value corresponding to each value obtained in this manner, the target value of each factor X _L (L = 1 to 4) and the target value of each explanatory variable can be obtained.
For example, the target value of the first factor is X ₁ + ΔX _1, and the target value of the explanatory variable is determined as, for example, a _i + Δa _i .

  As described above, using the first relational expression and the second relational expression, the target values of the explanatory variables and the factors are calculated from the coefficients of those relational expressions based on the target values of the set objective variables. calculate. Here, the first method is preferably used when the individual image score values are averaged. The second method calculates the target value by using the reciprocal of the current value and the coefficient in the first relational expression because it is difficult to further raise the value when the current value of the individual image score is large. This second method is preferably used when the current values of the individual image scores are dispersed and these values are averaged. Note that the value of the constant α in the second method is preferably between 0.1 and 10.

FIG. 7 is a diagram schematically showing the display form of the input / output unit 11 of the advertisement diagnosis apparatus 10 based on the result of the target value calculated in STEP 3 of FIG. “Item” in the figure means each explanatory variable.
The diagnostician confirms the contents displayed on the input / output unit 11 as shown in FIG. 7 and confirms the classification of the factors and the target values of items that are elements of each factor, It can be confirmed whether it is a setting. At this time, each target value obtained by the first method and the second method is displayed on the screen of the input / output unit 11 as shown in FIG. The selected value may be finally adopted as a target value or selected. Note that menu display for selection is omitted in FIG.
This completes the analysis of the survey result of the first questionnaire.

The advertisement diagnosis apparatus 10 continues to perform a second questionnaire survey on each survey subject by the questionnaire survey execution unit 14. Here, in the second questionnaire survey, first, each survey target person views the advertisement to be diagnosed, and surveys the impression of the viewed advertisement.
First, the advertisement diagnosis device 10 transmits advertisement data to be diagnosed to the terminal device 2 of each monitor, reproduces it on the terminal device 2, and causes each survey subject to forcibly view the advertisement. Thereafter, when the viewing ends, the advertisement diagnosis apparatus 10 transmits an answer request for the second questionnaire survey to the terminal device 2 of each survey target person, as in the case of the first questionnaire survey. By answering the second questionnaire survey to the terminal device 2 and returning it to the advertisement diagnostic apparatus 10, the answer to the second questionnaire survey is stored in the storage unit 12 of the advertisement diagnostic apparatus 10 (STEP 4).
FIG. 8 is a diagram showing a response screen of the second questionnaire survey that is transmitted from the advertisement diagnosis device 10 to the terminal device 2 of each survey subject and displayed on the terminal device 2. The second questionnaire survey has, as question items, a check item for confirming whether or not there is a memory of viewing the viewed advertisement and an indirect item for measuring the impression of the viewed advertisement. As an indirect item, the same “item” as in the first questionnaire survey is used, and the impression that the viewed advertisement gives to the viewer is answered. The advertisement recognition rate is obtained from the check items. Here, in the second questionnaire survey, a plurality of advertisements are viewed and a questionnaire survey is performed for each advertisement. Note that the question items of the indirect items in the second questionnaire survey shown in FIG. 8 and the question items of the indirect items in the first questionnaire survey shown in FIG. That is, the indirect item shown in FIG. 8 is a factor that the advertisement appeals to the individual subject to the survey, and the question format is changed so as to ask the impression received from the advertisement. This is because in the second questionnaire survey, the question is specific to the viewed advertisement.

  In this way, the survey result of the second questionnaire is stored in the storage unit 12 of the advertisement diagnosis apparatus 10. When receiving an answer of the second questionnaire survey from each survey subject, the advertisement diagnosis apparatus 10 performs an evaluation for each advertisement based on the answer by the current value calculation unit 13e.

First, the recognition rate of the advertisement to be diagnosed is obtained (STEP 5). The recognition rate is calculated as the ratio of those who answered that there was a memory of seeing this advertisement in the check items to the entire survey target.
Next, as in the case of the first questionnaire, the survey results of the indirect items are scored for each survey target person (the scored data is referred to as “answer data”). Aggregate the response data of each survey subject's indirect items and find the average score for each indirect item. This average value is set as the estimated value of the individual image score of the advertisement to be diagnosed (STEP 6).
Further, the present values of the objective variables relating to the respective factors X _L (L = 1 to 4) and the advertising purpose are obtained from the first relational expression and the second relational expression already obtained in STEP 2-3 (STEP 7).
FIG. 9 is a table for storing current values of explanatory variables of advertisements (moving image files) to be diagnosed, current values of factors, and current values of objective variables determined in accordance with the purpose of advertisement. Note that “items” in the figure correspond to elements constituting factors, that is, explanatory variables.
When the second questionnaire survey is performed by allowing the survey target person to view a plurality of advertisements, the current value is stored for each advertisement that is an advertisement diagnosis, as shown in FIG.

In this way, since the current value of each explanatory variable and factor is obtained for the advertisement to be diagnosed, it is compared with the target value of the explanatory variable obtained in STEP 3 to determine whether the advertisement achieves the advertising purpose. Is displayed on the input / output unit 11 (STEP 8).
At that time, not only the current value of each explanatory variable and factor, but also the value of the objective variable determined according to the purchase intention, that is, the advertising purpose, is displayed on the input / output unit 11 in comparison with the target value. In addition, since the recognition rate of each advertisement is also obtained in STEP 5, it is possible to provide useful information to the advertisement diagnosing person by displaying it on the input / output unit 11.

  In STEP 8, if the advertisement cannot achieve the advertising purpose, the process proceeds to an improvement process (STEP 9) described later. If there is no change in the advertising purpose, the advertisement is improved and the second questionnaire survey (STEP 4) is performed. Transition.

Next, the improvement process by the advertisement improvement guideline presenting unit 13g will be described.
FIG. 10 is a diagram schematically illustrating an improvement table stored in the storage unit 12 of the advertisement diagnosis apparatus 10. In the improvement table related to the advertisement expression element, each advertisement expression element stores a list and a rank of contribution that contributes to an increase in individual image score (hereinafter simply referred to as “image score increase contribution degree”) in association with each other. Examples of the advertisement expression element include music, director, message, and the like. In the list column, the first music P ₁ of “XX song”, the second music P ₂ of “XX song”, etc. Each data of the advertisement expression element is stored in the order of the individual image score increase contribution degree, for example, the rank “1” of the image score increase contribution degree in the first music (XX song) P1 is stored. .
FIG. 11 is a diagram schematically illustrating the contents displayed on the screen of the input / output unit 11 of the advertisement diagnosis apparatus 10 as an example of the improvement process. An advertisement expression element is stored in the storage unit 11 of the advertisement diagnosis apparatus 10 for each advertisement to be diagnosed, and the advertisement is sent to the survey target person and the second questionnaire survey is performed. As shown in FIG. The current status of each item is displayed. Then, as shown in FIG. 11, the first element displays “none” for room for improvement because the rank of contribution to increase the image score is “1”. However, since the ranking of the individual image score increase contribution degree is “3” for the second and third elements, “the room for improvement” is displayed, and the improvement shown in FIG. 10 is shown for the second and third elements. By referring to the table, the element names having the ranks “1” and “2” are displayed.
Thus, the diagnostician can obtain a guideline on what expression elements should be improved for an advertisement that cannot achieve the advertising purpose. Therefore, it is possible to improve the advertisement so that it meets the purpose of the advertiser as much as possible by improving the advertisement, repeatedly viewing the improved advertisement on the monitor, and conducting a questionnaire survey.

12A and 12B are explanatory diagrams for explaining another improvement processing process. FIG. 12A is a graph showing the relationship between the GRP and the recognition rate. FIG. 12B is a GRP showing the GRP for each advertisement stored in the advertisement diagnosis apparatus. Table (C) is a judgment table. GRP is an abbreviation for Gross Rating Point, which is the sum of the target reach obtained by an advertiser using a specific medium in a specific advertising campaign. In the case of a TV advertisement, a certain commercial is broadcast multiple times. It is the sum of the audience rating when
In general, the recognition rate increases as shown in FIG. 12A with respect to GRP corresponding to the sum of the audience ratings. The curve shown in FIG. 12A is defined as an ideal curve.
The advertisement diagnosis apparatus 10 obtains the GRP of the advertisement to be diagnosed from the GRP table stored in the storage unit 12 of the advertisement diagnosis apparatus 10 and uses the recognition rate calculated in STEP 5 with respect to the input / output unit 11. The position of the point P is displayed together with the ideal curve shown in FIG. When the diagnostician views the content displayed on the input / output unit 11, it can be seen that the advertisement has not reached the ideal curve. That is, the diagnostician recognizes that the recognition rate is low. Further, the advertisement diagnosis apparatus 10 obtains a difference from the point on the ideal curve for the same GRP, that is, a difference from the ideal of the recognition rate, and refers to a determination table as shown in FIG. If the difference is in the range of room for improvement, improve the expression of the advertisement to increase the recognition rate or increase the GRP. If the difference exceeds the range of room for improvement A determination result that the use of the advertisement should be withheld is displayed on the input / output unit 11. For example, as shown in FIG. 12C, when the difference from the ideal curve of the recognition rate is “0 to −10”, “improve the advertisement expression”, and “−10 or less” use “other video file” Message ”is output to the input / output unit 11. Thereby, the diagnostician can obtain a guideline for improving the advertisement from the determination result displayed on the input / output unit 11.

FIG. 13 is a diagram for explaining another process improvement process, and (A), (B), and (C) each show a display form displayed on the input / output unit 11 by the advertisement improvement guideline presentation unit 13g. Is.
First, as shown in FIG. 13A, the initial value and the target value obtained in the first questionnaire survey and the second questionnaire survey are obtained for each factor according to the answer of the second questionnaire survey after viewing an advertisement. When the current value is displayed, if it is determined that the current value has reached the target value, “clear” is displayed in the “determination” column, and if it is determined that the current value does not reach the target value “NG” is displayed in the “judgment” column. This display is performed for all advertisement data to be diagnosed.
Then, for example, FIG. 13 (B), the "NG" for all factors in the "first 1CM", the "second 2CM" Factors _{X 3} only the "NG", "second 3CM" In Factor _X 2, The input / output unit 11 displays “NG” for X _{4 and} “NG” for factors X ₂ and X ₃ for “ _4th CM”. The diagnostician sees this display and evaluates that “first CM” is not adopted and can achieve the target value of each factor by combining “second CM” and “third CM”. Further, it can be seen from this display that the target value of each factor cannot be achieved by the combination of “3rd CM” and “4th CM” and the combination of “2nd CM” and “4th CM”.

In this way, after viewing a plurality of advertisements, the responses of the second questionnaire survey for each advertisement are analyzed, and the relationship between the advertising purpose, which is the role that the advertisement should originally play, and each factor is known. Since the relationship between the factor and the advertising goal is known, the causality between the advertising purpose and the advertising effect can be understood.
As another display example, for example, as shown in FIG. 13C, since the factor X3 has not reached the target value in any of “first CM” to “fourth CM”, this series of CMs cannot be adopted. The advertisement creator can be encouraged to improve the factor X3 and recreate the advertisement. In this case, the reconstructed advertisement data is stored in the advertisement data file 14c of the advertisement diagnosis apparatus 10 again. When there is an input to the input / output unit 11 indicating that the reconstruction has been performed, the routing determination unit 13h performs an iterative process of causing the current value calculation unit 13e and the achievement level calculation unit 13f to determine the achievement level of the advertisement improvement. .
In addition, although the case where it displays for every factor is shown in FIG. 13, you may make it judge by displaying not only a factor but the indirect item or explanatory variable which is the element.

As described above, according to the present invention, it is possible to know factors to be improved and individual image items that are elements of the factors. Therefore, based on the improvement, it is possible to improve the advertisement, that is, the expression material constituting the advertisement. Provide guidance on how to do this.
Therefore, the advertisement function can be validated by improving the advertisement and broadcasting or distributing the improved advertisement. In addition, by conducting a questionnaire survey again after a week or every month, it is possible to investigate consumer trends and perform judgment analysis according to the intention of the advertiser.

  The present invention is not limited to the above-described embodiment, and various modifications can be made within the scope of the invention described in the claims. In the above embodiment, the factor is composed of a plurality of explanatory variables, but one factor may be composed of one explanatory variable. The advertisement can be applied to all types of advertising media such as television / radio broadcasts, communication using communication lines such as the Internet, newspapers, magazines, and signs installed on the streets.

It is a lineblock diagram of an advertising diagnostic system which has an advertising diagnostic device concerning one form of the present invention. It is a flowchart which shows the flow of the first half of the advertisement diagnostic method of this invention. FIG. 3 is a flowchart showing the latter half of the flow following FIG. 2. It is the figure which showed typically the reply screen of the 1st questionnaire survey which is transmitted with respect to each investigation subject person's terminal device shown in FIG. 1, and is displayed on each terminal device. 2A and 2B are diagrams showing the contents of processing performed in STEP 2 in FIG. 2, in which (A) is a table in which direct items and indirect items are scored from responses for each survey target person, and (B) is an input / output unit by direct item data processing. The figure which shows the displayed screen typically, (C) It is a table which shows the data processing result of an indirect item. It is a figure which shows an example of the advertiser's target setting table stored in the memory | storage part of an advertisement diagnostic apparatus. It is a figure which shows typically the display form of the input-output part of an advertisement diagnostic apparatus about the result of the target value calculated by STEP3 of FIG. It is the figure which showed the reply screen of the 2nd questionnaire survey transmitted with respect to each investigation subject person's terminal device from an advertising diagnostic device, and displayed on a terminal device. It is a table which stores each current value of an explanatory variable of an advertisement (moving image file) to be diagnosed, a current value of each factor, and a current value of an objective variable determined corresponding to the purpose of the advertisement. It is a figure which shows typically the improvement table about the advertisement expression element stored in the memory | storage part of an advertisement diagnostic apparatus. It is the figure which showed typically the content displayed on a screen by the input-output part of an advertisement diagnostic apparatus as an example of an improvement process. It is explanatory drawing for demonstrating another improvement process, (A) is a graph which shows the relationship between GRP and recognition rate, (B) is a GRP table which shows GRP for every advertisement stored in the advertisement diagnostic apparatus, ( C) is a judgment table. FIGS. 4A and 4B are diagrams for explaining another process improvement process, and FIG. 4A and FIG. 4C respectively show display forms displayed on the input / output unit by the advertisement improvement guideline presentation unit.

Explanation of symbols

DESCRIPTION OF SYMBOLS 1 ... Advertisement diagnostic system 2 ... Terminal device 3 ... Network 10 ... Advertisement diagnostic device 11 ... Input / output part 11a ... Transmission / reception part 11b ... Input part 11c ... Output part 12: Storage unit 13: Data processing unit (arithmetic processing unit)
13a ... Initial value calculation unit 13b ... First relational expression calculation unit 13c ... Second relational expression calculation unit 13d ... Target value calculation unit 13e ... Current value calculation unit 13f ... Achievement level Calculation unit 13g ... advertisement improvement guideline presentation unit 13h ... routing determination unit 14 ... questionnaire survey execution unit 14a ... first questionnaire item file 14b ... second questionnaire item file 14c ... advertisement data File

Claims (18)

A first questionnaire survey including a direct item directly related to an advertising purpose and an indirect item that should be appealed to an advertising recipient to achieve the advertising purpose by being stored and executed in a computer having a storage unit, and an advertisement to be diagnosed An advertising diagnosis program that analyzes the responses from survey subjects to the second questionnaire survey that includes indirect items that make an impression of the answer, and whether the advertisement to be diagnosed achieves the advertising purpose There,
By summing up the responses of the direct items among the responses of the first questionnaire survey stored in the storage unit, the initial composition of the survey target person and the initial value of the objective variable determined according to the advertising purpose A first step for determining
Based on the answer of the indirect item among the answers of the first questionnaire survey stored in the storage unit, the relation between the objective variable determined corresponding to the advertising purpose and the explanatory variable corresponding to the indirect item is used as a relational expression. A second step to find,
The target value of the objective variable determined corresponding to the advertising purpose is calculated from the target related to the advertising purpose stored in the storage unit, and the relationship obtained in the second step from the calculated target value of the objective variable A third step for obtaining each target value of the explanatory variable using an equation;
A fourth step of obtaining each current value of the explanatory variable corresponding to the indirect item of the second questionnaire based on the answer of the second questionnaire survey stored in the storage unit;
A fifth step for determining the degree of achievement of the advertising purpose by comparing each current value of the explanatory variable obtained in the fourth step and each target value of the explanatory variable obtained in the third step,
An advertisement diagnosis program that is executed by the computer. In the second step, first, indirect items in the first questionnaire survey are classified into factors so as to have the same property, and the relationship between the factors and the indirect items is obtained as a first relational expression, and then Find the relationship between the objective variable and the factor determined according to the advertising purpose obtained in one step as the second relational expression,
In the third step, when calculating each target value of the explanatory variable from the target value of the objective variable, a relational expression including the first relational expression and the second relational expression is used. Item 6. The advertisement diagnosis program according to Item 1.   2. The computer according to claim 1, wherein after the fifth step, the computer is caused to execute a sixth step of outputting an advertisement improvement guideline based on the degree of achievement of the advertising purpose obtained in the fifth step. Advertising diagnostic program.   When the advertisement is reconstructed based on the advertisement improvement guideline output in the sixth step and the answer of the second questionnaire survey is input for the reconstructed advertisement, the process returns to the fourth step, The advertisement diagnosis program according to claim 3, wherein the degree of achievement of advertisement improvement is obtained in five steps. In the fourth step, the question item of the second questionnaire survey includes an item for obtaining the advertisement recognition rate ,
In the fifth step, the recognition rate of the advertisement to be diagnosed is also calculated,
The advertisement diagnosis program according to claim 3, wherein in the sixth step, a guideline for improving the advertisement is output in consideration of the recognition rate calculated in the fifth step. The advertising purpose is to increase the share of goods or services provided by the advertiser,
The object variable according to claim 1, wherein the objective variable determined corresponding to the advertising purpose is an intention to purchase a product provided by the advertiser or an intention to use a service provided by the advertiser. Advertising diagnostic program. From the first questionnaire survey that includes direct items directly related to the advertising purpose and indirect items that should be appealed to the advertisement recipient to achieve the advertising purpose, and the second questionnaire survey that includes indirect items that make the impression of the advertisement to be diagnosed answer An advertising diagnosis device that diagnoses whether the advertisement to be diagnosed achieves the advertising purpose by analyzing the responses from the survey subjects to
A storage unit for storing answers to a first questionnaire survey performed before viewing the advertisement to be diagnosed and a second questionnaire survey performed after viewing the advertisement to be diagnosed; a first questionnaire survey stored in the storage unit; A data processing unit that performs data processing for responses to the second questionnaire survey, and an input / output unit that performs input to and output from the data processing unit,
The data processing unit
By summing up the responses of the direct items among the responses of the first questionnaire survey stored in the storage unit, the composition ratio of the entire survey subject and the initial value of the objective variable determined according to the advertising purpose are obtained. An initial value calculation unit for calculating,
Based on the answer of the indirect item among the answers of the first questionnaire survey stored in the storage unit, the relation between the objective variable determined corresponding to the advertising purpose and the explanatory variable corresponding to the indirect item is used as a relational expression. A relational expression calculation unit to be obtained;
Calculates the target value of the objective variable determined according to the advertising purpose from the goal related to the advertising purpose input and set from the input / output unit, and uses the relational expression obtained by the relational expression calculating unit to explain the variable A target value calculation unit for calculating each target value of
A current value calculation unit that obtains each current value of the explanatory variable corresponding to the indirect item of the second questionnaire based on the answer of the second questionnaire stored in the storage unit;
An achievement level calculation unit that determines the achievement level of the advertising purpose by comparing each current value of the explanatory variable obtained by the current value calculation unit and each target value of the explanatory variable calculated by the target value calculation unit; ,
An advertisement diagnosis apparatus characterized by comprising:   The relational expression calculation unit classifies the indirect items in the first questionnaire survey as factors so as to have the same property, obtains the relationship between the factors and the indirect items as a first relational expression, and corresponds to the advertising purpose. The advertisement diagnosis apparatus according to claim 7, wherein a relationship between the objective variable determined in this way and the classified factor is obtained as a second relational expression.   The data processing unit further includes an advertisement improvement guideline presentation unit that obtains an advertisement improvement guideline based on the achievement degree of the advertisement purpose obtained by the achievement level calculation unit and outputs the advertisement improvement guideline to the input / output unit. The advertisement diagnosis apparatus according to claim 7. The data processing unit further includes a routing determination unit for obtaining an improvement achievement level for an advertisement reconstructed based on the advertisement improvement guideline obtained by the advertisement improvement guideline presentation unit,
The routing determination unit determines that there is an input of a second questionnaire survey response from the input / output unit to the storage unit for the impression received by the surveyed person who has viewed the advertisement, and calculates the current value The advertisement diagnosis apparatus according to claim 9, wherein an achievement degree of advertisement improvement is obtained by a section and the achievement degree calculation section. The question item of the second questionnaire survey stored in the storage unit includes an item for obtaining the recognition rate of the advertisement to be diagnosed,
The current value calculation unit also calculates the recognition rate of the advertisement to be diagnosed from the answers to the question items,
The advertisement diagnosis apparatus according to claim 9, wherein the advertisement improvement guideline presentation unit takes into account the calculated recognition rate when obtaining the advertisement improvement guideline. The advertising purpose is to increase the share of goods or services provided by the advertiser,
The object variable according to claim 7, wherein the objective variable determined in accordance with the advertising purpose is an intention to purchase a product provided by the advertiser or an intention to use a service provided by the advertiser. Advertising diagnostic device. A storage unit for storing answers to the first questionnaire survey performed before viewing the advertisement to be diagnosed and a second questionnaire survey performed after viewing the advertisement to be diagnosed; a first questionnaire survey stored in the storage unit; Using a computer having an arithmetic processing unit that performs data processing for responses to the second questionnaire survey and an input / output unit that performs control including input to the arithmetic processing unit and output from the arithmetic processing unit, An advertising diagnosis method for performing diagnosis,
A storage step in which the arithmetic processing unit stores in the storage unit the direct questionnaire directly related to the advertising purpose and the first questionnaire survey including the indirect item to be appealed to the advertising recipient in order to achieve the advertising purpose;
The arithmetic processing unit calculates the initial value of the objective variable determined corresponding to the composition ratio of the entire survey target person and the advertising purpose by counting the answers of the first questionnaire survey stored in the storage unit. An initial value calculating step;
Based on the answer of the indirect item among the answers of the first questionnaire survey stored in the storage unit, the arithmetic processing unit includes an objective variable determined for the advertising purpose and an explanatory variable corresponding to the indirect item. A relational expression calculating step for obtaining the relation as a relational expression;
The arithmetic processing unit calculates a target value of an objective variable determined corresponding to the advertising purpose from the target regarding the advertising purpose input and set from the input / output unit, and from the calculated target value of the objective variable, Using the relational expression obtained in the relational expression calculating step, a target value calculating step for obtaining each target value of the explanatory variable;
Current value for causing the arithmetic processing unit to obtain each current value of the explanatory variable corresponding to the indirect item of the second questionnaire survey in the advertisement to be diagnosed based on the answer of the second questionnaire survey stored in the storage unit A calculation step;
The arithmetic processing unit compares each current value of the explanatory variable in the advertisement to be diagnosed obtained in the current value calculation step with each target value of the explanatory variable obtained in the target value calculation step, thereby comparing the advertisement. An achievement calculation step to determine the achievement of the advertising purpose for,
An advertisement diagnosis method characterized by: In the relational expression calculating step, the arithmetic processing unit classifies the indirect item in the first questionnaire survey as a factor so as to have the same property, and the relation between the factor and the indirect item is defined as a first relational expression. 14. The advertisement diagnosis method according to claim 13, wherein a relationship between an objective variable determined corresponding to an advertising purpose and the classified factor is obtained as a second relational expression.   Following the achievement level calculation step, the calculation processing unit provides an advertisement improvement guideline based on the achievement level of the advertising purpose obtained in the achievement level calculation step, and an improvement guideline for giving an output display instruction to the input / output unit The advertisement diagnosis method according to claim 13, wherein a providing step is performed.   Following the improvement instruction providing step, the input / output unit receives an input indicating that the advertisement has been reconstructed based on an advertisement improvement guideline, and further, regarding the impression received by the surveyed person who viewed the advertisement, When an input of a second questionnaire survey is received from the entry output unit to the storage unit, the process returns to the current location calculation step, and the improvement level of the reconstructed advertisement is obtained in the achievement level calculation step. The advertisement diagnosis method according to claim 15. In the current value calculation step, the arithmetic processing unit also calculates a recognition rate of the advertisement to be diagnosed from the answer of the second questionnaire survey,
In the improvement guideline providing step, the arithmetic processing unit instructs the input / output unit to output and display an advertisement improvement guideline in consideration of the recognition rate calculated in the current value calculation step. The advertisement diagnosis method according to claim 15. The advertising purpose is to increase the share of goods or services provided by the advertiser,
The object variable according to claim 13, wherein the objective variable determined in accordance with the advertising purpose is an intention to purchase a product provided by the advertiser or an intention to use a service provided by the advertiser. Advertising diagnosis method.

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