WO2000042565A9 - A promotion system and method including identifying user information - Google Patents
A promotion system and method including identifying user informationInfo
- Publication number
- WO2000042565A9 WO2000042565A9 PCT/US2000/000996 US0000996W WO0042565A9 WO 2000042565 A9 WO2000042565 A9 WO 2000042565A9 US 0000996 W US0000996 W US 0000996W WO 0042565 A9 WO0042565 A9 WO 0042565A9
- Authority
- WO
- WIPO (PCT)
- Prior art keywords
- information
- article
- location
- computer processor
- recited
- Prior art date
Links
Classifications
-
- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
Definitions
- the present invention relates to a promotion system wherein articles of information, including photographs, text, graphics, and the like, are conveyed to a potential consumer via a distributable medium, and further, wherein the potential consumer is able to easily and effectively access additional informative materials associated with a particular article of information.
- the present invention which may incorporate a relatively uniform and distinctive trademark for allowing potential consumers to readily identify those articles of information for which additional informative materials can be easily accessed, provides a large source of usable information in the preferred embodiments for gauging the effectiveness of the particular distributable medium and/or particular article of information in terms of ability to reach potential consumers, as well as identifying at least certain characteristics of the potential consumers who are reached.
- the present invention thereby enhances both the appeal and effectiveness of the article of information by expanding its traditional capabilities, revitalizing the distributable medium on which it is contained, and increasing the potential impact and exposure to be achieved by a particular article of information, without significantly elevating advertising and promotion cost.
- various articles of information which are distributed as part of a promotion can be made available to mass exposure utilizing any of a variety of distributable mediums, such as various types of printed publications as well as a variety of give-away items, samples, product packaging, etc.
- distributable mediums such as various types of printed publications as well as a variety of give-away items, samples, product packaging, etc.
- size and location are some of the primary criteria to be considered m the promotion of goods or services, especially m regard to the placement of promotional materials on printed mediums, such as magazines, newspapers, and other publications.
- size and location are directly related to the overall cost of the particular promotion and the exposure which can be expected for the particular advertisement or other article of information that is the focus of the promotion.
- taking up extra space is directly reflected in the overall cost associated with the promotion.
- the frequency with which a particular article of information is placed within a distributable medium is directly reflected in the overall cost associated with the promotion.
- certain locations on a distributable medium are much more likely to be viewed by a potential consumer than are others, and these locations typically carry an expensive price tag or have size restrictions associated therewith.
- an article of information such as an advertisement is most likely to be viewed by a potential consumer if it appears on either the front or back cover.
- there is only one front cover and only one back cover and promoters are forced to compete for this and other valuable "real estate" within the magazine, telephone book, newspaper, etc.
- promoters who are faced with the need to obtain "the most bang for their buck" are often turning away from the traditional promotional mediums, such as printed publications, when faced with limited resources, because they are thought to be declining in terms of readership by consumers, and to be somewhat unreliable in terms of accurately indicating which advertisements and/or other articles of information interest potential consumers.
- a promotion system and method which can revitalize the effectiveness and popularity of printed mediums would be highly beneficial to both publishers and promoters. It would also be highly beneficial if a promotion system and method were developed which could provide a more accurate indication of the effectiveness of particular advertisements or other articles of information, as well as the distributable printed medium which conveys the advertisement or article of information.
- any such system and method should take advantage of the lingering preference of traditional consumers for more conventional forms of distributable mediums, such as newspapers and magazines, utilizing the inherent acceptability of traditional advertising and promotion through those distributable mediums, but also taking advantage of the vast potential associated with computers, the
- Each web site and/or web page within a particular web site has its own individual address, also referred to as a Universal Resource Locator or URL, which effectively directs the potential consumer directly to a particular web site or portion thereof.
- any such system and method would preferably include a recognizable trademark or other indicia that is relatively uniform in its outward appearance for allowing potential consumers to readily identify those articles of information for which additional informative materials can be easily accessed, and further, would preferably be implemented in such a manner that does not detract from the appearance and principal effectiveness of the article of information as it was originally intended for the distributable medium.
- any such system and method should also be capable of providing a large source of usable information for gauging the effectiveness of a particular article of information and/or particular distributable medium in terms of ability to reach potential consumers, as well as of identifying at least certain characteristics of those potential consumers who find a particular article of information appealing enough to request additional materials relating thereto.
- the present invention is designed to address these and other needs which remain in the art and relates to a promotion system which substantially enhances the effectiveness of an article of information such as an advertisement, photograph, image, text or other promotional device, and further, which provides feedback for gauging the effectiveness and appeal of at least a particular article of information to potential consumers.
- a promotion system which substantially enhances the effectiveness of an article of information such as an advertisement, photograph, image, text or other promotional device, and further, which provides feedback for gauging the effectiveness and appeal of at least a particular article of information to potential consumers.
- the system of the present invention includes a distributable medium which is capable of being disseminated and received by at least one, but preferably a large number of potential consumers.
- the distributable medium is preferably of the type which can be readily viewed by the potential consumer, such as, but not limited to, magazines, newspapers, brochures, instruction sheets, and a variety of other tangible promotional items.
- the distributable medium includes at least one article of information therein or thereon for presentation to the consumer.
- the article of information which may include advertisements, logos or other trademarks, photographs, oral or written information, illustrations, etc., is disposed so as to be conveniently accessed and preferably viewed in a conventional manner by the potential consumer.
- the distributable medium also, however, includes at least one location designator that is associated with the at least one article of information, although preferably, each article of information contains a specific location designator associated therewith, such as, but not limited to, an easily recognized encoded symbol that may appear to have a consistent or relatively uniform outward appearance, and which thereby acts as a distinctive trademark for allowing potential consumers to readily identify those articles of information for which additional informative materials can be easily accessed.
- the promotion system of the present invention further includes an information storage assembly.
- the information storage assembly is structured to contain at least some additional materials associated with the at least one article of information contained on the distributable medium.
- each article of information which has a location designator associated therewith corresponds to certain additional material, such as but not limited to, more detailed information disposed on the information storage assembly.
- that additional material is maintained at a location on or within the information storage assembly which corresponds to the location designator.
- the present system further includes a link generator.
- the link generator is responsive to the location designator and is structured in one preferred embodiment to initiate communication with the information storage assembly.
- the link generator identifies the specific location on or within the information storage assembly that has been designated by the location designator, even in an embodiment wherein all location designators have a recognizable and relatively uniform outward appearance to the potential consumer.
- the link generator further functions to initiate the conveyance of the additional materials corresponding the article of information associated with the location designator, to the potential consumer.
- the link generator further functions to initiate the conveyance of usable information, such as information about one or more particular potential consumers, information about the particular article of information which led to the request for additional information, and/or the distributable medium on which the article of information is disposed, which led to the request.
- usable information such as information about one or more particular potential consumers, information about the particular article of information which led to the request for additional information, and/or the distributable medium on which the article of information is disposed, which led to the request.
- the present invention further relates to a method of enhancing the information which can be provided in connection with a particular article of information.
- articles of information that are generally provided on distributable medium have been limited to what can physically be contained by the distributable medium, and further, their effectiveness or appeal to potential consumers have been discernable primarily only by consumer surveys, which many consumers loathe, and/or by general information provided by the operators of various distributable mediums as to their distribution and/or sales demographics.
- the method of the present invention functions to enhance the articles of information, despite the physical space limitations associated with a particular distributable medium, by providing additional information and materials which can be readily and effectively accessed and utilized by potential consumers, and further, by advertisers, publishers, and other types of promoters or third parties .
- An embodiment of the method of the present invention includes an initial step of placing at least one article of information on a distributable medium. Next, or preferably simultaneously, at least one location designator associated with that article of information is disposed on the distributable medium.
- the location designator has a recognizable and outwardly uniform appearance, but is encoded to or otherwise structured to specifically correspond to a location on a remote information storage medium, such as but not limited to, a particular web site or page(s) within a web site on the Internet wherein additional information associated with that article of information is located.
- a remote information storage medium such as but not limited to, a particular web site or page(s) within a web site on the Internet wherein additional information associated with that article of information is located.
- the location designator is preferably also encoded or otherwise structured to identify features of the particular article of information as well as the distributable medium with which it is associated, its placement within the distributable medium, etc. in order to provide usable information and feedback to advertisers, publishers and other promoters, as described in greater detail herein.
- the distributable medium is then distributed to users, such as potential consumers. Once received by a potential consumer, the article of information is capable of being accessed, such as by being read or viewed. The consumer may then desire to access more detailed information or other additional information or materials relating to a selected article of information, whereupon, a link generator is placed at least temporarily in operative proximity to the location generator associated with the article of information selected.
- the location generator is detected and in one preferred embodiment, the specific location corresponding the location designator on the remote information storage medium is accessed. Once that location is accessed, the additional materials associated with the article of information are provided to the consumer so as to enhance the effectiveness and/or informative ability of the article of information selected, and in another preferred embodiment, usable information regarding the potential consumer, as well as the article of information and/or the distributable medium, can be conveyed to an operator of the remote information storage medium and/or another designated party.
- the location designator when placed on the distributable medium, it is preferably printed m substantially close proximity, and preferably, directly on or as part of the article of information, such that placing the link generator at least temporarily m operative proximity to the article of information also results in the step of placing the link generator m operative proximity to the location generator.
- a potential consumer may merely be required to identify an article of information about which he or she desires or requires additional materials, and to place a link generator m proximity thereto, so as to achieve facilitated access to the additional materials.
- the location designator may be defined by an easily recognized symbol and/or trademark, which because it may appear to have a consistent or relatively uniform outward appearance for the identification of those articles of information for which additional materials can be accessed, can be termed a "uniform identifier", but which, m fact carries distinct and variable encoded information recognizable by the link generator and corresponding to a specific article of information and location on the remote information storage medium.
- a distributable medium such as but not limited to a magazine, newspaper or book
- Another important object of the present invention is to provide a promotion system and method which has the ability to provide advertisers and other promoters, as well as publishers and/or distributors of distributable mediums, a substantial amount of usable information regarding their consumers, the effectiveness of a particular distributable medium for conveying certain articles of information, and/or the effectiveness of a particular article of information and/or format thereof.
- Yet another object of the present information is to provide a promotion system and method which increases the effectiveness of printed distributable mediums, such as magazines, newspapers, etc., and accordingly, which attracts both advertisers and consumers, by maximizing the effective use of even a small space in the distributable medium through the ability to convey a vast amount of additional materials to potential consumers, even from only a small space in the printed distributable medium.
- Still another object of the present invention is to provide a promotion system and method which not only enhances the effectiveness of advertisements and other articles of information, but which also can effectuate a resurgence in the use and popularity of printed distributable mediums by both consumers and advertisers .
- a further object of the present invention is to provide a promotion system and method which will not detract or otherwise affect the overall impact and appearance of a conventional, printed article of information, but which also has enhanced capabilities to provide additional materials, if desired.
- An added object of the present invention is to provide a promotion system and method which may be readily identified by potential consumers as a vehicle by which to access additional information and materials associated with one or more articles of information carried on or within a distributable medium. Also an object of the present invention is to provide a promotion system and method which can maximize the effectiveness of low cost, small advertisements in printed distributable medium, thereby making mass advertising and promotion more affordable.
- Yet another object of the present invention is to provide a promotion system which will provide publishers of printed distributable medium, such as but not limited to a magazine or a newspaper, who want to feature information on a particular topic within the distributable medium, to more readily entice advertisers and other promoters to purchase space within the distributable medium, by allowing the publishers and/or advertisers to present an article of information and location designator within or near the space occupying the featured information, and thereby, to also sell the space corresponding the featured information regardless of whether that includes photos, sketches, written text or the like.
- Figure 1 is a perspective schematic illustration of the promotion system of the present invention including alternate types of distributable medium.
- Figure 2 is a detailed view of a link generator in one preferred embodiment .
- Figure 3-A is an isolated view of one preferred article of information and location designator according to the promotion system of the present invention.
- Figure 3-B is an isolated view of another preferred article of information and location designator of the promotion system of the present invention.
- Figure 4-A is intended to illustrate any type of article of information, as indicated by the box, including a preferred location designator in an alternative size.
- Figure 4-B illustrates a possible strategic placement of the location designator seen in Figure 4-B within an article of information in the form of an illustration or photograph.
- the present invention is directed towards a promotion system, generally indicated as 10, as well as method.
- the promotion system 10 is structured to significantly enhance the effectiveness of advertisements and other materials within or on a distributable medium, including photographs, sketches and text, as well as other promotional items. More m particular, the promotion system 10 gives potential consumers the ability to access an almost unlimited body of additional materials from the admittedly limited space within the distributable medium or on another promotional item.
- the present invention also provides a large source of usable information for gauging the effectiveness of the particular distributable med ⁇ um(s) and/or particular article of information m terms of ability to generate interest among potential consumers, as well as identifying at least certain characteristics of the potential consumers being reached thereby.
- the promotion system 10 of the present invention includes a distributable medium 20 which is to be received by or observed by at least one potential consumer.
- the distributable medium 20 includes, in the illustrated embodiment, a printed distributable medium such as a magazine, newspaper, flyer, brochure, owner's manual or instruction manual or other printed publication.
- the distributable medium may include a variety of other items, such as promotional items like a frisbee 20' or a key chain, refrigerator magnet, etc.
- the distributable medium might also include, however, actual products being sold, or the labels on such products, a video medium, such as a video cassette tape, a digital video disc and the like, or on an audio medium, such as a cassette tape, a compact disk and the like, and/or any other medium which can be effectively distributed to a potential consumer and which can include at least one article of information.
- a video medium such as a video cassette tape, a digital video disc and the like
- an audio medium such as a cassette tape, a compact disk and the like, and/or any other medium which can be effectively distributed to a potential consumer and which can include at least one article of information.
- the distributable medium 20 of the present invention includes at least one article of information contained therein or thereon, as indicated by reference numerals 30, 30', 30" and 30''' m the Figures.
- the nature of the article of information will generally correspond the type of distributable medium, but will preferably be presented m the specific format and manner dictated by the promoters, advertisers, publishers, etc. putting together the distributable medium 20.
- the article of information 30, 30', 30" or 30' ' ' will typically comprise a specific advertisement, or a portion thereof, see Figure 1, and would be commonly found within the preferred, printed distributable medium 20.
- a product logo 30 or product illustration 30' within an advertisement can each define a separate article of information and yet both would fall within the spirit and scope of the present promotion system 10 and method.
- a photograph 30" or written text 30' ' ' can also constitute the article of information.
- the article of information can comprise any one of these items within an advertisement or a news-type or other informational article in the case where the distributable medium 20 is print media, but preferably, the article of information 30 will correspond to an item which draws the interest of a reader or potential consumer and which is likely to entice him or her to want additional information, not found within the confines of the distributable medium 20.
- any printed item including video and/or audio items, may define the article of information, dependent solely upon the nature of the distributable medium and the design concepts of the promoter.
- a plurality of the articles of information be included thereon m a conventional fashion and layout, each or a number of the articles of information being integrated with the system of the present invention, as will be described subsequently herein.
- the distributable medium of the present promotion system 10 also preferably includes at least one location designator, which is indicated generally in Figures 1, 3-A and 3-B by the reference numerals 40.
- the location designator 40 is structured and disposed to be associated with an article of information of the present system 10.
- a plurality of location designators will preferably be provided, each being associated with one or more of the articles of information of the present system.
- the location designators 40 are preferably structured to define and/or contain certain details, as will be described subsequently, that correspond to the article (s) of information with which they are associated.
- the location designator 40 can include any of a variety of configurations presently known or to be developed which can serve as coded identifying information, including optical marks, glyphs, a data matrix, a holographic image carrying coded information, a pixel encoded image or another format relying upon magnetic encoding, video or audio encoding, electronic encoding, etc.
- the location designator 40 comprises a bar code.
- the bar code is one of the preferred embodiments for its ability to provide a large number of variations of coded information m a readily identifiable and relatively compact space.
- the bar code 40' may merely be printed directly on the distributable medium 20, whether an object or printed material, but in one embodiment, the bar code 40' is preferably printed adjacent or at least in the general vicinity of an article (s) of information, such as 30', so as to provide ready and convenient access thereto and so as to clearly indicate its association with the article of information 30'.
- the bar code 40 or other location designator is formed within or as part of the article of information 30. That is, the bar code 40 will most preferably, not be observable within the article (s) of information, because it is desirable, particularly m the case of advertisements, to make a clean, uncluttered and relatively simple presentation so as to attract a viewer's interest.
- the bar code 40 which is depicted m phantom lines for purposes of illustration, is preferably printed on the printed distributable medium 20 as part of the article (s) of information 30, thereby clearly associating or relating a given location designator with a corresponding article of information.
- the location designator 40 is printed integrally with the article of information 30, 30', 30" or 30''' either simultaneously or m overlying or underlying relation thereto.
- the location designator 40 is preferably disposed as part of the article of information 30 in such a manner that it is generally indistinguishable from the article of information itself to the perception of the viewer or potential consumer, and will therefore, not detract from the overall impression meant to be conveyed by the article of information 30.
- each bar code 40 will have a specific format depending upon the information it will convey, and as shown in Figure 4-A, this format might comprise a very short or thin strip of alternating pixels or dots having contrasting colors, which are not necessarily limited to merely black and white.
- the format of the preferred bar code 40 shown in Figure 4-A might be sized to be as small as possible and yet be readable by a bar code or other scanning device, and further, the placement of this bar code 40 will preferably be strategic within the article of information 30, such that it is not likely to be easily noticed, and as illustrated in Figure 4-B, might be placed at the horizon line in an article of information comprising a sketch or photograph of a landscape.
- the alternating contrasting colors utilized within the bar code 40 will preferably be comprised of colors which correspond to that area of the particular article of information chosen for placement of the bar code, such as, by way of example only, to correspond the colors within an article of information showing a darkening horizon: dark gray, lighter gray, dark blue, lighter blue, etc.
- this type of location designator would be well suited for use within an article of information 30 found on a newspaper type of distributable medium 20, which typically utilizes a series of tiny dots, called pixels, to form images. Accordingly, in order to effectively conceal the location designator 40, whether a bar code or a pixel encoded image, such that a consumer will generally not be able to distinguish the bar code 40 from the article of information 30, the color schemes of each area within an article of information selected for use with the present invention will most preferably be analyzed and then chosen to achieve the result that the bar code 40 will be matched rather precisely, to blend in and/or merely form a part of the article of information 30.
- the color schemes may be matched by a separate process or can be effectively achieved merely by overlying the bar code image and the article of information within a printing layout computer processor prior to the actual printing process.
- the end result in one embodiment of the present invention is that a potential consumer viewing the distributed medium 20 will merely see the article (s) of information 30 thereon, but will not readily identify or distinguish the location designator 40 therefrom. Accordingly, the layouts of the articles of information 30 on the distributable medium 20 can follow conventional, desirable guidelines, while still providing for a location designator 40.
- the location designator 40 may also comprise a uniform identifier 42 disposed on or m the vicinity of the article of information 30.
- the uniform identifier 42 preferably comprises a symbol or image that carries encoded information recognizable by a link generator 45 and which corresponds to a specific article of information 30 and location on an information storage assembly 50, both described m greater detail subsequently herein.
- the uniform identifier 42 may be m the format of a specific trademark for the goods or services appearing m an advertisement and may thereby differ in outward appearance from one article of information 30 to another, m a more preferred embodiment, the uniform identifier 42 will appear to have a consistent or relatively uniform outward appearance for allowing potential consumers to readily identify the presence and existence of the uniform identifier 42 or location designator 40 and its association with articles of information for which additional materials can be accessed.
- the uniform identifier 42 may include a specific logo or trademark of a particular distributable medium itself, such that all articles of information 30 contained therein, and for which additional information is available, will have preferably the same, uniform looking identifier 42 associated therewith and ideally, at a uniform location relative to each article of information 30.
- a particular, single encoded symbol or uniform identifier 42 can be utilized for many different distributable mediums, and can be positioned m generally the same location relative to each article of information 30.
- the uniform identifier 42 may comprise a data matrix having a relatively small dimension of generally about one-half inch by one-half inch and being consistently disposed within an article of information at a lower region or end portion thereof, and further, which offers a generally uniform exterior appearance while at the same time carrying different encoded information that varies from one article of information to another.
- a uniform identifier 42 having this more preferred embodiment, whenever a potential consumer receives or observes a distributable medium 20 and is viewing a particular article of information 30, he, she or they will become accustomed to where to look and what to look for m terms of finding a location designator 40, in order to know whether additional information and materials can be accessed for particular articles of information 30, as will be described.
- the uniform identifier 42 has been described m the format of a data matrix as an example only, m that the uniform identifier 42 could comprise instead any one of the other formats or encoding methods described previously herein and yet achieve the more preferred goals for the location designator 40.
- the promotion system 10 of the present invention also preferably includes an information storage assembly 50, such as but not limited to a computer processor 51, as shown m Figure 1.
- the information storage assembly 50 is structured to contain, and to convey to the potential consumer, at least some additional materials associated with a particular article of information 30 on the distributable medium 20.
- the additional materials can include more detailed product descriptions, pricing, safety or consumer choice ratings, ordering information, availability, contact information, warranty information, comparison information vis-a-vis related products, manufacturer information, and the like, which relates to an article of information 30 found on the distributable medium 20.
- the additional materials can provide details regarding that product, as well as other related information, such as a listing of related products or related pieces of information.
- the information storage assembly 50 which may be defined by a computer processor 51, is preferably disposed at a remote location, meaning at a location, which m general, is not physically close to the potential consumer viewing the distributable medium 20.
- the computer processor 51 can include a network database processor, stand alone computer processor, main frame processor associated with an integrated computer network, or other processor or device, capable of being accessed and storing a large quantity of materials.
- the information storage assembly 50 may comprise a digital storage medium such as a compact disk, floppy disk, digital video disk, etc. that would not necessarily have to be disposed at a remote location.
- a local computer processor 55 communicatively associated with the information storage assembly 50, in the preferred embodiment, is a local computer processor 55, disposed at a location which is m general, physically near to the potential consumer viewing the distributable medium 20.
- the local computer processor 55 which may comprise a personal computer having a high speed micro-processing chip, a video display terminal and a key board, or even a television equipped to access the information storage assembly 50, is preferably, but not necessarily, separate and distinct from the information storage assembly 50, and further, is communicatively linked to the information storage assembly 50, through a network or other online connection 52, which might include various forms of data transmission, such as telephone lines, fiber optic cables, DAT, satellite or other wireless networks, all of which are either currently known m the art or utilized for an internal network or for remote access to a data base or main frame via the Internet .
- the promotion system 10 further includes a link generator 45.
- the link generator 45 which may be integrally formed with the local computer processor 55, is a preferably a separate device structured to detect and identify the coded information carried by the location designator 40, and further, to initiate access to and/or communication with the information storage assembly 50.
- the link generator 45 is operatively coupled to the local computer processor 55 and is configured to be responsive to the location designator 40 on the distributable medium 20.
- the link generator 45 includes a bar code scanner 48 or other optical scanning device which is structured to detect and read the bar code 40 or 40' .
- This bar code scanner 48 can be an independent structure, such as but not limited to a scanner device in the shape of a pen, a wand or other shape, which is connected either by hard type of cable connection or remotely by wireless connection, to the local computer processor 55. It is pointed out, again, that the specific nature of the link generator 45 will generally depend upon the nature of the location designator 40 or 42 utilized, and as such, can include any of a variety of optical or other scanning devices presently known or to be developed, which can serve to scan or detect the coded identifying information carried by the location designator, whether an optical mark, a glyph, data matrix, holographic image, magnetic encoded device, pixel encoded device, video or audio encoded device, electronic encoded device, etc.
- the scanner device is preferably integrated into what is referred to m the art as a "mouse, " which is a conventional structure typically connected by way of a cable connection to the local computer processor 55, and which has a roller ball 46, such that preferably, the scanner 48 would be spaced proximate to the roller ball 46.
- the link generator 45 is passed m operative proximity to the location designator 40, and m the embodiments wherein the location designator is a bar code 40 and the link generator is a bar code scanner 48, the "mouse” or other computer pointer control structure carrying the bar code scanner 48 is passed directly over the location designator 40, such that the location designator 40 can be readily detected and identified by the link generator 45.
- the consumer is not required to identify the location designator, but is merely prompted to pass the link generator 45 m operative proximity to the specific article of information 30, about which they would like further materials. Since the location designator 40 is preferably formed with the article of information 30, the link generator 45 actually detects the location designator 40 as it is placed m operative proximity to the corresponding article of information 30, however, as the consumer does not generally perceive the location designator 40, the distributable medium 20 can maintain a substantially conventional configuration and appearance for normal perception by the potential consumer.
- link generator 45 has been recited in the foregoing example as a bar code scanner, the spirit and scope of the present invention should be deemed to encompass other "reader" type devices as the link generator 45 corresponding to the type of encoding utilized by the location designator 40, such as a magnetic reader, optical image reader/scanner, pixel de-coder, etc .
- the location designator 40 of the present invention is not readily identified m one of the preferred embodiments, a potential consumer or other viewer will have difficulty in knowing when and/or where to pass the link generator 45 m operative proximity to an article of information.
- the present invention contemplates the use of a readily recognizable symbol, logo or other trademark which m the case of a distributable medium of a magazine or newspaper, will preferably be disposed both on a front cover thereof, and on the pages within that medium which have an article of information 30 having a location designator 40 embedded therein.
- this feature might still cause the consumer or reader to pass the link generator 45 over articles of information which do not have a location designator therein, it is believed that some, if not many consumers will consider this a challenge and will attempt to locate or discover the location of the one or more location designators.
- This feature could, in fact, be viewed by advertisers or publishers as a benefit in that the potential consumer is likely to dwell on or at least, remain exposed to the particular advertisement and/or distributable medium wherein the article of information appears, for a longer period of time than he or she should normally would have.
- one or more additional cues might be included as part of the present invention, such as by underlining key words within text as an example, to indicate to a consumer or reader that there is a location designator therein or thereon.
- the location designator 40 may comprise a particular, single encoded symbol or uniform identifier 42, which can be utilized for many different distributable mediums, and further, which can be positioned in generally the same location relative to each article of information 30 so that potential consumer (s) become accustomed to where to look and what to look for in terms of finding a location designator 40.
- the link generator 45 Upon detecting and identifying a specific location designator 40 or 42 on a distributable medium, as directed by a potential consumer, the link generator 45 is also preferably structured to initiate communication with the information storage assembly 50.
- the link generator 45 communicates with the local computer processor 55, and through the utilization of conventional software or hardware programming either within the link generator 45 or the local computer processor 55, the location designator 40 is preferably translated into a corresponding address, location or designation on the remote information storage assembly 50.
- the link generator 45 will preferably read the preferred location designator 40 comprising a bar code 40, and will translate the coded information thereon into a specific URL or Internet address corresponding a particular web site, or pages within a web site, or into another address on a remote database. It is at that specific remote web site or other remote location where the additional materials associated with the selected article of information 30 are stored, which additional materials might possibly also include links to even further additional materials.
- the link generator 45 in addition to initiating communication with the information storage assembly 50, also initiates the conveyance of the additional materials corresponding the article of information selected, to the potential consumer, such as on a video monitor 56 of the local computer processor 55.
- conveyance of the additional materials can include the mailing or subsequent transmission of additional materials, including an actual product or sample, a request for personal communication, such as with a representative from a company of interest or regarding a particular article of information, and/or other conveyances of information and materials.
- the present invention is additionally structured to provide a large source of usable information for gauging the effectiveness of the particular distributable medium and/or particular article of information in terms of ability to reach and interest potential consumers.
- the location designator 40 or 42 is preferably structured to be capable of identifying the particular article of information 30 and/or the particular distributable medium 20 in or on which the article of information 30 appears, that interested a potential consumer enough to cause him or her to request that additional information and materials be conveyed to him or her.
- an advertising agency or other promoter may place a particular article of information 30, such as a single advertisement, on or within various different distributable mediums, and would like to know which of those various distributable mediums is most effective in terms of reaching potential consumers, and importantly, a targeted audience of potential consumers.
- the present invention contemplates the use of a location designator 40 or 42 which preferably carries not only encoded information corresponding to an address on the information storage assembly 50 from which additional information is to be retrieved, but also identifying information corresponding to the distributable medium 20 in which a particular article of information 30 appears, such as but not limited to, the name of the distributable medium, the date thereof, as well as possibly the page number or other location within the distributable medium on which the particular article of information appears.
- an advertising agency or other promoter may create a number of different articles of information 30, all of which relate to a single product or topic, and may place these various articles of information in a single distributable medium or even in different distributable mediums, and in either case, would like to know which of those various articles of information are most effective in terms of interesting potential consumers and/or a targeted audience of them.
- the location designator 40 or 42 will preferably also carry encoded information corresponding to and separately identifying each of the various articles of information, in order to provide feedback on the effectiveness of one design format, color selection, etc. versus another.
- the location designator 40 or 42 associated with an article of information 30 can be structured to carry encoded information corresponding to a location or address on an information storage assembly 50 where additional information and materials associated with a particular article of information 30 are located, as well as additional encoded information identifying each article of information 30, each type of article of information, and/or each distributable medium in which a particular article of information appears.
- the information storage assembly 50 could contain a number of separate web pages or other locations with several of them having substantially the same additional information and materials disposed thereon, with the location designator 40 or 42 associated with a particular article of information being structured to merely point a potential consumer wishing to access the additional information materials associated therewith to a particular location or address.
- the location designator 40 or 42 is structured to provide this and other usable information for gauging the effectiveness of particular articles of information as well as particular distributable mediums to an appropriate party, such as but not limited to, the operator of the information storage assembly 50, and m particular, of the web site or other location where the additional information and materials are disposed, or another appropriate party who may be monitoring the potential consumer (s) requests for the additional information and materials.
- the present invention contemplates another embodiment wherein information is provided on at least certain characteristics of the potential consumers being reached by the various distributable mediums 20 and articles of information carried therein 30. More m particular, the system and method of the present invention contemplates that each link generator 45 will correspond to a particular user, household, business or establishment, and that each particular link generator 45 and/or the local computer processor 55 with which it is used, will have to be registered m order to become operable.
- each link generator 45 will preferably require, in order to allow a potential consumer to access additional materials associated with a particular article of information, the one time entry or other manner of providing of identifying user information, including certain personal information, which can be minimal m nature, such as the potential consumer's geographic location or zip code, age, sex, and income bracket, or it can be more extensive and identifying m nature, including the potential consumer's name, address, credit card information, level of schooling, career, etc.
- the link generator 45 is preferably also structured and/or programmed to transmit at least part of the potential consumer's personal identifying user information to the information storage assembly 50 and/or to another location as may be designated by the location designator 40 or 42.
- the link generator 45 preferably initiates the conveyance of at least part of the identifying user information to the information storage assembly 50, and preferably in association with the encoded information carried by the location designator 40, 42 relating to the specific article of information 30 and/or distributable medium 20 that led to the request for the additional information and materials from the information storage assembly 50. Accordingly, the type of potential consumers interested in a particular product and/or who receive a particular distributable medium, and/or who are most likely to seek additional materials in this fashion, are identified. Of course, these are merely some examples of the potential uses of the conveyed information relating to the potential consumer, the article of information and/or the distributable medium.
- the present invention relates to a method of enhancing information provided by an article of information 30.
- the preferred method comprises the initial steps of placing at least one of the article of information, such as 30, 30', 30" or 30' ' ' and at least one location designator, such as 40 or 42, which is associated with the article of information, on a distributable medium, such as 20. These steps can be performed either separately or simultaneously, but in one embodiment the location designator 40 is formed as part of the article of information such that it is not generally capable of being distinguished by the consumer from the article of information.
- additional material (s) associated with the article of information are placed at a specific location on an information storage assembly 50, preferably a remote information storage medium 50, which corresponds the identifying information carried by the location designator 40, such that upon the distributable medium 20 being distributed to and accessed by a potential consumer, a link generator 45 may be placed at least temporarily in operative proximity to the location generator 40 for detection thereof and to initiate access to the specific location corresponding the location designator 40 on the remote information storage medium 50. Accordingly, the additional materials associated with the article of information 30 are quickly, easily, and effectively accessed by the potential consumer.
- the method of the present invention includes the step of conveying to an operator of the remote information storage medium 50 or to another interested party, usable information relating to the article of information, the distributable medium on which it is carried and/or the potential consumer.
- the location designator 40 comprises a bar code and the link generator 45 comprises a bar code reader or scanning device
- the bar code and bar code reader may be preferred for utilization with the present invention because bar code technology is relatively well known, established and readily available.
- traditional bar code printing and reading systems which could generally be utilized include those recited m: U.S. Patent No. 3,961,574 issued to Fotland for an Electrostatic Bar Code Printer, U.S. Patent No. 3,955,497 issued to Sydnor for a Bar Code Printing Device, U.S. Patent No. 3,991,299 issued to Chadima, Jr. et al . for a Bar Code Scanner, U.S. Patent No. 5,086,215 issued to Carsner et al . for a Method and Apparatus for Discriminating or Locating Bar Codes for an
- the link generator 45 scans the location designator 40, 42 and initiates the conveyance of the additional materials by initiating a decoding process that will make all of the additional materials encoded on the location designator viewable and/or available to the user.
- a microdot type configuration could be utilized as all or part of the location designator, the additional materials being encoded thereon by being reduced to microscopic size until enlarged for further viewing or use as, or as part of, an executable program.
- promotion can be deemed to encompass the providing of additional materials for both positive or negative reasons, and whether required from the entity providing the additional materials, such as in the case of product labeling, or at the election of the entity for any reason.
- scope of the invention should be determined by the appended claims and their legal equivalents.
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Abstract
Description
Claims
Priority Applications (1)
Application Number | Priority Date | Filing Date | Title |
---|---|---|---|
AU33462/00A AU3346200A (en) | 1999-01-15 | 2000-01-14 | A promotion system and method including identifying user information |
Applications Claiming Priority (4)
Application Number | Priority Date | Filing Date | Title |
---|---|---|---|
US23174499A | 1999-01-15 | 1999-01-15 | |
US09/231,744 | 1999-01-15 | ||
US48224700A | 2000-01-13 | 2000-01-13 | |
US09/482,247 | 2000-01-13 |
Publications (3)
Publication Number | Publication Date |
---|---|
WO2000042565A2 WO2000042565A2 (en) | 2000-07-20 |
WO2000042565A3 WO2000042565A3 (en) | 2000-11-02 |
WO2000042565A9 true WO2000042565A9 (en) | 2001-10-25 |
Family
ID=26925390
Family Applications (1)
Application Number | Title | Priority Date | Filing Date |
---|---|---|---|
PCT/US2000/000996 WO2000042565A2 (en) | 1999-01-15 | 2000-01-14 | A promotion system and method including identifying user information |
Country Status (2)
Country | Link |
---|---|
AU (1) | AU3346200A (en) |
WO (1) | WO2000042565A2 (en) |
Families Citing this family (1)
Publication number | Priority date | Publication date | Assignee | Title |
---|---|---|---|---|
DE202011105289U1 (en) * | 2011-09-02 | 2012-12-05 | Norbert Deters | Print media |
Family Cites Families (3)
Publication number | Priority date | Publication date | Assignee | Title |
---|---|---|---|---|
US4889367A (en) * | 1988-10-07 | 1989-12-26 | Frito-Lay, Inc. | Multi-readable information system |
US5992752A (en) * | 1993-11-24 | 1999-11-30 | Metrologic Instruments, Inc. | Internet-based system for enabling information-related transactions over the internet using Java-enabled internet terminals provided with bar code symbol readers for reading Java-Applet encoded bar code symbols |
US5918211A (en) * | 1996-05-30 | 1999-06-29 | Retail Multimedia Corporation | Method and apparatus for promoting products and influencing consumer purchasing decisions at the point-of-purchase |
-
2000
- 2000-01-14 AU AU33462/00A patent/AU3346200A/en not_active Abandoned
- 2000-01-14 WO PCT/US2000/000996 patent/WO2000042565A2/en active Application Filing
Also Published As
Publication number | Publication date |
---|---|
WO2000042565A3 (en) | 2000-11-02 |
AU3346200A (en) | 2000-08-01 |
WO2000042565A2 (en) | 2000-07-20 |
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