WO2005122040A1 - The method and the system for monitoring the effectiveness of advertising - Google Patents
The method and the system for monitoring the effectiveness of advertising Download PDFInfo
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- WO2005122040A1 WO2005122040A1 PCT/PL2005/000035 PL2005000035W WO2005122040A1 WO 2005122040 A1 WO2005122040 A1 WO 2005122040A1 PL 2005000035 W PL2005000035 W PL 2005000035W WO 2005122040 A1 WO2005122040 A1 WO 2005122040A1
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- 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
- This invention relates to the method and the system for monitoring the effectiveness of advertising, particularly monitoring the interrelation between the purchasing behaviour of consumers and advertisements.
- the European Patent No. 0 408 348 discloses a method for monitoring the relative effectiveness of mass media advertising on the purchasing behaviour of each participant of the consumer group is known.
- mass media advertisements to which this group is exposed, are automatically monitored, it is identified, which of the monitored advertisement is associated with each consumer of the tested group, and next at the point of purchase, the items bought by the tested consumer group are recorded, the point of purchase is identified in a portable unit carried by the consumer, and it is determined which of the registered items bought by the consumers' group are associated with each consumer, and the monitored advertisements and the recorded items are associated for each individual consumer of the group.
- the known apparatus for accomplishment of the above method comprises means for automatic monitoring the advertisements in mass media, for example printed publications, radio and television, an identification system determining which of the monitored advertisements is associated with each consumer of the tested group, the system for recording at the point of purchase the items bought by the tested consumers' group, portable unit carried by the consumers to identify at the point of purchase which of the registered items bought by the tested consumers' group are associated with each consumer of this group, and a system for analysing the monitored advertisements and recorded items for each consumer of the tested group.
- the US Patents Nos 5,401,946 and 5,515,270 disclose a technique for correlating the purchasing behaviour of a consumer to advertisements is disclosed.
- Gaining and storing the information about the consumer's purchasing behaviour and on the advertisements, to which this consumer has been exposed, is accomplished by monitoring the consumer's exposure to advertisements, producing at the shop a machine-readable record wherein the purchasing information regarding the purchases made by the consumer at this shop is stored, reading out this information at the consumer's home, and recording signals gained during the monitoring of advertisements, and reading out the record.
- the known equipment described in the above US Patent descriptions comprises an advertising monitoring system for monitoring the consumer's exposure to advertisements, shop cash register used in the shop for placing the purchase information on a machine readable carrier, and a unit to be used at the consumer's home to read out the carrier, and the system to store the input signals from the advertisement monitoring system and from the reading unit.
- An objective of the invention at issue is to provide a technical solution allowing a monitoring of the effectiveness of advertising, that is to investigate the interrelation between the consumers' purchasing behaviour and advertisements within an area which is not limited to pre-determined shops or shopping centres, and at any time.
- the solution should allow to perform the research at any location, for example at homes, and to ensure sending research result data very frequently, also in the real time mode.
- the present invention in the method category there is provided a method of monitoring the effectiveness of advertising, where into the electronic memory of the home monitoring apparatus the digital data related to the audience of the radio and or television and/or use of interactive media and/or reading of printed media are entered, and next, when a product is purchased, into the electronic memory of the home monitoring apparatus the digital data related to the read bar code of the bought product are entered, from the home monitoring apparatus the digital data entered into the electronic memory are sent to the central unit, the received digital data of the bar codes of the bought products are compared with digital data from the database of the bar codes of products, and the bought product is identified, and next the bought product is associated in time with the advertisement of this product presented on the radio and/or television and/or interactive media and/or printed media, and basing on this, the interrelation between the consumers' purchasing behaviour and the advertisements is determined.
- a method of monitoring the effectiveness of advertising where into the electronic memory of the home monitoring apparatus the digital data related to the audience of the radio and/or television and/or use of interactive media and/or reading of printed media are entered, and next, when a product is purchased, its identifier from an intelligent tag placed on the bought product is read in a remote manner, into the electronic memory of the home monitoring apparatus the digital data related to the identifier of the bought product are entered, from the home monitoring apparatus the digital data entered into the electronic memory are sent to the central unit, the received digital data of the identifiers of the bought products are compared with digital data from the database of the product identifiers, and basing on this, the bought product is identified, and next the bought product is associated in time with the advertisement of this product presented on the radio and/or television and/or interactive media and/or printed media, and basing on this, the interrelation between the consumers' purchasing behaviour and the advertisements is determined.
- a method of monitoring the effectiveness of advertising where into the electronic memory of the home monitoring apparatus the digital data related to the audience of the radio and or television and/or use of interactive media are entered, and next, when a product is purchased, into the electronic memory of the home monitoring apparatus the digital data related to the bought product are entered, from the home monitoring apparatus the digital data entered into the electronic memory are sent to the central unit, and next the received digital data related to the bought products are compared with digital data of the database of the data identifying the products, and the bought product is identified, and the bought product is associated in time with the advertisement of this product presented on the radio and/or television and/or interactive media, and basing on this, the interrelation between the consumers' purchasing behaviour and the advertisements is determined.
- the data identifying the buyer are entered.
- the identification data of the person taking the decision on the purchase of the product are entered.
- the digital data related to the audience of the radio and/or television are specified for a concrete radio and/or television channel.
- the digital data related to the audience of the radio and/or television the data of the person listening to the radio or watching television are entered.
- the digital data related to the use of interactive media are specified for a concrete transmission.
- the data of the interactive media user are entered.
- the interactive media internet and interactive television are used.
- the digital data related to reading of printed media are specified for a concrete title and issue.
- the reader's data are entered.
- the digital data entered into the electronic memory are sent from the home monitoring apparatus to the central unit at a predetermined frequentness.
- the transfer of the digital data from the home monitoring apparatus to the central unit is accomplished in the real time mode.
- the tested advertisements are introduced in the place of the advertisements broadcast during normal transmission of radio and/or television and/or interactive programmes.
- the tested advertisements are stored in the electronic memory of the home monitoring apparatus and are transmitted to the radio receiver and/or television receiver and/or interactive media terminal.
- the transmission of the tested advertisements is initiated by the signal of the beginning of the advertisement block received from the radio receiver and/or television receiver and/or interactive media terminal.
- the data identifying the tested advertisement are entered.
- a system for monitoring the effectiveness of advertising which comprises a home monitoring apparatus built of an electronic memory to store the digital data related to the audience of the radio and or television and/or use of interactive media and/or reading of printed media, and digital data related to the read bar codes of the purchased product, and connected to this memory a device for monitoring radio and/or television transmission, usage of interactive media, and reading of printed media, and a product bar code reader, whereas to the output of the electronic memory a transmitter is connected, moreover the system comprises a central unit built of a receiver and the database of the advertisement transmissions and the database of bar codes of products, which are connected to the analysing system to compare the bar codes of products and the advertisements with the purchased products.
- a system for monitoring the effectiveness of advertising which comprises a home monitoring apparatus built of an electronic memory to store the digital data related to the audience of the radio and/or television and/or the use of interactive media and/or reading of printed media, and digital data related to the identifier of the purchased product read from its intelligent tag in a remote manner, and connected to this memory a device for monitoring radio and/or television transmission, usage of interactive media, and reading of printed media, and a reader for remote read-out of the identifier of the purchased product, whereas to the output of the electronic memory a transmitter is connected, moreover the system comprises a central unit built of a receiver and the database of advertisement transmissions and the database of identifiers of products, which are connected to the analysing system to compare the identifiers of the purchased products received from the home monitoring apparatus and identifiers from the database and the advertisements with the purchased products, and, basing on this, to determine and to present the interrelation between the consumers' purchasing behaviour and the advertisements
- a system for monitoring the effectiveness of advertising which comprises a home monitoring apparatus built of an electronic memory to store the digital data related to the audience of the radio and or television and/or the use of interactive media, and the digital data related to the purchased product and the tested advertisements, and connected to this memory a device for monitoring radio and/or television transmission and/or usage of interactive media, and a reader for digital data identifying the purchased goods, whereas to the output of the electronic memory a transmitter is connected, moreover the system comprises a central unit built of a receiver and the database of the tested advertisements and the base of the data identifying the products, which are connected to the analysing system to compare the digital data identifying the products and the tested advertisements with the purchased products.
- the system comprises a device to identify the product buyer connected to the electronic memory of the home monitoring apparatus.
- the system comprises a device to identify the person taking the decision on the purchase connected to the electronic memory of the home monitoring apparatus.
- a device to identify the person listening to the radio is connected to the electronic memory of the home monitoring apparatus.
- a device to identify the person watching television is connected to the television transmission monitoring device.
- a device to identify the interactive transmission user is connected to the interactive transmission user.
- a device to identify the reader is connected.
- the collection of data related to the research is performed at home, and their transfer to the central unit, that is the main computer analysing the test results, may be effected very frequently.
- Such solution allows reducing the advertisement costs and ensures better efficiency of actions.
- Fig. 1 shows the home monitoring apparatus of the system according to the first embodiment of the invention
- Fig. 2 shows the central unit of the system according to the first embodiment of the invention
- Fig. 3 shows the home monitoring apparatus of the system according to the second embodiment of the invention
- Fig. 4 shows the central unit of the system according to the second embodiment of the invention
- Fig. 5 shows the home monitoring apparatus of the system according to the third embodiment of the invention
- Fig. 6 shows the central unit of the system according to the third embodiment of the invention
- the same elements of apparatuses and units depicted on the drawings have the same designations.
- the home monitoring apparatus of the system according to the first embodiment of the invention is built of an electronic memory 1 to store the digital data related to the audience of radio and/or television and/or use of interactive media and/or reading of printed media as well as the digital data related to the read out bar code of the purchased product.
- a monitoring device 2 for monitoring the radio transmission which is connected to the radio receiver 3
- a monitoring device 4 for monitoring the television transmission which is connected to the television receiver 5
- a monitoring device 6 for monitoring the interactive transmission which is connected to the interactive media terminal 7, and a monitoring device 8 for monitoring the reading of printed media.
- a reader 9 to read the bar code of the purchased product, and an identification unit 10 to identify the product buyer, and identification unit 11 to identify the person taking the decision on the purchase are connected to each of the above devices 2, 4, 6 and 8 correspondingly: a device 12 to identify the person listening to the radio, a device 13 to identify the person watching television, a device 14 to identify the interactive media user, and a device 15 to identify the reader.
- the output from the electronic memory 1 is connected to a transmitter 16 to transmit the digital data entered into this memory.
- the computer 2 is built of a receiver 17, the database 18 of the advertisement transmissions, and the database 19 of the bar codes of products, which are connected to the analysing system 20 assigned to compare the bar codes of products and the transmitted advertisements with the purchased products.
- Monitoring the effectiveness of advertising by monitoring the interrelation of consumers' purchasing behaviour and advertisements is accomplished by the means of inputting into the electronic memory 1 of the home monitoring apparatus the digital data related to the audience of the radio and/or television and/or use of interactive media and/or reading of printed media, whereas these digital data are entered into the electronic memory 1 from the monitoring devices 2, 4, 6 and 8 - for respectively: radio transmission, television transmission, interactive transmission and reading of printed media.
- the digital data related to the audience of the radio and/or television are specified for a concrete radio and/or television channel, whereas into those data, the data of the radio listener and/or television watcher are entered.
- the digital data related to the use of electronic media are specified for a concrete transmission, whereas into those data, the data of the interactive media user are entered.
- the interactive media internet and interactive television are used.
- the digital data related to the reading of printed media are specified for a concrete title and issue, whereas into those data, the data of the reader are entered.
- the printed media press, periodicals and books are used.
- the transmission of digital data from the home monitoring apparatus to the central unit may be performed at a predetermined frequentness, whereas during such transmission the packets of digital data stored in the electronic memory 1 of a concrete home monitoring apparatus are sent at a predetermined time intervals.
- the transmission of digital data may also be performed in the real time mode. In this case all digital data entered into the electronic memory 1 are sent to the system central unit, and the monitoring of the interrelation between the consumers' behaviour and the advertisements occurs concurrently.
- a known wire or wireless data transmission technique may be applied, like for example, the technique of fast data transmission used in mobile phone networks according to the GPRS (General Packed Radio Service) standard.
- the receiver 17 of the central unit receives digital data preferably from many home monitoring apparatuses, whereas the digital data of bar codes of the bought products are compared in the analysing system 20 with the database 19 of the bar codes of products for the sake of defining the bought product, while the digital data related to the audience, usage or reading of each kind of media transmitting advertisements are compared in the analysing system 20 with the digital data of the database 18 of the advertising transmissions containing the digital data on location, time and placing of each advertisement.
- the information about the bought product is associated in time with the advertisement of this product presented on the radio and/or television and/or interactive media and/or printed media, and basing on this, the interrelation between the consumers' purchasing behaviour and the advertisements is determined.
- FIGS. 3 and 4 show block diagrams of respectively the home monitoring apparatus and the central unit of the system according to the second embodiment of the invention.
- the construction of these blocks of the system is similar to that of the blocks presented in Figs. 1 and 2, whereas in the electronic memory 1, apart from the digital data related to the audience of the radio and/or television, and/or use of interactive media, and/or reading of printed media, also the digital data related to the identifier of the bought product read in a remote manner are stored.
- a reader 21 is used for the remote read-out of an intelligent tag 22 of the bought product, which is connected to the electronic memory 1, and the database 23 of the product identifiers, which is connected to the analysing system 20, this time assigned to compare the identifiers of the bought products received from the home monitoring apparatus and the identifiers from the database 23, and to compare the broadcast advertisements with the bought products.
- the technology of automatic identification utilising the radio frequency identification (RF-ID) is applied, allowing to perform the remote read-out of the identifier, for example from the intelligent tag 22 placed on the purchased product.
- transponder When the purchased product with the intelligent tag 22 affixed thereon, constituting a transponder with the information on the purchased product stored therein, takes position in the vicinity of the reader 21, it will get excited by the radio signal sent by the reader 21. This signal transmitted through an antenna reaches the transponder, which sends in return the coded information about the purchased product, which is next input into the electronic memory 1 of the home monitoring apparatus.
- the transponders used for the identification of goods may assume any shape and form, for example stickers, plastic cards or special "pellets", and may be assigned only for reading, when the information on the product is written in permanent manner, or for reading and writing, if the information may be written by the user.
- inputting data related to the tested medium transmitting the advertisement and the buyer and/or the person taking the decision on the purchase, and transmission of data between the units of the system is accomplished in the same manner as in the system shown in Figs. 1 and 2.
- a product when a product is bought, its identifier is remotely read by the reader 21 of the home monitoring apparatus from the intelligent tag 22 placed on the purchased product, and next there are entered into the electronic memory 1 of the home apparatus monitoring also the identifier digital data, and preferably also the data identifying the product buyer from the identification unit 10, and the data identifying the person taking the decision on the purchase of the product from the identification unit 11.
- the digital data of the identifiers of the purchased products are compared in the analysing system 20 with the digital data of the database 23 of the product identifier in order to define the purchased product, while the digital data related to the audience, use or reading of each type of media transmitting advertisements are compared in the analysing system 20 with the digital data of the database 18 of advertisement transmissions containing the digital data about the location, time and placing of each advertisement.
- the information on the bought product is associated in time with the advertisement of this product presented on the radio and/or television and/or interactive media and/or printed media, and basing on this, the interrelation between the consumers' purchasing behaviour and the advertisements is determined.
- FIGS. 5 and 6 show block diagrams of respectively the home monitoring apparatus and the central unit according to the third embodiment of the invention.
- the construction of these blocks of the system is also similar to that of the blocks presented on Figs. 1 and 2, whereas in the electronic memory 1, apart from the digital data related to the audience of the radio and/or television, and/or use of interactive media, and the digital data related to the bought product and also the digital data related to the tested advertisements are stored.
- a reader 24 of the data identifying the bought product is used, which is connected to the electronic memory 1, and a database 25 of the tested advertisements, and a database 26 of the data identifying the products, which are connected to the analysing system 20 assigned this time to compare the digital data identifying the products and the tested advertisements with the purchased products.
- the tested advertisements are stored in the electronic memory 1 of the home monitoring apparatus, and transmitted to the radio receiver 3 and/or television receiver 5 and/or interactive media terminal 7.
- the transmission of the tested advertisements is initiated by the signal of the beginning of the advertisement block received from the radio receiver 3 and/or television receiver 5 and/or interactive media terminal 7, while the tested advertisement replaces the advertisement broadcast during the normal transmission of the radio and/or television and/or interactive programmes.
- inputting the data related to the tested medium transmitting the advertisement, and related to the buyer and/or the person taking the decision on the purchase, and the transmission of digital data between the units of the system is accomplished in the same manner as in the system shown in Figs. 1 and 2.
- the digital data identifying the purchased product and, preferably the data identifying the product buyer from the identification device 10, and the identification data of the person taking the decision on the purchase of the product from the identification device 11 are entered.
- the receiver 17 of the central unit receives digital data preferably from many home monitoring apparatuses, whereas the digital data of identifiers of the bought products are compared in the analysing system 20 with the digital data of the database 26 for the sake of defining the bought product, while the digital data related to the audience or usage of each kind of media transmitting the advertisements are compared in the analysing system 20 with the digital data of the database 25 of the tested advertisements containing the digital data on location, time and placing of each advertisement in the concrete medium transmitting this advertisement.
- the information about the bought product is associated in time with the advertisement of this product presented on the radio and/or television and/or interactive media, and basing on this, the interrelation between the consumers' purchasing behaviour and the advertisements is determined.
- RFID radio frequency identification
- OCR/ICR optical or intelligent character recognitions
- OMR optical marking recognition
- smart cards or biomedical technology may be used as well, whereas such changes, modifications and improvements are obvious in the light of the disclosed essence of the invention and the claims enclosed herewith.
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Abstract
In the method and the system for monitoring the effectiveness of advertising, into the electronic memory (1) of the home monitoring apparatus the digital data related to the audience of the radio and/or television and/or use of interactive media and/or reading of printed media are entered, and next, when a product is purchased, into the electronic memory (1) of the home monitoring apparatus the digital data related to the read bar code of the bought products are entered, from the home monitoring apparatus the digital data entered into the electronic memory (1) are sent to the central unit, the received digital data of the bar codes of the bought products are compared with digital data from the database (19) of the bar codes of products, and the bought product is identified, and next the bought product is associated in time with the advertisement of this product presented on the radio and/or television and/or interactive media and/or printed media, and basing on this, the interrelation between the consumers' purchasing behaviour and the advertisements is determined.
Description
THE METHOD AND THE SYSTEM FOR MONITORING THE EFFECTIVENESS OF ADVERTISING
(Background of the Invention)
1. Field of the Invention This invention relates to the method and the system for monitoring the effectiveness of advertising, particularly monitoring the interrelation between the purchasing behaviour of consumers and advertisements. 2. Description of the Related Art The European Patent No. 0 408 348 discloses a method for monitoring the relative effectiveness of mass media advertising on the purchasing behaviour of each participant of the consumer group is known. In the known method, mass media advertisements, to which this group is exposed, are automatically monitored, it is identified, which of the monitored advertisement is associated with each consumer of the tested group, and next at the point of purchase, the items bought by the tested consumer group are recorded, the point of purchase is identified in a portable unit carried by the consumer, and it is determined which of the registered items bought by the consumers' group are associated with each consumer, and the monitored advertisements and the recorded items are associated for each individual consumer of the group. The known apparatus for accomplishment of the above method comprises means for automatic monitoring the advertisements in mass media, for example printed publications, radio and television, an identification system determining which of the
monitored advertisements is associated with each consumer of the tested group, the system for recording at the point of purchase the items bought by the tested consumers' group, portable unit carried by the consumers to identify at the point of purchase which of the registered items bought by the tested consumers' group are associated with each consumer of this group, and a system for analysing the monitored advertisements and recorded items for each consumer of the tested group. Further, the US Patents Nos 5,401,946 and 5,515,270 disclose a technique for correlating the purchasing behaviour of a consumer to advertisements is disclosed. Gaining and storing the information about the consumer's purchasing behaviour and on the advertisements, to which this consumer has been exposed, is accomplished by monitoring the consumer's exposure to advertisements, producing at the shop a machine-readable record wherein the purchasing information regarding the purchases made by the consumer at this shop is stored, reading out this information at the consumer's home, and recording signals gained during the monitoring of advertisements, and reading out the record. The known equipment described in the above US Patent descriptions comprises an advertising monitoring system for monitoring the consumer's exposure to advertisements, shop cash register used in the shop for placing the purchase information on a machine readable carrier, and a unit to be used at the consumer's home to read out the carrier, and the system to store the input signals from the advertisement monitoring system and from the reading unit. The known solutions require that shops participate in the research of the advertisement effectiveness, what causes the necessity of contracting practically all shops within a determined area to participate in the research. Moreover, in the known solutions it is not possible to distinguish the purchaser from the person taking the purchase decision, what results in the difficulty of making conclusions with respect to the actual relation between the contact with the advertisement of the determined product and the purchase of this product.
An objective of the invention at issue is to provide a technical solution allowing a monitoring of the effectiveness of advertising, that is to investigate the interrelation between the consumers' purchasing behaviour and advertisements within an area which is not limited to pre-determined shops or shopping centres, and at any time. Preferably the solution should allow to perform the research at any location, for example at homes, and to ensure sending research result data very frequently, also in the real time mode.
(Summary of the Invention) According to a first aspect the present invention in the method category there is provided a method of monitoring the effectiveness of advertising, where into the electronic memory of the home monitoring apparatus the digital data related to the audience of the radio and or television and/or use of interactive media and/or reading of printed media are entered, and next, when a product is purchased, into the electronic memory of the home monitoring apparatus the digital data related to the read bar code of the bought product are entered, from the home monitoring apparatus the digital data entered into the electronic memory are sent to the central unit, the received digital data of the bar codes of the bought products are compared with digital data from the database of the bar codes of products, and the bought product is identified, and next the bought product is associated in time with the advertisement of this product presented on the radio and/or television and/or interactive media and/or printed media, and basing on this, the interrelation between the consumers' purchasing behaviour and the advertisements is determined. According to a second aspect of the present invention in the method category there is provided a method of monitoring the effectiveness of advertising, where into the electronic memory of the home monitoring apparatus the digital data related to the audience of the radio and/or television and/or use of interactive media and/or reading of printed media are entered, and next, when a product is purchased, its identifier from an intelligent tag placed on the bought product is read in a remote manner, into the
electronic memory of the home monitoring apparatus the digital data related to the identifier of the bought product are entered, from the home monitoring apparatus the digital data entered into the electronic memory are sent to the central unit, the received digital data of the identifiers of the bought products are compared with digital data from the database of the product identifiers, and basing on this, the bought product is identified, and next the bought product is associated in time with the advertisement of this product presented on the radio and/or television and/or interactive media and/or printed media, and basing on this, the interrelation between the consumers' purchasing behaviour and the advertisements is determined. According to a third aspect of the present invention in the method category there is provided a method of monitoring the effectiveness of advertising, where into the electronic memory of the home monitoring apparatus the digital data related to the audience of the radio and or television and/or use of interactive media are entered, and next, when a product is purchased, into the electronic memory of the home monitoring apparatus the digital data related to the bought product are entered, from the home monitoring apparatus the digital data entered into the electronic memory are sent to the central unit, and next the received digital data related to the bought products are compared with digital data of the database of the data identifying the products, and the bought product is identified, and the bought product is associated in time with the advertisement of this product presented on the radio and/or television and/or interactive media, and basing on this, the interrelation between the consumers' purchasing behaviour and the advertisements is determined. Preferably, when a product is purchased, into the electronic memory of the home monitoring apparatus the data identifying the buyer are entered. Preferably, when a product is purchased, into the electronic memory of the home monitoring apparatus the identification data of the person taking the decision on the purchase of the product are entered. Preferably the digital data related to the audience of the radio and/or television are specified for a concrete radio and/or television channel.
Preferably into the digital data related to the audience of the radio and/or television, the data of the person listening to the radio or watching television are entered. Preferably the digital data related to the use of interactive media are specified for a concrete transmission. Preferably into the digital data related to the use of interactive media, the data of the interactive media user are entered. Preferably as the interactive media, internet and interactive television are used. Preferably the digital data related to reading of printed media are specified for a concrete title and issue. Preferably into the digital data related to reading of printed media, the reader's data are entered. Preferably as the printed media, press, periodicals and books are used. Preferably the digital data entered into the electronic memory are sent from the home monitoring apparatus to the central unit at a predetermined frequentness. Preferably the transfer of the digital data from the home monitoring apparatus to the central unit is accomplished in the real time mode. Preferably the tested advertisements are introduced in the place of the advertisements broadcast during normal transmission of radio and/or television and/or interactive programmes. Preferably the tested advertisements are stored in the electronic memory of the home monitoring apparatus and are transmitted to the radio receiver and/or television receiver and/or interactive media terminal. Preferably the transmission of the tested advertisements is initiated by the signal of the beginning of the advertisement block received from the radio receiver and/or television receiver and/or interactive media terminal. Preferably into the digital data transmitted from the home monitoring apparatus to the central unit, the data identifying the tested advertisement are entered. According to a first aspect the present invention in the system category there is provided a system for monitoring the effectiveness of advertising, which comprises a
home monitoring apparatus built of an electronic memory to store the digital data related to the audience of the radio and or television and/or use of interactive media and/or reading of printed media, and digital data related to the read bar codes of the purchased product, and connected to this memory a device for monitoring radio and/or television transmission, usage of interactive media, and reading of printed media, and a product bar code reader, whereas to the output of the electronic memory a transmitter is connected, moreover the system comprises a central unit built of a receiver and the database of the advertisement transmissions and the database of bar codes of products, which are connected to the analysing system to compare the bar codes of products and the advertisements with the purchased products. According to a second aspect of the present invention in the system category there is provided a system for monitoring the effectiveness of advertising, which comprises a home monitoring apparatus built of an electronic memory to store the digital data related to the audience of the radio and/or television and/or the use of interactive media and/or reading of printed media, and digital data related to the identifier of the purchased product read from its intelligent tag in a remote manner, and connected to this memory a device for monitoring radio and/or television transmission, usage of interactive media, and reading of printed media, and a reader for remote read-out of the identifier of the purchased product, whereas to the output of the electronic memory a transmitter is connected, moreover the system comprises a central unit built of a receiver and the database of advertisement transmissions and the database of identifiers of products, which are connected to the analysing system to compare the identifiers of the purchased products received from the home monitoring apparatus and identifiers from the database and the advertisements with the purchased products, and, basing on this, to determine and to present the interrelation between the consumers' purchasing behaviour and the advertisements. According to a third aspect the present invention in the system category there is provided a system for monitoring the effectiveness of advertising, which comprises a home monitoring apparatus built of an electronic memory to store the digital data related
to the audience of the radio and or television and/or the use of interactive media, and the digital data related to the purchased product and the tested advertisements, and connected to this memory a device for monitoring radio and/or television transmission and/or usage of interactive media, and a reader for digital data identifying the purchased goods, whereas to the output of the electronic memory a transmitter is connected, moreover the system comprises a central unit built of a receiver and the database of the tested advertisements and the base of the data identifying the products, which are connected to the analysing system to compare the digital data identifying the products and the tested advertisements with the purchased products. Preferably the system comprises a device to identify the product buyer connected to the electronic memory of the home monitoring apparatus. Preferably the system comprises a device to identify the person taking the decision on the purchase connected to the electronic memory of the home monitoring apparatus. Preferably to the radio transmission monitoring device, a device to identify the person listening to the radio is connected. Preferably to the television transmission monitoring device, a device to identify the person watching television is connected. Preferably to the interactive transmission monitoring device, a device to identify the interactive transmission user is connected. Preferably to the printed media reading monitoring device, a device to identify the reader is connected. The advantage of the solution according to the invention is the possibility of monitoring the interrelation between the consumers' purchasing behaviour and advertisements in any area and at any place, preferably at home, and for any group of tested subjects. According to the invention, the collection of data related to the research is performed at home, and their transfer to the central unit, that is the main computer analysing the test results, may be effected very frequently. This limits the research costs and allows monitoring the effectiveness of advertising in the real time mode, what
results in that the decisions concerning the advertisement expenditures as well as the form of the advertisement itself may be taken concurrently during the advertisement campaign. Such solution allows reducing the advertisement costs and ensures better efficiency of actions.
(Brief description of the drawings)
The accompanying drawings, which are incorporated in, and form a part of the specification, illustrate embodiments of the present invention and, together with the description, serve to explain the principles of the invention. In the drawings: Fig. 1 shows the home monitoring apparatus of the system according to the first embodiment of the invention; Fig. 2 shows the central unit of the system according to the first embodiment of the invention; Fig. 3 shows the home monitoring apparatus of the system according to the second embodiment of the invention; Fig. 4 shows the central unit of the system according to the second embodiment of the invention; Fig. 5 shows the home monitoring apparatus of the system according to the third embodiment of the invention; and Fig. 6 shows the central unit of the system according to the third embodiment of the invention; whereas the same elements of apparatuses and units depicted on the drawings have the same designations.
(Detailed description of the Invention)
Reference will now be made in detail to the preferred embodiments of the invention, examples of which are illustrated in the accompanying drawings. The home monitoring apparatus of the system according to the first embodiment of the invention, shown in Fig. 1, is built of an electronic memory 1 to store the digital data related to the audience of radio and/or television and/or use of interactive media and/or reading of printed media as well as the digital data related to the read out bar code of the purchased product. To the electronic memory 1 there are connected: a monitoring device 2 for monitoring the radio transmission, which is connected to the radio receiver 3, a monitoring device 4 for monitoring the television transmission, which is connected to the television receiver 5, a monitoring device 6 for monitoring the interactive transmission, which is connected to the interactive media terminal 7, and a monitoring device 8 for monitoring the reading of printed media. Moreover, to the electronic memory 1 a reader 9 to read the bar code of the purchased product, and an identification unit 10 to identify the product buyer, and identification unit 11 to identify the person taking the decision on the purchase are connected. In turn, to each of the above devices 2, 4, 6 and 8 it is connected correspondingly: a device 12 to identify the person listening to the radio, a device 13 to identify the person watching television, a device 14 to identify the interactive media user, and a device 15 to identify the reader. The output from the electronic memory 1 is connected to a transmitter 16 to transmit the digital data entered into this memory. The system central unit of the system according to the first embodiment of the invention, shown in Fig. 2, is built of a receiver 17, the database 18 of the advertisement transmissions, and the database 19 of the bar codes of products, which are connected to the analysing system 20 assigned to compare the bar codes of products and the transmitted advertisements with the purchased products. Monitoring the effectiveness of advertising by monitoring the interrelation of consumers' purchasing behaviour and advertisements is accomplished by the means of
inputting into the electronic memory 1 of the home monitoring apparatus the digital data related to the audience of the radio and/or television and/or use of interactive media and/or reading of printed media, whereas these digital data are entered into the electronic memory 1 from the monitoring devices 2, 4, 6 and 8 - for respectively: radio transmission, television transmission, interactive transmission and reading of printed media. According to the invention, the digital data related to the audience of the radio and/or television are specified for a concrete radio and/or television channel, whereas into those data, the data of the radio listener and/or television watcher are entered. Next, the digital data related to the use of electronic media are specified for a concrete transmission, whereas into those data, the data of the interactive media user are entered. Preferably as the interactive media, internet and interactive television are used. In turn, the digital data related to the reading of printed media are specified for a concrete title and issue, whereas into those data, the data of the reader are entered. Preferably as the printed media, press, periodicals and books are used. Basing on the above digital data entered into the electronic memory 1 of the home monitoring apparatus it is possible to determine the audience, usage or reading for each of the type of media transmitting advertisements. Next, when a product is purchased, into the electronic memory 1 through the product bar code reader 9 the digital data related to the read-out bar code of the purchased product and, depending on the scope of the research, also data identifying the product buyer from the identification device 10, and identification data of the person taking the decision on the purchase of the product from the identification device 11 are entered. The digital data entered into the electronic memory 1 are sent to the transmitter 16 and further to the system central unit. The transmission of digital data from the home monitoring apparatus to the central unit may be performed at a predetermined frequentness, whereas during such transmission the packets of digital data stored in the electronic memory 1 of a concrete home monitoring apparatus are sent at a predetermined time intervals. The transmission of digital data may also be performed in
the real time mode. In this case all digital data entered into the electronic memory 1 are sent to the system central unit, and the monitoring of the interrelation between the consumers' behaviour and the advertisements occurs concurrently. To accomplish the transmission of digital data, a known wire or wireless data transmission technique may be applied, like for example, the technique of fast data transmission used in mobile phone networks according to the GPRS (General Packed Radio Service) standard. The receiver 17 of the central unit receives digital data preferably from many home monitoring apparatuses, whereas the digital data of bar codes of the bought products are compared in the analysing system 20 with the database 19 of the bar codes of products for the sake of defining the bought product, while the digital data related to the audience, usage or reading of each kind of media transmitting advertisements are compared in the analysing system 20 with the digital data of the database 18 of the advertising transmissions containing the digital data on location, time and placing of each advertisement. Next in the analysing system 20, the information about the bought product is associated in time with the advertisement of this product presented on the radio and/or television and/or interactive media and/or printed media, and basing on this, the interrelation between the consumers' purchasing behaviour and the advertisements is determined. Figs. 3 and 4 show block diagrams of respectively the home monitoring apparatus and the central unit of the system according to the second embodiment of the invention. The construction of these blocks of the system is similar to that of the blocks presented in Figs. 1 and 2, whereas in the electronic memory 1, apart from the digital data related to the audience of the radio and/or television, and/or use of interactive media, and/or reading of printed media, also the digital data related to the identifier of the bought product read in a remote manner are stored. Moreover, in the solution according to the second embodiment of the invention, a reader 21 is used for the remote read-out of an intelligent tag 22 of the bought product, which is connected to the electronic memory 1, and the database 23 of the product identifiers, which is connected to the analysing system 20, this time assigned to compare the identifiers of the bought
products received from the home monitoring apparatus and the identifiers from the database 23, and to compare the broadcast advertisements with the bought products. In the solution according to this embodiment of the invention, to identify the bought products, the technology of automatic identification utilising the radio frequency identification (RF-ID) is applied, allowing to perform the remote read-out of the identifier, for example from the intelligent tag 22 placed on the purchased product. When the purchased product with the intelligent tag 22 affixed thereon, constituting a transponder with the information on the purchased product stored therein, takes position in the vicinity of the reader 21, it will get excited by the radio signal sent by the reader 21. This signal transmitted through an antenna reaches the transponder, which sends in return the coded information about the purchased product, which is next input into the electronic memory 1 of the home monitoring apparatus. The transponders used for the identification of goods may assume any shape and form, for example stickers, plastic cards or special "pellets", and may be assigned only for reading, when the information on the product is written in permanent manner, or for reading and writing, if the information may be written by the user. In the solution according to this embodiment of the invention, inputting data related to the tested medium transmitting the advertisement and the buyer and/or the person taking the decision on the purchase, and transmission of data between the units of the system is accomplished in the same manner as in the system shown in Figs. 1 and 2. In particular, when a product is bought, its identifier is remotely read by the reader 21 of the home monitoring apparatus from the intelligent tag 22 placed on the purchased product, and next there are entered into the electronic memory 1 of the home apparatus monitoring also the identifier digital data, and preferably also the data identifying the product buyer from the identification unit 10, and the data identifying the person taking the decision on the purchase of the product from the identification unit 11. When digital data from many home monitoring apparatuses are received in the central unit, the digital data of the identifiers of the purchased products are compared in the analysing system 20 with the digital data of the database 23 of the product identifier in order to define the
purchased product, while the digital data related to the audience, use or reading of each type of media transmitting advertisements are compared in the analysing system 20 with the digital data of the database 18 of advertisement transmissions containing the digital data about the location, time and placing of each advertisement. Next in the analysing system 20, the information on the bought product is associated in time with the advertisement of this product presented on the radio and/or television and/or interactive media and/or printed media, and basing on this, the interrelation between the consumers' purchasing behaviour and the advertisements is determined. In turn, Figs. 5 and 6 show block diagrams of respectively the home monitoring apparatus and the central unit according to the third embodiment of the invention. The construction of these blocks of the system is also similar to that of the blocks presented on Figs. 1 and 2, whereas in the electronic memory 1, apart from the digital data related to the audience of the radio and/or television, and/or use of interactive media, and the digital data related to the bought product and also the digital data related to the tested advertisements are stored. Moreover, in the solution according to this embodiment of the invention, a reader 24 of the data identifying the bought product is used, which is connected to the electronic memory 1, and a database 25 of the tested advertisements, and a database 26 of the data identifying the products, which are connected to the analysing system 20 assigned this time to compare the digital data identifying the products and the tested advertisements with the purchased products. According to this embodiment of the invention, the tested advertisements are stored in the electronic memory 1 of the home monitoring apparatus, and transmitted to the radio receiver 3 and/or television receiver 5 and/or interactive media terminal 7. Preferably the transmission of the tested advertisements is initiated by the signal of the beginning of the advertisement block received from the radio receiver 3 and/or television receiver 5 and/or interactive media terminal 7, while the tested advertisement replaces the advertisement broadcast during the normal transmission of the radio and/or television and/or interactive programmes. In this embodiment of the invention, inputting the data related to the tested medium transmitting the advertisement, and related to the buyer
and/or the person taking the decision on the purchase, and the transmission of digital data between the units of the system is accomplished in the same manner as in the system shown in Figs. 1 and 2. Next, when a product is purchased, into the electronic memory 1 through the product reader 24 the digital data identifying the purchased product and, preferably the data identifying the product buyer from the identification device 10, and the identification data of the person taking the decision on the purchase of the product from the identification device 11 are entered. The receiver 17 of the central unit receives digital data preferably from many home monitoring apparatuses, whereas the digital data of identifiers of the bought products are compared in the analysing system 20 with the digital data of the database 26 for the sake of defining the bought product, while the digital data related to the audience or usage of each kind of media transmitting the advertisements are compared in the analysing system 20 with the digital data of the database 25 of the tested advertisements containing the digital data on location, time and placing of each advertisement in the concrete medium transmitting this advertisement. Next in the analysing system 20, the information about the bought product is associated in time with the advertisement of this product presented on the radio and/or television and/or interactive media, and basing on this, the interrelation between the consumers' purchasing behaviour and the advertisements is determined. Based on the above exemplary embodiments of the invention, it is possible to make various changes, modifications and improvements included in the scope of the invention, for example, instead of bar codes and radio frequency identification (RF-ID) as disclosed above, the optical or intelligent character recognitions (OCR/ICR) or an optical marking recognition (OMR) or smart cards or biomedical technology may be used as well, whereas such changes, modifications and improvements are obvious in the light of the disclosed essence of the invention and the claims enclosed herewith.
Claims
We claim:
A method of monitoring the effectiveness of advertising, in particular of monitoring the interrelation between the purchasing behaviour of consumers and advertisements, wherein into the electronic memory (1) of the home monitoring apparatus the digital data related to the audience of the radio and/or television and/or use of interactive media and/or reading of printed media are entered, and next, when a product is purchased into the electronic memory (1) of the home monitoring apparatus the digital data related to the read bar code of the bought product are entered, from the home monitoring apparatus the digital data entered into the electronic memory (1) are sent to the central unit, the received digital data of the bar codes of the bought products are compared with digital data from the database (19) of the bar codes of products, and the bought product is identified, and next the bought product is associated in time with the advertisement of this product presented on the radio and/or television and/or interactive media and/or printed media, and basing on this, the interrelation between the consumers' purchasing behaviour and the advertisements is determined.
2. A method of monitoring the effectiveness of advertising, in particular of monitoring the interrelation the between purchasing behaviour of consumers and advertisements, wherein into the electronic memory of the home monitoring apparatus the digital data related to the audience of the radio and/or television and/or use of interactive media and/or reading of printed media are entered, and next, when a product is purchased its identifier from an intelligent tag placed on the bought product is read in a remote manner, into the electronic memory (1) of the home monitoring apparatus the digital data related to the identifier of the bought product are entered, from the home monitoring apparatus the digital data entered into the electronic memory (1) are sent to the central unit, the received digital data of the identifiers of the bought products are compared with digital data from the database (23) of the product identifiers, and basing on this, the bought product is identified, and next the bought product is associated in time with the advertisement of this product presented on the radio and/or television and/or interactive media and/or printed media, and basing on this, the interrelation between the consumers' purchasing behaviour and the advertisements is determined.
3. A method of monitoring the effectiveness of advertising, in particular of monitoring the interrelation between the purchasing behaviour of consumers and advertisements, wherein into the electronic memory (1) of the home monitoring apparatus the digital data related to the audience of the radio and/or television and/or use of interactive media are entered, and next, when a product is purchased into the electronic memory (1) of the home monitoring apparatus the digital data related to the bought product are entered, and from the home monitoring apparatus the digital data entered into the electronic memory (1) are sent to the central unit, and next the received digital data related to the bought products are compared with the digital data of the database (26) of the data identifying the products, and the bought product is identified, and the bought product is associated in time with the advertisement of this product presented on the radio and/or television and/or interactive media, and basing on this, the interrelation between the consumers' purchasing behaviour and the advertisements is determined.
4. The method according to the claim 1 or 2 or 3 wherein, when a product is purchased, into the electronic memory (1) of the home monitoring apparatus the data identifying the buyer are entered.
5. The method according to the claim 1 or 2 or 3 wherein, when a product is purchased, into the electronic memory (1) of the home monitoring apparatus the identification data of the person taking the decision on the purchase of the product are entered.
6. The method according to the claim 1 or 2 or 3 wherein the digital data related to the audience of the radio and/or television are specified for a concrete radio and/or television channel.
7. The method according to the claim 6 wherein into the digital data related to the audience of the radio and/or television, the data of the person listening to the radio or watching television are entered.
8. The method according to the claim 1 or 2 or 3 wherein the digital data related to the use of interactive media are specified for a concrete transmission.
9. The method according to the claim 8 wherein into the digital data related to the use of interactive media, the data of the interactive media user are entered.
10. The method according to the claim 8 wherein as the interactive media, internet and interactive television is used.
11. The method according to the claim 1 or 2 wherein the digital data related to reading of printed media are specified for a concrete title and issue.
12. The method according to the claim 11 wherein into the digital data related to reading of printed media, the reader's data are entered.
13. The method according to the claim 11 wherein as the printed media, press, periodicals and books are used.
14. The method according to the claim 1 or 2 or 3 wherein the digital data entered into the electronic memory (1) are sent from the home monitoring apparatus to the central unit at a predetermined frequentness.
15. The method according to the claim 1 or 2 or 3 wherein the transfer of the digital data from the home monitoring apparatus to the central unit is accomplished in the real time mode.
16. The method according to the claim 3 wherein the tested advertisements are introduced in the place of the advertisements broadcast during normal transmission of radio and/or television and/or interactive programmes.
17. The method according to the claim 3 wherein the tested advertisements are stored in the electronic memory (1) of the home monitoring apparatus and are transmitted to the radio receiver (3) and/or television receiver (5) and/or interactive media terminal (7).
18. The method according to the claim 17 wherein the transmission of the tested advertisements is initiated by the signal of the beginning of the advertisement block received from the radio receiver (3) and/or television receiver (5) and/or interactive media terminal (7).
19. The method according to the claim 3 wherein into the digital data transmitted from the home monitoring apparatus to the central unit, the data identifying the tested advertisement are entered.
20. A system for monitoring the effectiveness of advertising, in particular for monitoring the interrelation between the purchasing behaviour of consumers and advertisements, which comprises a home monitoring apparatus built of: an electronic memory (1) to store the digital data related to the audience of the radio and/or television and/or use of interactive media and/or reading of printed media, and the digital data related to the read bar codes of the purchased product, and connected to this memory, devices for monitoring (2, 4, 6, 8) radio and/or television transmission, usage of interactive media, and reading of printed media, and a bar code reader (9), whereas to the output of the electronic memory (1) a transmitter (16) is connected, moreover the system comprises a central unit built of a receiver (17) and the database (18) of the advertisement transmissions and a database (19) of the bar codes of products, which are connected to the analysing system (20) to compare the bar codes of products and the advertisements with the purchased products.
21. A system for monitoring the effectiveness of advertising, in particular for monitoring the interrelation between the purchasing behaviour of consumers and advertisements, which comprises a home monitoring apparatus built of: an electronic memory (1) to store the digital data related to the audience of the radio and/or television and/or the use of interactive media and/or reading of printed media, and the digital data related the identifier of the purchased product read from an intelligent tag (22) in a remote manner, and connected to this memory devices for monitoring (2, 4, 6, 8) radio and/or television transmission, usage of interactive media, and reading of printed media, and a reader (21) for remote read-out of the identifier of the purchased product, whereas to the output of the electronic memory (1) a transmitter (16) is connected, moreover the system comprises a central unit built of a receiver (17) and the database (18) of the advertisement transmissions and a database (23) of the identifiers of products, which are connected to the analysing system (20) to compare the identifiers of the purchased products received from the home monitoring apparatus and identifiers from the database (23) and the advertisements with the purchased products and to present the interrelation between the consumers' purchasing behaviour and the advertisements.
22. A system for monitoring the effectiveness of advertising, in particular for monitoring the interrelation between the purchasing behaviour of consumers and advertisements, which comprises a home monitoring apparatus built of: an electronic memory (1) to store the digital data related to the audience of the radio and/or television and/or use of interactive media, and digital data related to the purchased product and the tested advertisements, and connected to this memory devices for monitoring (2, 4, 6) radio and/or television transmission and/or usage of interactive media, and a reader (24) for digital data identifying the purchased goods, whereas to the output of the electronic memory (1) a transmitter (16) is connected, moreover the system comprises a central unit built of a receiver (17) and the database (25) of the tested advertisements and the database (26) of the data identifying the products, which are connected to the analysing system (20) to compare the digital data identifying the products and the tested advertisements with the purchased products.
23. The system according to the claim 20 or 21 or 22 which comprises a device (10) to identify the product buyer, connected to the electronic memory
(1) of the home monitoring apparatus.
24. The system according to the claim 20 or 21 or 22 which comprises a device (11) to identify the person taking the decision on the purchase connected to the electronic memory (1) of the home monitoring apparatus.
25. The system according to the claim 20 or 21 or 22 wherein to the radio transmission monitoring device (2), a device (12) to identify the person listening to the radio is connected.
26. The system according to the claim 20 or 21 or 22 wherein to the television fransmission monitoring device (4), a device (13) to identify the person watching television is connected.
27. The system according to the claim 20 or 21 or 22 wherein to the interactive transmission monitoring device (6), a device (14) to identify the interactive transmission user is connected.
28. The system according to the claim 20 or 21 wherein to the printed media reading monitoring device (8), a device (15) to identify the reader is connected.
Applications Claiming Priority (6)
| Application Number | Priority Date | Filing Date | Title |
|---|---|---|---|
| PLP368481 | 2004-06-09 | ||
| PL04368481A PL368481A1 (en) | 2004-06-09 | 2004-06-09 | Method and system for monitoring advertisement efficiency |
| PL369813A PL369813A1 (en) | 2004-08-31 | 2004-08-31 | Method and system for monitoring effectiveness of advertisements |
| PLP369813 | 2004-08-31 | ||
| PLP369948 | 2004-09-08 | ||
| PL369948A PL369948A1 (en) | 2004-09-08 | 2004-09-08 | Method and system for monitoring effectiveness of advertisements |
Publications (1)
| Publication Number | Publication Date |
|---|---|
| WO2005122040A1 true WO2005122040A1 (en) | 2005-12-22 |
Family
ID=34970651
Family Applications (1)
| Application Number | Title | Priority Date | Filing Date |
|---|---|---|---|
| PCT/PL2005/000035 WO2005122040A1 (en) | 2004-06-09 | 2005-06-08 | The method and the system for monitoring the effectiveness of advertising |
Country Status (1)
| Country | Link |
|---|---|
| WO (1) | WO2005122040A1 (en) |
Cited By (1)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| WO2009133541A1 (en) * | 2008-05-01 | 2009-11-05 | Alcatel Lucent | Facilitating indication of metadata availability within user accessible content |
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| JPS63146592A (en) * | 1986-12-09 | 1988-06-18 | Video Res:Kk | System for investigating television commercial effect |
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| WO2009133541A1 (en) * | 2008-05-01 | 2009-11-05 | Alcatel Lucent | Facilitating indication of metadata availability within user accessible content |
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