RU2148860C1 - Device for visual advertising - Google Patents

Abstract

FIELD: advertising. SUBSTANCE: device has remotely controlled board, indication board, selective radio call receiver, device for converting received signals of control message for their displaying on indication board, central terminal of network, central station, input device and dispatching terminal. EFFECT: simultaneous displaying of different advertising messages. 1 dwg, 7 ex

Description

 The invention relates to an advertising business, and more specifically, to systems for visual reproduction of advertising information presented on visualization screens (advertising boards) operating in an urbanized environment with a developed infrastructure.

 Among the visual advertising distribution systems, for example, an advertising system [1] is known, which contains a central station that generates and transmits advertising video information via light cables to remote locations, where it is displayed on the screens of the corresponding advertising displays using video projectors. The system [1] is focused primarily on the implementation in halls and other rooms of large transport hubs, subways, characterized by intense passenger traffic. The implementation of the system is complicated, which is due to the features of the equipment used, which generates and plays advertising video information.

 Known, for example, is an advertising system [2], intended for sale in shopping centers, containing central and peripheral points connected to the central point with audio and video communication channels. The central point contains audio and video storage devices, an audio and video signal transmitter, and also a control signal receiver for activating an audio and video signal transmitter. Peripheral points contain receivers of audio and video signals, visualization screens - advertising boards on which images received by the respective receivers are projected, as well as control signal transmitters triggered by switches to which buyers interested in advertising information have access. The implementation of the system [2] is complex, requires the use of specialized equipment and is focused on indoor placement.

 A feature of visual advertising distribution systems [1], [2] is their locality and specialization, which limit the scope of the systems to the scope of one object, for example, the interior of a shopping center, transport hub, subway lobby, train station, etc. It is obvious that these locality and specialization narrow the possibilities of these systems for the distribution of advertising.

 The same limitations are characteristic of well-known visual advertising distribution systems that use exposure of transparencies, such as in [3], moving information panels, such as in [4], scrolling or unrolling ribbons carrying posters, such as in [ 5], [6], [7], [8], [9].

 The system described in [10], which is adopted as a prototype, has more wide possibilities for the distribution of visual advertising.

 The distribution system of visual advertising, adopted as a prototype, contains remotely controlled displays that receive control messages over a selective radio call network, such as a city or regional paging network. Each of the displays is equipped with an indicator panel for reproducing messages composed of letters, numbers and symbols, a selective radio call receiver and means for converting control messages received by the selective radio call receiver into messages reproduced on the indicator panel. The system also includes a central terminal of a selective radio call network, at least one transmitter of a selective radio call network connected to it, a central station for receiving control messages, and a means for entering these messages into a central terminal of a selective radio call network.

 A feature of the visual advertising distribution system adopted as a prototype is that it uses a valid selective radio call subscriber network (for example, a city or regional paging network) to remotely control placards that reproduce distributed advertising messages, which is a common infrastructure element in a modern urbanized environment . Due to the use of the existing selective radio call network, the costs of the implementation and subsequent operation of the prototype system are generally reduced, and the area for possible distribution of advertising is expanded to the boundaries of the coverage area of the selective radio call network.

 The distribution system of visual advertising, adopted as a prototype, works as follows.

 Remote-controlled display systems are permanently installed within the boundaries of the coverage area of the selective radio call network used. Places for installation of the display panel can be, for example, sections along traffic routes, sections near intersections or exits from the highway to the objects, advertising (informational) messages about which are posted on the display board.

 Users of the system (advertisers, traffic organizers) who wish to reproduce their information using the system display inform the dispatcher of the central station of the system the texts of the messages distributed, addresses (or other identification attributes) of the corresponding display, the desired time and duration of the message.

 The dispatcher of the central station of the system types control messages on the keyboard, each of which contains an address part that carries information about the address of the transmitted message, i.e. information on the subscriber number of the selective radio call receiver of the selected scoreboard, and the content part reflecting the advertising (information) text itself. These messages are entered using the appropriate means of computing and switching equipment into the central terminal of the selective radio call network.

 In the central terminal of the selective radio call network, each of these control messages is encoded accordingly, and then transmitted to the air by the transmitter (s) of the selective radio call network. The control message signal thus emitted is then received by the selective radio call receiver, the subscriber number of which coincides with the number presented in the address part of the control message. At the receiver of the selective radio call, the received signal of the control message is decoded and converted to a form that allows displaying the advertising (information) text presented in the content of the message on the display panel of the corresponding board. The received message is stored and played on the display panel of the board in accordance with the program of its operation. Control, decoding and other programs necessary for the operation of the scoreboard are implemented using standard computer technology.

 Changing the information displayed on the board occurs after receiving a new control message generated and transmitted by the dispatcher of the central station of the system.

 Thus, the distribution system of visual advertising, adopted as a prototype, solves the problem of distributing various kinds of advertising (information) messages, including for road users - drivers and passengers of vehicles, as well as for pedestrians observing the system display. This provides the possibility of targeted distribution of messages in accordance with the place of installation of the scoreboard through the use of selective radio call receivers with individual subscriber numbers assigned to the selective radio call network.

 However, in the system adopted as a prototype, the impact of advertising on the population is not effective enough. This is due, in particular, to the fact that the mere reproduction of text messages on the scoreboard does not have a sufficient attractive effect, and additional measures to form the appropriate motivation and interest necessary for a careful reading of the messages played on the scoreboard are not provided in the prototype system .

 The technical problem to which the claimed invention is directed is to create a system, the technical means of which allow the formation and distribution of advertising with a stable attractive effect, ensuring the preservation of interest in it and the effectiveness of the impact.

 The essence of the invention lies in the fact that in the distribution system of visual advertising containing at least one remotely controlled display panel equipped with an indicator panel for reproducing messages composed of letters, numbers and symbols, a selective radio call receiver and means for converting control signals received by the selective radio call receiver messages to messages played on the display panel, the central terminal of the selective radio call network, associated with it at least one a selective radio call network transmitter, a central station for receiving control messages, and also a means for inputting these messages to a central terminal of a selective radio call network, a central station is connected to an advertising formation point, a remotely controlled display panel is placed in a static advertising poster installation area with the possibility of their simultaneous reviews, while a static advertising poster carries part of the advertising information reporting on goods, services and / or calling for Certain actions, while remotely changing messages played on the indicator panel carry part of the advertising information that individualizes the information of the static advertising poster depending on the place of its installation and / or current time, and / or the state of the environment, and / or the emotional state of the population in accordance with the managers messages generated by the point of formation of advertising.

 The invention, its feasibility and the possibility of industrial application are illustrated by the drawing, which presents an example of a structural diagram of the inventive system in one of the simplest variants of its implementation.

 The inventive system for the distribution of visual advertising contains, see drawing, at least one remote-controlled display 1, equipped with an indicator panel 2 for reproducing messages composed of letters, numbers and symbols, a receiver 3 of a selective radio call and a microcomputer 4, which is a means for converting received receiver 3 signals of control messages to messages reproduced on the indicator panel 2. The drawing shows an example implementation of the system in the minimum implementation, that is, with one display 1.

 The indicator panel 2 of the panel 1 is located in the installation zone 5 of the static advertising poster 6 with the possibility of simultaneous viewing of the panel 2 and the poster 6.

 The claimed system also includes a central terminal 7 of the selective radio call network, at least one transmitter 8 of the selective radio call network connected to it (the drawing shows an embodiment of the system with one transmitter 8), and also a central station connected to the central terminal 7 via server 9 10 for receiving control messages generated in paragraph 11 of the formation of advertising and arriving at station 10 via the corresponding communication channel.

 In the claimed system of distribution of visual advertising, a static advertising poster 6 carries part of the advertising information reporting on goods, services and / or calling for certain actions, and remotely changeable messages displayed on the display panel 2 carry part of the advertising information that individualizes the information of the static advertising poster 6 depending from the place of its installation and / or current time, and / or the state of the environment, and / or the emotional state of the population in accordance with the governing and the messages generated by the formation of paragraph 11 of advertising.

 Clause 11 of the formation of advertising in this example implementation of the inventive system is a dispatch terminal equipped with standard telecommunications facilities that implement the communication channel of the dispatcher of clause 11 with the dispatcher of the central station 10.

 The central station 10 of the inventive system is used to receive control messages received via the communication channel from point 11, as well as to enter control messages via the keyboard of the personal computer of the central station manager (not shown) into the central terminal 7 through server 9. From the point of view of the selective network A radio call center station 10 is equivalent to one of the operator points (operator terminals) of this network (not shown). In this sense, for the operation of server 9, there is no difference between the messages that are usual for a selective radio call network, transmitted to subscribers' pagers from network operator points, or control messages, transmitted from paragraph 11 of the claimed system for remote control of display 1.

 Server 9 in the inventive system serves as hardware for inputting to the central terminal 7 messages from a central station 10 remote from it. Similar functions are performed by server 9 with respect to messages arriving from remote operator stations - remote operator terminals (not shown ) included in the selective radio call network, see for example [11, p. 85, fig. 2], [12, p. 47].

 The central terminal 7 of the selective radio call network in the inventive system is a means for receiving messages from server 9, generating a low-frequency signal in a specific format ("paging format", "paging transfer protocol", see for example [13]) and sending it directly to the transmitter 8 .

 The transmitter 8 of the selective radio call network is used to generate a high-frequency radio signal modulated by a low-frequency "paging format" signal, and to broadcast it through an appropriate transmitting antenna.

 The indicator panel 2 of the board 1 in this example implementation of the inventive system is used to visually reproduce messages in accordance with the control messages transmitted by paragraph 11.

 The receiver 3 of the selective radio call of the scoreboard 1 is used for targeted reception of signals transmitted over the network of the selective radio call, carrying encoded control messages transmitted by paragraph 11. By "reception" here is meant the entire set of operations performed in the receiver 3 on analog radio signals, including their reception, demodulation, analog-to-digital conversion and subsequent storage of received messages in the RAM of the receiver 3.

 To implement this function, the selective radio call receiver 3 has an individual receiving subscriber number set to receive messages transmitted by point 11 over the selective radio call network. The assignment to the receiver 3 of an individual subscriber number is accompanied by its corresponding programming, as a result of which the receiver 3 receives, processes and accumulates only those message signals whose addresses presented in the address part of the messages correspond to the subscriber number assigned to this receiver.

 Microcomputer 4 scoreboard 1 in the considered example of the implementation of the claimed system serves as a means for converting the received control messages into messages that are displayed on the display panel 2. By "conversion" here is meant the conversion of the source codes (formats) of the received messages to a form that allows them to be decoded and recognized in order to reproduce the corresponding text messages on the display panel 2 of a certain type. Microcomputer 4 also provides storage of converted signals in its random access memory, and in permanent memory, of programs that support the operation of the indicator panel 2. To ensure the interaction of the microcomputer 4 with the indicator panel 2 and receiver 3, its corresponding "ports" are connected by data lines (buses) with on the one hand, with the digital output of the receiver 3, and on the other, with the control input of the display panel 2.

 All elements of the claimed system are implemented on devices known from the prior art.

 As the receiver 3 of a selective radio call, a functionally complete part of an alphanumeric pager, for example a pager of the model "Info ADVISOR" or "SCRIPTOR LX4" of the company "Motorola, Inc.", can be used (USA), which provides the possibility of both receiving messages and generating digital output signals in the data format according to the RS 232 standard for interfacing with standard computers. The reading of information is carried out in this case under the influence of a control signal, presented in the form of a parallel binary code coming from a microcomputer 4.

 As a microcomputer 4, the EMBEDDED MICROPROCESSOR Intel 386 EX microprocessor can be used, which works with standard memory chips, the programming of which is carried out by industrially manufactured devices, the type of which is determined by the type of memory.

 As the indicator panel 2 of the panel 1, known character-synthesizing matrix indicators can be used, where message elements (letters, numbers, symbols) are displayed by combinations of appropriately initiated elementary segments, namely, “ignition” of light-emitting elements, such as in the panel [14], [ 15], or by changing the positions of two-color blenders, as for example in the scoreboard [16], [17]. Management ("initiation") of the elementary segments of the display panel 2 is carried out by connecting them to the power supply through the appropriate keys controlled by the microcomputer 4, while the control inputs of the keys form the control input of the display panel 2. In practice, among indicators using light-emitting elements, displays can be used type "running line" ("LED Moving Message signs"), for example type "RH-216CR" company "Kingpul, Co." (Taiwan).

 As a static advertising poster 6, an advertising poster made by the printing method on fabric, plastic or other weather-resistant material mounted on an appropriate medium may be used.

 The central terminal 7 and the transmitter 8 of the selective radio call network of the claimed system are well-known "paging terminal" and "paging transmitter" used in paging networks, see, for example, [12 p. 47-48], [11, p. 84-85]. As the central terminal 7 and the transmitter 8, for example, the respective terminals and transmitters of Motorola, Inc. can be used. (USA), in particular a “paging terminal” of the “Motorola M-15” type [12, p. 47], [11, p. 85] and a "paging transmitter" of the type "Motorola GM 300" in the range 146-174 MHz [11, p. 84].

 Server 9 of the claimed system is a known one, see, for example, [11, p. 85, fig. 2], [18], a technical tool designed to carry out information exchange in local networks of personal computers, for example, an IBM / 486 server with corresponding network software.

 The central station 10 of the inventive system contains standard hardware used usually at operator points (operator terminals) of selective radio call networks [11, p. 84-85, fig. 12]. The composition of these tools includes at least a personal computer of a dispatcher (not shown), for example, an IBM PC AT 486 type connected to server 9 via a communication line, for example, a telephone, through a corresponding modem (not shown). The communication of the dispatcher of the central station 10 with the dispatcher of item 11 is carried out through a communication channel, implemented, for example, in the form of a telephone (radiotelephone) communication channel. Other channels convenient for communication between the operators of station 10 and paragraph 11 may be used, for example, communication channels implemented as "e-mail".

 The inventive system for the distribution of visual advertising works as follows.

 The placard 1 is placed in the installation zone 5 of the static advertising poster 6 with the possibility of simultaneous viewing of the panel 2 and poster 6. In the particular case, the placard 1 can be mounted on the same medium as poster 6.

 Places characterized by the constant presence of people and the renewability of their composition, for example, sections of busy streets, public transport stops, outdoor metro halls, places near shopping, cultural or other public centers that are actively visited by the population, are selected as the areas for installing static advertising poster 6. In the particular case, for the purpose of installing the advertising poster 6 and the scoreboard 1, the panels of the electrified stop station can be used as a carrier. In this case, the power supply of the panel 1 can be used power pavilion.

 Poster 6 and scoreboard 1 are protected from abduction, as well as from manifestations of vandalism by special constructive measures (are not considered in the framework of this application).

 A static advertising poster 6 and a placard 1 are placed in the coverage area of the transmitter 8 of the used selective radio call network (city or regional paging network), for which the claimed system is a corporate user.

 Visual advertising distributed by the means of the claimed system is formed of two interconnected parts. One of these parts, reproduced by poster 6, is a pictorial advertisement. The other, placard 1 reproduced on panel 2, is a remotely changeable text message, supplementing the pictorial advertisement on poster 6. Moreover, poster 6 carries a static (permanent) part of the advertising information reporting on goods, services and / or calling for certain actions. The information on the advertising poster 6 is represented by visual means, for example, in the form of paintings, photographs, collages. The image on the advertising poster 6 may be supplemented with text. To draw attention to the static advertising poster 6, it is performed bright, colorful, with an original plot. However, in itself, even bright, colorful, with an original plot, but a static advertising poster, due to the addictive effect, quickly loses its novelty and attractive effect for the population.

 To ensure constant and sustained attention to advertising distributed by the claimed system, advertising of a static advertising poster 6 is supplemented by messages reproduced on the display panel 2, remotely changed in accordance with the control messages generated by paragraph 11 depending on the installation location of poster 6, current time, state environment, emotional state of the population.

 As examples of remotely variable messages played on the display panel 2 of the panel 1, the following conditional examples can be presented.

 Example 1. Poster 6 is installed in the area of mass development, in a busy place, for example, near the metro station. Poster 6 advertises Z coffee. The current situation is the morning after watching the popular television series with heroes A and B. On panel 2 of panel 1, the message is displayed: “Look at the poster, isn’t this coffee your favorite character treats - Senorita Añora B?”.

 Example 2. The same poster, mid day, shopping time. Panel 2 message: “Coffee Z also adorns lunch in Santa Barbara!”

 Example 3. The same poster, a hot day. The message on panel 2 is: "Coffee Z? In the heat? And what if with ice?".

 Example 4. The same poster, the end of the day, the time of mass return from work. Message on panel 2: "Have a nice evening! Let a cup of coffee Z warm and cheer you up!".

 Example 5. The same poster, the time after the match was won by the popular sports team W. Message on panel 2: “Coffee Z is the energy and good mood of the guys from W!”.

 Example 6. The same poster, the time of the festival. Panel 2 message: "ZZ - the coffee maker Z - the official sponsor of the festival!"

 Example 7. The same poster, place of installation - near a specialized store, evening, time for mass shopping. The message on panel 2: “Take a look at the poster, want to try it? All sorts of Z coffee are in the store opposite!”

 Presented conditional examples illustrate the system’s ability to give advertisements the required elements of novelty and surprise to ensure attractive impact and impact effectiveness. At the same time, to maintain a long interest in advertising, the texts of messages reproduced on panel 2 of panel 1 can be based not only on the development of the plot of poster 6, but also on the contrast with it, on irony or denial, for example: “All coffee and coffee, and when is milk? The best milk is milk from G! ".

 Aphorisms, quotes, proverbs, sayings, riddles, funny expressions and "slogans" can also be used for the same purposes.

 Remote change of messages played on the panel 2 of the panel 1 is carried out under the action of control messages generated by paragraph 11 of the formation of advertising. In the simplest case, the control messages are texts of 2 messages played on the display panel with the subscriber number of the receiver 3 of the board 1.

 Control messages are generated by the dispatcher of clause 11 - an expert in the field of advertising - taking into account the data known to him about the place of installation of poster 6 and scoreboard 1, data on the current time and time of day, data on the state of the environment (air temperature, atmosphere, precipitation), data on the emotional state of the population, caused, for example, by citywide events (holidays, festivals, sporting events), events around famous people, views of popular television programs, etc.

 The generated control messages on a communication channel, for example, on a telephone channel, are transmitted to the dispatcher of the central station 10.

 The manager of the central station 10, after checking the authority of the manager of item 11, types on the keyboard of his personal computer messages containing the address part reflecting the subscriber number of the receiver 3 and the content part reflecting the text of the message displayed on panel 2 of the message board 1. Messages generated in this way via a communication channel, for example, via a telephone communication channel, are sent to a server 9 through a corresponding modem.

 Server 9 provides the input of these messages to the central terminal 7 of the selective radio call network from the central station 10 remote from it. In the central terminal 7, each of the received messages is encoded accordingly, and then transmitted to the air using the transmitter 8 of the selective radio call network. The operation of the server 9, the central terminal 7 and the transmitter 8 for converting and broadcasting the specified control messages for the purposes of the claimed system is no different from the work carried out in relation to ordinary messages transmitted by the selective radio call network to the pagers of subscribers, see for example [11], [12, p. 46-48].

 Radio signals transmitted in air that carry control messages in encoded form are received by the selective radio call receiver 3 provided that the number presented in the address part of the control message matches the subscriber number of the receiver 3. In this case, the received message signals are demodulated, their analog-to-digital conversion and subsequent storage in the RAM of the receiver 3. Control messages received and converted in this way are read by the microcomputer 4.

 Microcomputer 4 further converts messages read from the RAM of receiver 3 into messages reproduced on the display panel 2 of the display 1. In this case, the source code (format) of the received messages is converted to a format that allows the message texts to be displayed on the indicator panel 2, as well as store them in the RAM of the microcomputer 4.

 Messages stored in the main memory of the microcomputer 4 are reproduced on the display panel 2 of the board 1, for example, in accordance with the program of operation of the panel 2 stored in the permanent memory of the microcomputer 4.

 Thus, in the inventive system, it is possible to generate visual advertising with remotely variable constituent elements - text messages, which allow individualizing the generated advertising as a whole in accordance with the place, time and emotional state of the population. This allows you to quickly introduce elements of novelty and surprise into the generated advertisement, which ensure the maintenance of a steady interest in it. Thereby, the task is solved to ensure the possibility of forming a qualitatively new visual advertising, characterized by a stable attractive effect, ensuring the preservation of interest in advertising and the effectiveness of its impact.

 The capabilities of the claimed system for the distribution of visual advertising are not limited to the presented conditional examples of messages, as well as the example of the simplest implementation of the system presented in the drawing. The inventive system does not impose restrictions on the number of posters 6 and scoreboard 1, nor on the place of installation, nor on the content of the advertisement.

 Thus, from the above it can be seen that the claimed system of distribution of visual advertising is industrially applicable, solves the task of generating and distributing advertising, characterized by a stable attractive effect, ensuring the preservation of interest in advertising and the effectiveness of its impact, and can find application in an urban environment with a developed infrastructure when solving various problems related to the distribution of advertising or other information.

Sources of information
1. Japanese application N 4-55513, cl. G 09 F 9/00, publ. 09/03/92, N 6 - 1388, "Tokke Kokho".

 2. US patent N 5134716, CL. G 09 F 27/00, H 04 B 7/24, publ. 07/28/92.

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 4. Application PCT N 93/21621, G 09 F 11/18, publ. 10/28/93.

 5. Application of Germany, N 4140477, G 09 F 15/00, G 09 F 11/29, publ. 06/17/93.

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Claims (1)

 A visual advertising distribution system comprising at least one remotely controlled display panel equipped with an indicator panel for reproducing messages composed of letters, numbers and symbols, a selective radio call receiver and means for converting control message signals received by the selective radio call receiver into messages reproduced on the indicator panel , a central terminal of a selective radio call network, associated with it at least one transmitter of a selective radio call network a, a central station for receiving control messages, as well as means for entering these messages into a central terminal of a selective radio call network, characterized in that the central station is connected to a dispatch terminal generating control messages for remotely changing messages played on a display panel of a remotely controlled display panel, the remote control panel display panel is located in the installation area of a static advertising poster with the possibility of their simultaneous viewing, when In this case, a static advertising poster carries part of the advertising information reporting on goods, services and / or calling for certain actions, while remotely changing messages displayed on the display panel carry a portion of advertising information that individualizes the information of the static advertising poster, depending on where it was installed, and / or the current time, and / or the state of the environment, and / or the emotional state of the population in accordance with the control messages generated by the dispatch terminal.