WO2007051273A2

WO2007051273A2 - System for promoting sales and managing product placement advertising signaled with workflow control

Info

Publication number: WO2007051273A2
Application number: PCT/BR2006/000244
Authority: WO
Inventors: Daniel Rocha Silva; Davi Rocha Silva
Original assignee: Daniel Rocha Silva; Davi Rocha Silva
Priority date: 2005-11-04
Filing date: 2006-11-03
Publication date: 2007-05-10
Also published as: BRPI0506346A; WO2007051273A3

Abstract

System for managing product placement advertising capable of handling the workflow and relationships among advertisers (A)1 communication media (M), consumers (U), and others (G, T, V) involved in advertising and sales processes. Consumers are provided with means of conveniently associating a product with a product placement event, allowing them to identify data such as product name, model, producer, technical specifications, availability, and location of retail stores only from specific information about the product placement event such as broadcast or publication date and time, acoustic or visual associations, and actors' or athletes' names. The system thus makes it easier for a potential consumer to find and buy advertised products.

Description

SYSTEM FOR PROMOTING SALES AND MANAGING PRODUCT PLACEMENT ADVERTISING SIGNALED WITH WORKFLOW CONTROL

Technical Field

The present invention relates to a system for operating and conducting signaled product placement (PPL) type advertisements with workflow control.

Background of the Invention

Advertising strategies in which ads are inserted, subjectively into non-dedicated media are well known in the art. One common example is merchandising done in the TV and movie industries, which consists of the casual display of specific products, with logos or any other distinctive element, in entertainment TV show like sitcoms, movies, soap operas, and sporting or musical events. As opposed to conventional type advertisements, here we have the association of products or services to the actors, characters, celebrities and scenes from the entertainment show where they are exhibited. Problems arising from this practice are the impossibility of measuring its direct effect on sales of marketed products and, perhaps more importantly, the fact that the end user customer must do the effort of identifying the product in the show, as well as obtaining additional information or technical details, knowing variable conditions, accessories or related products and, finally, finding a retail store from which the product can be purchased. For example, a national TV show in which a famous celebrity is seen wearing a brand new model watch may be an important strategy for marketing the product. However, the viewer might not be able to properly identify the watch. Even if he locates a store that could possibly sell the product, the customer, guided only by imprecise references from the show — e.g. "the watch that John was wearing on last night's episode" — will encounter problems in associating broadcaster, show, episode, scene, actors etc. to the desired product. A traditional product placement advertisement also presents a limitation as to the number of brands or products that can be shown in a particular event, requiring in general that the brand or special features of the product be put in evidence or stand out from the scene, in such a way that the most information is

■ conveyed in a short amount of time. Another similar example is that of specialized publications like, for instance, fashion, electronics or interior design magazines. A complete residential environment design, for example, offers enormous potential for product placement, hindered by the impossibility of conveying detailed information and retail stores' locations for all the products within the environment. The use of minimalist advertisements is also becoming commonplace, offering great impact both on TV and printed media. The impact can be provoked by the presentation of small details, or by the creation of an abstract concept associated to the product, without even presenting the product itself. The positive effect of this type of marketing is drawing, if only for a few moments, the attention of a viewer or reader who is everyday repeatedly subjected to an enormous amount of information, from which advertisers are attempting to stand out. However, in the desirable case in which the potential customer acquires interest in the marketed product, the minimalism or strangeness of the ad becomes a limiting factor, since detailed information are missing in general, as well as suggestions of associated products and store locations. An example is a conventional ad for a new automobile model consisting of a magazine published picture, in which only small details of the vehicle are shown, for the purpose of generating an impact on potential customers by eliciting curiosity. The greater simplicity and visual impact of the ad results in a smaller space for showing technical details and variable features like, for example, interior design details and color options, without having to resort to another page or a whole new ad in the magazine for additional information. Another common example is that of fashion ads.

These problems occur because some of the most popular and influential information media like, for example, printed media (magazines and newspapers), television, motion pictures and the majority of video media (DVD-V, VHS), despite unquestionable power of display of information, have a unidirectional character in common: the information flows exclusively in the direction starting from the broadcaster towards the end user or viewer. The effort required in order for the end user to reply to such an advertisement is much greater than the effort required to receive the initial stimulus. An example may be a viewer who, in order to obtain additional information about a detail that was seen or heard in a TV or radio show, must contact the broadcaster by mail, fax, phone or e-mail. Not only does the process take long, but also it is up to the viewer to reconstruct the situation or context within the TV or radio show in which the product was spotted in order to obtain the desired information. Furthermore, the information may be difficult to obtain due to the very nature of customer services, which rarely are capable of handling product placement calls. The procedure for access is unique to each medium (even between different broadcasters), thus making it difficult for the viewer to attempt to reply, i.e., to send information in the opposite direction, in response to ads, product placement events or general information regarding radio, TV and publications.

There are systems known in the art that try to circumvent this problem, if only specific to a particular communication medium. An expedient, once very common in technical publications in the 1980s, is the information reply card. The technical publication comes with a reply-card with a form including a field with numbers that correspond to advertisements or articles within that particular edition. The reader can send the card to the publisher, who in turn will send the card to the manufacturers or distributors of the announced or mentioned products, according to the reader's requests.

At the time it became popular, this system was reasonably efficient if one considers the time estimated for a consultation by mail. Today, however, when the public expects almost instantaneous inputs, the processing and sending of material by mail is for this purpose unacceptable. Other problems associated with the information reply card system are the limitations in printed media applications, the complexity in delivering multiple use (there is a limited number of reply cards within each magazine) and the impossibility for the reader to pre-select the received information (the reader cannot, for example, request specifically that only information on similar products from the same company be sent). Neither does the reply-card system offer the advantage of determining its own impact on sales.

The development of paid TV systems, in particular by cable or satellite, naturally led to the appearance of "interactive TV", by means of which the communication between broadcaster and viewer should become bi-directional. The solutions proposed generally involve an extended functionality within the set-top box that normally is part of a paid TV system. The "interactive TV" decoders are starting to offer interaction, even if still of a limited kind, to the viewer. Despite being promising, such systems present problems that severely compromise their public appeal. One of them is its dependence upon specific decoder equipment, which reduces the target users only to subscribers of a particular paid TV system, and sometimes there is even incompatibility between many transmission technologies. The lack of a "feedback channel", usually a phone line, for many paid satellite TV subscribers, especially in rural areas, further limits the potential target users. The small size and possible fragmentation of consumers limit the economic interest of potential advertisers, who would have to be liable for the high costs involved in the production of "interactive" ads for a small number of viewers. Another problem is that all the effort involved in producing an "interactive" ad is only worthwhile in the case of paid TV systems, leaving out other media such as terrestrial TV, radio, DVD-V and all printed media. Another typical limiting factor of an interactive TV realization is with respect to its users rather than to the technology per se: the idea of interrupting the reproduction of a movie, or pausing a TV show, for the interaction with active elements of the image offered on interactive TV, is not appealing to most users of the system, who prefer to finish watching a movie or program before seeking out information on products marketed through product placement. An example might be a group of people who are watching a movie together, which is paused at a critical moment in the story by one of the viewers who decides to explore some interactive function after information on a product used by one of the characters in the movie: the other viewers will probably prefer that the search be made after the end of the movie.

Conventional advertisement and, in a narrower sense, product placement, is sometimes accompanied by additional information in DVD-ROM about movies and shows to be released on DVD-Video. The DVD-Video standard offers a reasonable degree of interactivity between the user and the recorded program, but the practice incurs in further problems. First there is the fact that contents of pre-recorded media cannot be changed, which limits the nature of information available. Another problem is that, in order to circumvent the technical limitations of DVD-Video interactivity, advertisers will often resort to other standards, in general by means of computer programs recorded into sections of a DVD-ROM on the same disk. This practice requires in general that the viewer transfer the DVD media of a regular entertainment system to a microcomputer, in which he could still face software and hardware compatibility, that is, there still exists a discrepancy between the small effort required to "receive", read or visualize the ad, and the considerable effort required before it is possible to interact or reply to the ad through, and including, the purchase of the announced products and, more importantly, the issue of the diversity of media that the user/reader/viewer must dominate in order to contact each medium is not addressed.

It is also known that there are web sites dedicated to specific TV programs, movies and printed media. Even though they often constitute excellent sources of information regarding the media to which they are dedicated, such sites present a limited capacity of promoting sales of associated products, especially when it comes to product placement type advertisement. Sales promotion is usually associated with sales made from the Internet site, or limited exclusively to one channel, and the association between products and product placement events is more difficult when the products are displayed in a context different from the original one.

Summary of the Invention

The object of the present invention is to avoid the unnecessary inconveniences arising from previous solutions known in the art, disclosing for this purpose a solution for sales promotion of products marketed in product placement advertising, capable of integrating the many groups and people interested in a product placement process, providing means of control and administration, minimizing the technological requirements from the potential end user/consumer and capable of taking advantage of the best aspects in each of today's communication media.

The invention consists of a system implemented in the form of a computer program, which can be easily operated by a plurality of users, simultaneously and remotely through a computer network such as the Internet or private and public networks, including wireless, with authentication provision, management and control of operators' privileges. One possible realization of the system is a client-server architecture, in which the server is implemented as one or more server computers connected to the Internet and the client is in the form of microcomputers, laptops or palmtops, mobile phones or any other terminal access equipment, connected either directly or indirectly (for example, by means of a bridge subsystem for SMS/MMS) to the Internet for access to the server system. It will be shown that many of the embodiments of the present invention do not require direct access to the Internet, since part of the terminal client functions can be provided by other means such as, for example, regular cell phones, TV broadcasting (interactive or not) and printed media.

The authentication of operators for use of restricted areas of the system may be implemented by any known means of authentication, such as name and password, digital keys, secret tables, biometric indications or combination thereof. The system comprises one or more databases with information about products, retail stores (V) (including information regarding the availability of products), product placement events, registered end users (U) data, telecommunication service providers (T) data, external agents (G) data and administrative information about all of these elements. Potential end users U, which are in general consumers of products marketed through the communication medium M, are alerted of the availability of the product placement system by means of a visual, audio and/or tactile distinctive sign, such as a brand, logo, audio or video clip, printed material or yet a visual indication over or about products that appear in the images associated with the product placement event, which is associated or not to the distinctive sign. The distinctive sign may further comprise a commercial video clip to be displayed during the commercial messages of any program, which need not be related to the product placement event. The distinctive sign may further comprise a commercial video clip recorded in any other media (motion picture, DVD, cell phone, Internet, etc.), which need not be related to the product placement event. The distinctive sign may acquire printed form; in this case, the distinctive sign may be in a folder, flyer, outdoor, busdoor, newspaper, magazine, that is, the distinctive sign may appear in any printed medium with the goal of guiding or connecting potential end users to the medium where the search for the products occur. The distinctive sign may further comprise a radio spot; in this case, the distinctive signal may be an audio clip broadcasted from a radio station or by any other available means (e.g., podcasting) with the goal of guiding or connecting the potential end user to the medium where the products are searched. The distinctive sign may further acquire the form of an electronic element; in this case, the distinctive sign may be, for example, a banner, pop-up window, text message (SMS/MMS), e-mail or any medium, with the goal of guiding or connecting the end user to the medium in which the search for products occur.

The distinctive sign may be accompanied by a unique identification code relative to the product placement event and/or text or recorded instructions on how to use the system. Possible methods of remotely operating the system include the use of a web interface by means of a known web browser, the use of specific applications (running on any computer platform such as microcomputers, mobile phones, set-top boxes, handheld devices, etc.), or combinations thereof. The exchange information required for remotely operating the system may be realized by means of standardized digital communication protocols or proprietary protocols, or combinations thereof.

An important part of the system's interaction process between communication medium M and end users U (the relationships MU in figure 1) works on physical and/or technological platforms traditionally associated to each communication medium M employed, such as, for example, interactive television, non-interactive television and printed media. This is a notable and innovative aspect of the invention, which allows for readily available implementations without requiring the pre-distribution or application of specific solutions to provide support for the system (among other expensive measures such as training and maintenance). Technical Advantages

The following are advantages of the present invention in comparison with previous solutions:

Solid relationship between communication medium M, advertisers A and the administrative entity S, allowing ample of product placement's potential impact on sales.

Possibility of operation in a plurality of telecommunication media, with the convenience of optional Internet, wireless, instant messaging, interactive television and hand-held equipment features, etc. - A signaling mechanism is employed for clear identification of the availability of the system by the end user customer, encouraging the search for products marketed through product placement. The signaling may be used simultaneously to the product placement event (overlapping images and/or sounds, for example), or further at any moment or place not related to the product placement event.

Means of associating the products with the events in which they have been placed, such as video clips or images extracted from the original event and edited in order to serve as active guides allows the preservation of the original context of the product placement event, further encouraging the potential customer U. The use of images or video in order to reconstruct the original context of the product placement event is an important aspect of the present invention.

- A complete workflow mechanism, allowing the cooperative and simultaneous activities of a plurality of operators, associated with any one of the system's elements (see figure 1).

- The system does not impose advertising or sales strategies. Sales are promoted, but not necessarily effected, by the system or the administrative entity S, providing greater operational flexibility and allowing the exploration of various entities interested in the benefits of product placement supported by a sales promotion mechanism, wherein each entity involved may perform diverse tasks, with optimal efficiency of sales channels and other existent commercial structures. Information is integrated among advertiser A, communication medium M, retail store V and end user customer U.

- Strong association between the original context of the product placement event (i.e., the broadcast or publication exhibited by medium M) and the marketed products, by means of images and/or video, mapped or otherwise, audio clips, time references and means of textual association (names of places, events, scenes, people etc.)

- Means for monitoring the use of the system to search for products, as well as all transactions effected in the system, including the status of sales and purchases effected through/from the system. A system of unique identification codes for ach product and product placement event allows the identification of the event and communication medium that led end customers U to a retail store V in order to purchase or consult, even when the communication medium M is non- interactive and/or the access to the system is done by means of limited telecommunications media such as text messaging and mobile phones.

- Means for a feedback mechanism, including comments and the opportunity for the user U to express his desire to know more about products that were seen in product placement events but have not yet been integrated to the system. Such mechanisms may be an important tool for sales from the system S and for acquiring information directly from potential customers, for the benefit of advertisers A and communication media M.

- Means of additional promotional mechanisms such as reservations, discounts and virtual coupons for the end user U, negotiated through the system between advertisers A and retail stores V, to increase sales and improve associated statistics.

- The system allows the advertisement to be displayed in all communication media, simultaneously if desired, such as printed media, radio, television, motion picture, Internet, streaming and home videos (DVD and VHS), resulting in a powerful and vast sales impact.

- Varied and integrated forms of interaction with the system are possible, including public television, Internet/web, e-mail, mobile phones, instant messaging, printed media, telephone and fax, which prevents target customer restrictions due to lack of access to certain technologies (such as Internet access, for example), and also promotes a more adequate use of each technology or telecommunication service.] - The system does not require the implementation of any new technology by the entities involved (communication medium M and advertiser A) in order to be used and marketed, which is especially advantageous for end users U, who will not be excluded from access. For example, the development and implementation of set-top boxes connected to the receiver of each TV set is not necessary as it was in conventional interactive TV implementations. Specially in cases where there are limited technological resources for direct interaction between end user U and communication medium M like, for example, in the case of printed media or non-interactive television, the distinctive sign that informs the end user U about the availability of the system for the product placement event may be accompanied by a unique identification code, and may further include instructions on how to use the system through means like regular telephone and instant messaging. With the code in hand, an end user U may communicate with the system by text messaging from a mobile cell terminal, Internet web site, voice call center, etc. and obtain information about product placement events and marketed products. In one embodiment, a viewer, as he watches a product placement event identified by the system's distinctive signal which is exhibited together with the unique identification code, may use a cell phone device to send, to an address previously shown or disclosed with the identification code, an SMS text message to the system containing the unique identification code. The system replies, also by means of electronic messages, with a list of products related to the product placement event corresponding to the entered identification code. The end user U may, if desired, interact again with the system by sending a new text message with a specific product code, wich can be replied by the system with more information or even with images (in this case by means of multimedia messages such as MMS). This important feature of the invention allows its use even by end users U without Internet access or other direct means of communication with the system. In the example described, the exchange of messages could be done verbally through a call center instead of SMS text messaging.

The following examples are merely illustrative and are not intended to limit the present invention, whose scope must be determined according to the claims, the whole of these descriptions, and the drawings. Examples

Example — TV program— from the point of view of end Internet user In this example we consider a prominent soap opera broadcast daily on national television by a broadcaster that characterizes, in this example, communication medium M. A famous actor will be seen wearing clothing accessories, e.g. sunglasses, offered by advertiser A. The product placement deal made between advertiser A and communication medium M establishes that the TV screen will be adequately marked with a visual sign that lets viewers know about the availability of the product placement system.

A viewer U who follows the soap opera broadcast by medium M is interested in obtaining information about, or perhaps acquiring, the sunglasses that the famous actor is wearing in some scenes. Recognizing the sign that tells him about the availability of the product placement system associated with the soap opera, the viewer U connects to the Internet website of system S and provides some of the information that he has on the desired product: i.e., broadcaster, program, time, actor's name, character's name, fictitious event in the plot, etc. By means of system S, viewer U is able to identify the products that might have been marketed from the information on the event (time, channel, characters, scene, etc). The system offers to viewer U the possibility of browsing through scenes from the show, from which he can select specific products (in case there are many products in a given scene), by simply pointing to them. In this example, the system displays images or video clips of scenes from the soap opera in which the famous actor can be seen wearing the sunglasses desired by viewer U. Such images may comprise scenes with more than one actor and/or more than one product. For the purpose of clear identification, the viewer points to (in the case of an embodiment involving a web site, the viewer uses a mouse and clicks on) the sunglasses. A possible alternative embodiment uses a dedicated interactive TV channel. The system recognizes, by means of a map previously in the internal system's database, that the viewer pointed to a region on the screen which is registered as corresponding to the product, in this case, the sunglasses' specific maker and model. Once the product is identified, i.e. maker and model, the viewer gets access to detailed information about the sunglasses, including knowledge of other associated products and similar products from the same maker, as well as technical details and location of stores where the product can be purchased. Eventually, a coupon or discount code may be offered by the system, encouraging the viewer to mention the discount at the store at the moment of purchase, which provides information to the system as to the purchasing process, fur the purpose of creating statistics.

Example — TV program— from the point of view of advertiser A and medium M In the example above, it is considered that advertiser A is a manufacturer of clothing accessories that decided to market their new model of sunglasses by product placement in a soap opera nationally broadcast by communication medium M.

Advertiser A and medium M bilaterally establish (relationship AM) which products will be will be marketed in which programs. The product placement deal made between advertiser A and communication medium M determines that the TV program will be marked with a visual sign that will let viewers know about the availability of a product placement system associated with the program.

Advertiser A typically makes previous deals (relationships AV) with retail stores, which could be physical or online. Advertiser A and retail store V determine the quantity of stock of products needed to meet the demands generated by the product placement advertisement. These relationships occur by means of system S (relationships AS and VS). Thus the viewer in the example can, from system S, obtain a list of stores' locations that are selling that specific product from advertiser A. Many forms of discount deals can also be made, between advertiser A and retail store V, in internal relationships AS and VS.

Example — TV program— from the point of view of end user U of cell phone with SMS feature. In this example, we consider a prominent soap opera broadcast daily on national

TV by communication medium M. A famous actor will be seen wearing clothing accessories, e.g. sunglasses, offered by advertiser A. The product placement deal made between advertiser A and communication medium M determines that the TV program will be adequately marked with a visual sign that lets viewers know about the availability of a product placement system associated with the soap opera, and that these visual signs will be accompanied by unique identification codes corresponding to the product placement events.

A viewer U who follows the soap opera broadcast by medium M is interested in obtaining information about, or perhaps in acquiring, the new model of sunglasses worn by the famous actor in some scenes. Recognizing the mark that indicates the availability of the product placement system, viewer U writes down the unique identification code and sends it, by means of text messaging technology SMS available in his cell phone terminal, to an address previously disclosed (it could even have been disclosed during the product placement event), such address corresponding to the SMS interface of system S. The system replies by sending, also via SMS, to the cell phone terminal of viewer U, a list of products associated with that product placement event, in this case the scenes where, among others, the actor and the sunglasses are present. At this stage viewer U could be satisfied with the information obtained about the desired product. Otherwise, he could send another SMS message to the system, this time with a specific product code. With modern messaging technologies like, for example, MMS or multimedia electronic mail for mobile terminals, the system can send not only details in text form but also pictures of products to the cell terminal of viewer U.

Once the product is identified, maker and model, the viewer may request further technical details and stores' locations where the product can be purchased. Eventually, a coupon or discount code may be sent by the system, encouraging the viewer to mention the discount at the store at the moment of purchase, thus providing to the system information on the purchasing process, for the purpose of creating statistics. An additional convenience offered by the system is that, upon reaching retail store V, the viewer will possess all the information (possibly even pictures or video clips) about the desired product at his disposal in his mobile phone terminal.

Description of the figures

Figure 1 shows a schematic diagram that illustrates how the system works. In the diagram, the participants of the operation are organized in classes of "agents", represented in rectangles and identified by a letter code. The central octagon S represents the system that constitutes the invention, in the form of a company that operates the system, which is licensed for its use and provides the technological support required for its operation. The dotted lines, identified by two letters, represent the external relationships of system S. The solid lines identified by two letters, the second of which is "S", represent the internal relationships that occur by means of system S.

Advertiser A is a manufacturer or a products and/or services' agent interested in using product placement advertising for promoting sales of one or more products.

Medium M is a distributor and/or broadcaster of contents, through one or more communication media, in which the product placement events are inserted.

Sales location V is a commercial site, such as a physical or virtual (Internet sales site) store registered in the system, that sells one or more products of one or more advertisers associated with one or more product placement events marketed by one or more communication media M. The end user U is the potential consumer advertiser A's products. End user U is in general a consumer of the contents distributed by communication medium M that uses the system in order to obtain information about products offered in product placement events, motivated by a distinctive sign in the form of images, audio (radio, podcasting) or video clips, among others of the many mechanisms of the system that indicate the possibility of obtaining information.

One or more telecommunication service providers T may participate in the system's operation by providing one or more communication channels for internal relationships, i.e., those that occur between the "agents" by means of system S.

External agent G is the proprietor of a license for partial use of the system's database for the purpose of creating their own content. In some cases, the tasks of communication medium M and external agent G may be performed by just one communication medium. Examples are the publication of a magazine or a television program containing part of the available products' catalog. The system provides means for the advertiser to display products' details, relating them to variations and even other associated products. Means for showing details of programs, articles and other events are provided to communication medium

M. Bilaterally, communication medium M and advertiser A enable the system to offer to potential user U images, video or audio clips, taken from or associated with the product placement event, including the form of "mapped" images. Thus, by operating the system, potential user U can easily recognize the elements or excerpts previously seen on communication medium M, and also be able to distinguish different products in a same excerpt. The diversity of possible communication media facilitates the integration of product placement and regular advertising campaigns in multiple media.

Sales location V retails products manufactured or represented by advertiser A.

This commercial relationship is presumed to have been previously established by a relationship AV external to the system. Once the marketing of products advertised by A by means of communication media M is foreseen, retail store V may obtain information on the nature of the marketed products and the schedule of product placement events to be shown. By means of relationships VS, retail store V not only obtains about product placement of retailed products, but also informs the system whether the product is available within the establishment, i.e., stock information. Based on this information, the addresses of retail stores V are eventually provided to potential end user U who is interested in a product.

Telecommunication service providers T interact with the system providing to all users means for remote access to the system. Examples are Internet structure and messaging services between system S and its users (end users U and operators associated with the other "agents" — advertisers A, communication media M, retail stores V, external agents G and telecommunication service providers T).

Following the notation of the diagram in figure 1 , it is possible that the same "agent" represents more than one "task". For example, it is reasonable to consider the following situations:

- A communication medium M, which shows product placement events, may also act like external agent G, publishing products' catalogs (for example, product placement event broadcast on TV and catalog published in printed form, both media controlled by the same company M). - A telecommunications provider, such as a cell mobile phone operator, may act as a telecommunication service provider T as well as an advertiser A by inserting a product or service, such as new rates, in a product placement event shown on medium M. - Some of the "agents" (advertisers A, communication media M, retail stores V, external agents G and telecommunications providers T) may also be the company that controls system S.

The three examples above do not exclude the other many alternatives and possibilities of assigning "tasks" to the "agents".

We will now present examples of possible relationships among "agents", divided in three categories. Internal actions are those that relate only to one "agent" such that they do not constitute "relationships", but internal measures that precede or derive from relationships with other actors. External relationships are the ones that occur between "agents", without direct interaction with the system, whereas internal relationships are the ones that occur by means of the system.

Examples of internal actions of advertiser A:

• Deciding to advertise by product placement.

• Choosing which products will be advertised by product placement. • Choosing to operate with mobile phone service provider T.

• Choosing to operate with services provided by external agents G.

• Choosing exchange information with retail stores V.

• Sending e-mails or informative letters to end users U. Examples of internal actions of communication medium M: • Deciding to participate in product placement advertising.

• Selecting the programs for product placement.

• Making the process of creation and production adequate for the insertion of product placement advertising (inserting the distinctive sign on product placement event's images or videos). • Making image and video material available (TV shows, contents, magazines, etc.)

• Partially operating the system, and managing its contents.

• Negotiating and contracting services provided and services received. Examples of internal actions of retail stores V: • Selecting and providing before the imminent product placement advertising of products sold by retail store V.

• Confirming search for products by means of codes generated by the system. • Insertion of information in the system with the codes generated by the system, for issuing memos concerning discounts or product reservations made by potential end users U. Examples of internal actions of end user U:

• Connecting to web service. • Searching and acquiring products in physical stores or online and using the codes generated by the system to obtain discounts.

• Requesting information to the system, such as addresses and phone numbers, as well as images and video clips for mobile phones.

• Choosing to receive information by e-mail, such as discounts, new product releases and change of passwords, sent by the system.

Examples of internal actions of telecommunication service provider T:

• Sending text information, pictures and videos by mobile phone technology to end users U and all the other "agents" that need to communicate with other "agents" by SMS technology. Examples of internal actions of external agents G:

• Buying contents of the system to be used in their own business (advertising agencies and online auctions), as consumer profile memos and search for product categories.

• Developing technology in order to interact with the system's database such as browsers for cell phones and handheld computers, and sending

SMS. Examples of internal actions of company that controls system S:

• Managing the system.

• Issuing and granting of passwords. • Helping the system's operators (associated with any of the "agents).

Examples of possible internal relationships AS between advertiser A and system S:

• Making detailed pictures and specifications available, as well as informative "FAQs" about products directly involved in product placement and also about secondary products directly related to the main products (products shown on the pictures).

• Informing about existent discounts and giving instructions as to how to use discount codes at the retail stores V. • Promoting a customer service system by the company that manages system S, in which an end user may access informative "FAQs", send comments or suggestions or receive help online in chat rooms. Examples of possible internal relationships MS between communication medium M and system S: • Making excerpts of pictures and video clips taken from programs available, wherein products are included for advertising. These pictures and video clips should be available in the system's database also in mobile phone formats.

• Operating the system, such as mapping images and updating contents. • Marketing the product placement concept and the distinctive sign that will indicate the availability of the system in the communication medium.

• Promoting a customer service system by the company that manages system S, in which an end user may access informative "FAQs", send comments or suggestions or receive help online in chat rooms.

Examples of possible internal relationships TS between telecommunication service providers T and system S:

• Sending picture, video and text message files (SMS, MMS) received by administrator system S and forwarding to the phones requested by the system.

• Sending messages to the administrator system S with the identification code generated by the very administrator system, so that the administrator system can issue the files to telecommunication service providers T, who will send the final file for consultation by the end user of the system (an authentication service to ensure that the user will not reclaim a paid service, since his own cell phone will confirm the service request).

Examples of possible internal relationships US between end user U and system S: • End user U interacts with administrator system S to search for products previously presented by communication media or seen upon browsing the system.

• End user U looks into purchase options of the products presented by the administrator system (list of stores' locations and payment options).

The administrator system may be available on the Web or even inside a physical media, e.g., DVD, CD, etc. (in cases where the search uses the DVD).

• The company that controls system S provides a customer service center and FAQs to the users, who will then obtain information on products and this information is made available by makers and advertisers.

• The system offers end user U the option of searching by mobile phone technology, and thus the telecommunication service provider T establishes a connection with the cell phone registered by user U every time he requests service, and the telecommunication service provider T may send the complete search results as pictures, video clips and/or text messages, in case the user's device can handle video and picture technology.

• End user U may use and benefit from discount/reservation codes (random or otherwise) generated by the system to purchase at retail store V, which be either a physical or a virtual store. Examples of possible internal relationships GS between external agent G and system S:

• External system agents G are responsible for the purchase of contents from administrator system S and for the development of new technologies related to the system (such as applications that access the system, applications for specific devices like handhelds, etc.)

• External agents G as online auctions of products that appear in programs where the product placement occurs. • External agents G as advertising agencies interested in contacting advertisers A that participate in the system administrator of the product placement advertising, and initiating studies to improve sales impact of product placement. The administrator system may provide information about advertisements to agencies. Examples of possible internal relationships VS between retail store V and system S:

• Upon completion of a purchase, i.e., when an end user, after finishing his search for products in the system, searches for stores' locations V and uses discount or reservation codes, the transactions are added to the volume of sales and visits from end users.

• System integration allows the calculation of total amount of purchases at the stores, thus assessing the profitability of investments made in product placement in terms of sales at retail stores V. • Registered retail stores are defined by the advertisers (relationship AV) and may enter the system at any time in order to make their contact information available, e.g. physical or web addresses. Examples of possible external relationships GT between external agents G and telecommunication service provider T: • A telecommunication service provider T, such as a mobile phone operator, may receive information from external agent G as a means of making services developed by external agent G, such cell phone browsers, available to customers.

Examples of possible external relationships GA between external agent G and advertiser A :

• Advertising agencies G with access to the system's data (relationships GS) may offer consultation services related to product placement as a means for advertisers A to achieve more success in their product placement campaigns. Agency G may also take the task of an advertiser and manage the whole campaign for the actual advertiser.

• Online auction sites G may become interested in exhibiting and auctioning the products that will be part of the product placement campaign.

Examples of possible external relationships UV between end user U and retail store V:

• The user visits (either physically or virtually) a retail store in order to acquire a product.

Examples of possible external relationships UT between end user U and telecommunication service provider T: • The mobile phone company T sends the search results to end users U by means of the logic explained in relationship TS, wherein a code that is sent from U to T is authenticated by the administrator system that authorizes provider T to send files with search results to the user's terminal.

Examples of possible external relationships UM between end users U and communication medium M:

• End user U interacts with communication medium M: i.e., watches TV, reads paper or magazine, sees an ad on a billboard. Examples of possible external relationships MT between communication medium M and telecommunication service provider T:

• The mobile phone operator T negotiates with communication medium M the rates that will apply to end users and advertisers.

Examples of possible external relationships AM between advertisers A and communication medium M:

• Selection of advertiser A's products to be advertised, and of communication media M's programs and publications in which products will be advertised.

Examples of possible external relationship A V between advertisers A and retail stores V:

• Advertiser A informs retail stores V about the system administrator of product placement advertising S, requesting registration and training for its use.

Figures 2 to 8 show only some of the possible embodiments of the distinctive sign, although there are other embodiments envisioned for this invention. In general, the distinctive sign is defined as a means to guide or connect the end user to the media where the product placement event occurs. Accordingly, the distinctive sign may comprise a plurality of elements, such as a commercial video/audio clip, radio spot, podcasting, text messaging (SMS, MMS), e-mails, banners, pop-ups used on the Internet or in any other kind of medium. The distinctive sign may also acquire printed form, such as, for example, a flyer, billboard, newspaper or magazine covers, etc. The distinctive sign may appear on any kind of medium, which need not be related to the product placement event. The invention also comprises using the distinctive sign as an advertisement in any event whatsoever, which need not be related to the product placement event such as, for example, a before a movie show, during commercial messages, radio or TV broadcasts, Internet, DVDs, cell phones, etc.

Figure 2 shows a possible embodiment of the distinctive sign associated or not to the product placement event. In the examples to follow, the distinctive sign is represented by numbered octagons. The first example refers to a generic case over a picture or video. Octagons 1 to 8 are located outside of the image, whereas octagons 9 to 12 partially overlap the image.

Figure 3 shows an embodiment of the invention in which the distinctive sign (shown as an octagon in the example) is applied over animated pictures (video). In the example, a product (shown as a shirt) in motion is constantly followed by the distinctive sign.

Figure 4 shows an embodiment of the invention in which the distinctive sign is applied over animated images (video). In the example, the image of a product is in motion, whereas the distinctive sign remains in the same position outside of the image.

Figure 5 shows exemplary embodiments of the distinctive sign applied to a publication in printed form, such as, for example, magazines, newspapers, flyers, folders, billboards, busdoors, etc. Figure 6 shows exemplary embodiments of the distinctive sign applied on a screen for video display such as, for example, a monitor or TV screen.

Figure 7 shows exemplary embodiments of the distinctive sign applied on a screen for video display such as, for example, a monitor or video display, during the presentation of information such as, for example, TV or DVD-V menus. Figure 8 shows exemplary embodiments of the distinctive sign applied to an Internet application such as a website.

Figures 9 to 153 present an exemplary embodiment of the system. Some of the elements shown in some of the following figures are repeated in most of the other figures, and therefore will be presented just once in figure 10. In the exemplary embodiment of the invention presented in figures 9 to 153, the operation of the system is organized with respect to the "agents" described in figure 1 — advertisers A, communication media M, retail stores V, end user U, external agents G and providers T. For each "agent" that is part of the system there is one or more associated users/operators, whose access to the system is restricted by user privilege policies. Each operator is required to log into the system before any work session, and has all of their actions logged for security reasons.

Figure 9 shows a possible embodiment of the system's authentication mechanism. All users registered in the system, associated with any of the "agents" shown in figure 1, possess authentication elements, such as user name and password and/or dynamic keys and/or biometric methods. In the embodiment suggested in figure 9, fields 9.1 allow the insertion of authentication information, by means of a virtual keyboard system 9.2 already known from banking applications of the "Internet Banking" kind. Interface elements common to most screens in the embodiment are shown in figure 10. An informative region 10.1 is provided for the permanent exhibition of the "position" of the current screen within the system's hierarchy. A set of browser controls 10.2 enables direct access to higher levels of the system's hierarchy, within the limits allowed according to the according to the access policies established in the authentication process.

Another recurrent element is control 10.6 that gives direct access to the operator support/help subsystem, available to all operators on every screen, serving also as communication channel for complaints and suggestions to the company that manages system S. Figure 10 shows an embodiment of the initial screen for operators that are associated with advertisers A. A menu 10.5 of options available to the operator allows direct access to all authorized operations. A visualization region associated with browser control 10.3 serves to inform the operator about the existence of unread messages and other tasks to be performed in the message subsystem, and further provides means of direct access to the screens where all of these tasks are performed. In this embodiment, an informative field 10.4 registers data, such as, for example, date, time and web addresses corresponding to the last access made by the operator, offering an additional security measure by requesting information to be matched with information of the last access, a common measure taken in secure access systems such as "Internet Banking".

Figure 1 1 illustrates an embodiment of the system's "1.1.1" screen. On this screen, there are fields 11.2 for reading and editing data such as brand and logo 1 1.1 in graphic form. Means 11.3 for changing username and password are provided and a control 11.4 to confirm the operation. In this particular embodiment, the effectiveness of this screen is conveniently reproduced in equivalent screens, corresponding to operators associated with the other "agents".

Figure 12 illustrates an embodiment of the system's "1.1.2" screen. On this screen, there are fields 12.1 for editing company information including the name of a person in charge. Detailed information may be entered and edited with form 12.2 and confirmation controls 12.3. In this particular embodiment, the effectiveness of this screen is conveniently reproduced in equivalent screens, corresponding to operators associated with the other "agents", except for end user U.

Figure 13 illustrates an embodiment of the system's "1.1.3" screen, whose function is to register advertiser's A products. Form 13.1 registers images of the product, classification and brief description of the product and coding used by the manufacturer or retailer of the product; the operation of registration may be cancelled or confirmed by confirmation controls 13.2. Form 13.4 registers optional information on prices and discounts, as well as explanations of these prices and discounts. Browser control 13.4 guides the user to screen "1.5.3" where the registration of the product can be completed with the creation of questions and answers to the end user U customer service subsystem. A mechanism for searching registered products 13.5 by code or name is also provided.

Figure 14 describes an embodiment of the system's "1.1.4" screen that registers contracts made by advertiser A. Form 14.1 allows the operator to choose the products previously registered and determine quantities per offered services, which can include franchising of number of visits and clicks associated with each registered product, to be requested for each product. Filling out form 14.1 takes the operator to new system contracts, each identified by a unique code. The display region 14.2 provides means of access to a backlog of past contracts.

Figure 15 illustrates an embodiment of the system's "1.1.5" screen that provides management of product placement. Table 15.1 shows the number of times each product was accessed, as well as the number of mouse clicks and visits that are left until the product is inactive due to the termination of the credits previously contracted. Figure 16 illustrates an embodiment of the system's "1.2.1" screen that provides access to information about end users U access and description of products registered in the system. The information accessed by each operator is relative to each "agent" and their activities within the system. In this particular embodiment, the effectiveness of this screen is conveniently reproduced in equivalent screens, corresponding to the operators associated with the other "agents".

Figure 17 illustrates an embodiment of the system's "1.2.2" screen, showing a log of customer profiles associated with demographic data on the graphic/textual visualization region 17.1.

Figure 18 illustrates an embodiment of the system's "1.2.3" screen, showing an exemplary log of activities ordered by message transmission on the graphic/textual visualization region 18.1.

Figure 19 illustrates an embodiment of the system's "1.3.1" screen, whose function is to hire services to be provided by the company that manages system

S. The choice is made in a form 19.1 that comprises a menu of available services. The options chosen on this screen are reflected in the system's charge proceedings, which can be found on screen "1.4.1". In this embodiment, the efficiency of this screen is reproduced in equivalent screens, corresponding to the operators associated with the other agents, except for end user U, provider T and external agent G.

Figure 20 illustrates a realization of the system's screen "1.4.1", used to access bills due to be paid as well as bills that have already been pais. The screen allows the user to select witch bills are to be searched for in region 20.1. The search can be filtered with respect to document number and time period. In this embodiment, the general concept of this screen is reproduced in equivalent screens, corresponding to the operators associated with retail stores V and external agent G.

Figure 21 illustrates a realization of the system's screen "1.4.2", which provides a mechanism of search and visualization of payment receipts by form 21.1. In this embodiment, the general concept of this screen is reproduced in equivalent screens, corresponding to the operators associated with retail stores V and external agent G.

Figure 22 illustrates a realization of the system's screen "1.4.3". By filling form 22.1, the operator can see the costs for the operation and management of the product placement advertising, and, if the company agrees to be liable, clicking the button will generate a contract with prices of the products and the services provided as shown on the screen "1.1.4", so that the contracts can be calculated with the values agreed upon by the parts. The manager company S authorizes the prices agreed upon by the parts after the receipt of the contract issued by the system, and enables a table containing contract options in form 22.1. In this embodiment, the general concept of this screen is reproduced in equivalent screens, corresponding to the operators associated with retail stores V and external agents G.

Figures 23, 24 and 25 illustrate a possible realization of the system's screens "1.5", which correspond to the system's several help subsystems, with respect to operating the system and also with respect to registered products. This "help center" may be accessed from any other screen, by means of browser controls 10,2 or by means of control 10.6, available in all of the system's screens as illustrated by figure 10. The general concept of the "help center" subsystem is reproduced in modules of the system corresponding to the operators associated with all the agents, with variations in content according to the needs of each operator and each module. The "help center" has, in every module, the main goal of providing a step-by-step complete help to the system's operator, wherein the operator can look for clarifications and also have access to online technical support.

Figure 23 illustrates a realization of the system's screen "1.5.1". This screens provides access to help resources for the operation of the system, such as proceedings, filling forms correctly, examples and links to other sources of help. The help provided is in accordance with the access restrictions and function of the user. The options referring to questions or complaints are divided in steps that can be selected through browser control 23.1. The result of this selection is presented on visualization region 23.2., with explanations referring to how the system works with respect to the selected option. The operator can open, by means of control 23.2, animated or static examples of how to fill out a form or how to use the system. Further clarifications may be requested, by means of form 23.4, which allows the sending of messages to the support room. For emergency cases, browser control 23.5 guides the operator to an online chat environment with representatives of the manager company S available for technical support. In this embodiment, the general concept of this screen is reproduced in equivalent screens, corresponding to the operators associated with the other agents, except for end user U.

Figure 24 illustrates a possible realization of the system's screens "1.5.2". With this screen, the operator can interact, in real time, with technical support representatives of the manager company S. In the example shown, the interaction occurs by means of a chat system from dynamic form 24.1. In this embodiment, the general concept of this screen is reproduced in equivalent screens, corresponding to the operators associated with the other agents, except for end user U. Figure 25 illustrates a realization of the system's screen "1.5.3", by means of which the system's operators associated with an advertiser A can program the automatic subsystem of frequently asked questions (FAQ), a necessary step for the completion of product registration on screen "1.1.3" (see browser control 13.4 in the description of figure 13). Form 25.1 allows the selection of a previously registered product or a product at a final stage of registration for creating, eliminating or editing the set of questions and answers by means of form 25.2. The set of questions and answers will feed the "help center" subsystem available to user U. In the embodiment shown, the questions and answers associated with a product may be grouped under arbitrary titles. Upon the programming of questions and answers for the respective product, its registration may be completed (control 25.3). The suggested screen further includes a search tool 25.4.

Figures 26 to 31 illustrate a possible realization of the system's screens "1.6", which make up the interface with the message subsystem. The "message center" is the part of the system that provides communication between operators registered in the system. The modules, corresponding to each of the system's agents (see figure 1), may exchange messages among themselves, except for end user module U, which will be able to communicate with the customer service center by means of the manager company S using screen "6.5.2". In this embodiment, the general concept of the message system's screens is reproduced in the modules corresponding to the other agents of the system.

Figure 26 illustrates a realization of the system's screen "1.6.1". This screen provides a list of received messages that can be read on a reading panel, and the controls in form 26.1 enable the actions of users with respect to the messages. In this embodiment, the general concept of this screen is reproduced in equivalent screens, corresponding to the operators associated to the other agents.

Figure 27 illustrates a realization of the system's screen "1.6.2". Form 27.1 provides a list of sent messages and controls for the actions of users upon the messages. In this embodiment, the general concept of this screen is reproduced in equivalent screens, corresponding to the operators associated with the other agents.

Figure 28 illustrates a realization of the system's screen "1.6.3". This screen provides the means necessary to send messages by form 28.1, for one or more users of the system. In this embodiment, the general concept of this screen is reproduced in equivalent screens, corresponding to the operators associated with the other agents.

Figure 29 illustrates a realization of the system's screen "1.6.4", which gives to the operator, by form 29.1, access to search tools within sent or received messages. In this embodiment, the general concept of this screen is reproduced in equivalent screens, corresponding to the operators associated with the other agents.

Picture 30 illustrates a realization of the system's screen "1.6.5", whose form 30.1 gives access to parameters of the message subsystem that can be adjusted by the user. Figure 30 shows a realization in which the user may define an e-mail address to redirect all received messages. In this embodiment, the general concept of this screen is reproduced in equivalent screens, corresponding to the operators associated with the other agents.

Figure 31 illustrates a realization of the system's screen "1.6.6". Form

30.1 enables the operator to search for other users registered in the system, for the purpose of eventually sending messages. In this embodiment, the general concept of this screen is reproduced in equivalent screens, corresponding to the operators associated with the other agents.

Figures 32 to 34 illustrate a realization of the system's screens "1.7", which correspond to control of access to the system. Access control settings may be altered by operators with administrator status within each system module (relative to an agent). In this embodiment, the general concept of this screen is reproduced in equivalent screens, corresponding to the operators associated with the other agents, except for the module corresponding to end user U.

Figure 32 illustrates a realization of the system's screen "1.7.1". An operator having the proper privileges can, by means of form 32.1, create, alter and eliminate other users associated with a specific group registered in the system. This picture and its general concept will be present in all modules of the system, except for the end user module.

Figure 33 describes a realization of the system's figure "1.7.2". An operator having the proper privileges can attribute rights of access to other users of his group or company. In this embodiment, a tabular control 33.1 enables the activation or deactivation of access, of one or more users, to the system's screens, whereas control

33.2 enables the confirmation or cancellation of the modifications that have been done. In this embodiment, the general concept of this screen is reproduced in equivalent screens, corresponding to the operators associated with the other agents, except for the module corresponding to end user agent U.

Figure 34 illustrates a realization of the system's screen "1.7.3". By using tabular control 34.1, a user with the proper privileges may access logs of transactions and other internal operations of the system, for the purpose of audits and investigations. In this embodiment, the general concept of this screen is reproduced in equivalent screens, corresponding to the operators associated with the other agents, except for the module corresponding to end user agent U.

Figure 35 shows a realization for the initial screen for the operators associated with communication media M, providing direct links to all authorized operations. Its general concept corresponds to the initial screen described in figure 10 for the advertiser A module.

Figures 36 and 37 illustrate a realization for the system's screens "2.1.1" and "2.1.2". Their general concept corresponds to screens "1.1.1" and "1.1.2" for the advertiser A module, in figures 12 and 13.

Figure 38 illustrates a realization of the system's screen "2.1.3", which comprises tabular controls for the registration of events, samples and sub-samples by means of which the product placement advertising is propagated, such as, for example, soap opera sets, recording locations, actors, television programs, magazines and DVDs. This embodiment suggests a possible strategy of registration organized by event, sample and sub-sample. Other types of organization are possible, always with the goal of consistently establishing a link between products and their respective product placement events, with the use of images and/or sounds shown on occasion in specific media associated with intrinsic information about the event. In the example of figure 38, forms 38.1, 38.2 and 38.3 enable the exact classification of a product placement event in which a certain product is shown. For example, a shoe (the product) shown in a movie or TV show (the event) may appear at more than one moment during the program. In order to identify each moment a subdivision is used, in the form of samples, which may correspond to a specific location or region where the recording took place, for example, and a further level of detail, the character may be identified by means of a sub-sample. The registration of products in events and the samples complement the registration of product features made on screen "1.1.3" and the mapping of the images.

Figure 39 illustrates a realization of the system's screen "2.1.4". Form 39.1 allows the association of an image, corresponding to a product placement event or sample, with each one of the products that appear in the said image. Those images could be either static pictures or video clips, and visual identification elements that surround or overlap static and dynamic objects could be employed. Form 39.1 further provides means for inputting free notes and comments for an eventual improvement of the system's efficiency. Form 39.2 provides means of saving and loading video files, whereas form 39.3 suggests a direct backup loading mechanism based on the pre- registered product identifier. An advanced search, based on a variety of criteria, is possible by means of search form 39.4. The registration process may be confirmed by means of control 39.5, which orders the inclusion of data and images on the internal system's database. The establishment of a bond between products and images complements the setting of product features made on screen "1.1.3" (figure 13), the classification in events and samples on screen "2.1.3" (figure 38) and the image mapping on screen "2.1.5" (figure 40). Figure 40 illustrates a realization of the system's screen "2.1.5", whose function is to provide the means for the mapping of the images registered on screen "2.1.4" (figure 39). In this embodiment, a tabular control with scrolling 40.4 creates a line of images and video that await to be mapped for the insertion on database. This control expresses one of the important features of the system, which is workflow management, enabling different operators to work in different layers of a same process such as, for example, an operator saving and loading images by means of screens "2.1.3" and "2.1.4" (figures 38 and 39), while another operator works on mapping, utilizing as prime matter the product of the first operator, in the form of images that are made available by means of control 40.4. The image selected by means of control 40.4 may be linked to a graphic map by means of the mapping subsystem 40.1, which enables the operator to define and register contours of products that appear on the image. Images that have already been mapped may have their maps reworked or edited, an operation that is requested by quick search form 40.2, and the same concept applies to video files by means of form 40.3.

Figure 41 illustrates a realization of the system's screen "2.2.1", which provides means for an operator to select report types and subsequent display thereof, such as exemplified on form 41.1.

Figure 42 presents a realization of the system's "2.3.1" screen, intended to aid the process of hiring the services provided by the company that controls system S, by operators associated with communication media M. Its general concept is associated with the advertiser module's initial screen described on picture 19. Figure 43 illustrates a realization of the system's screen "2.4.1", by means of which an operator associated with communication media M may obtain information about established contracts, as well as about the amount income of the system's company that manages the system. Figure 44 illustrates a realization of the system's screen "2.4.2", by means of which an operator associated with communication media M may obtain information about percentage amounts transferred from managerial company S to communication media M in accordance with established contracts.

Figure 45 illustrates a realization of the system's screen "2.4.3", by means of which an operator associated with communication media M may obtain information on price tables defined by managerial company S, with percentage amounts due for services provided by the system that maintains the product placement program.

Figure 46 illustrates a realization of the system's screen "2.5.1". This screen provides access to sources of help in the operation of the very system, such as proceedings, explanation of the forms, examples and links to other sources of help. Its general concept is associated with the advertiser module's screen "1.5.1" described on figure 23.

Figure 47 illustrates a realization of the system's screen "2.5.2". Its general concept is associated with the advertiser module's screen "1.5.2" described on figure 24.

Figures 48 to 53 illustrate a possible realization of the system's screens "2.6", which represent the interface with the message subsystem to operators associated with communication media M. Its general concept is associated with the advertiser module's screens "1.6" described on figures 26 to 31. Figures 54 to 56 illustrate a possible realization of the system's screens "2.7", which represent access control of the system to operators associated with communication media M. Its general concept is associated with the advertiser module's screens "1.7" described on figures 32 to 34.

Figure 57 presents a realization of the initial screen for operators associated with retail stores V that provides direct access to all of the authorized operations. Its general concept is associated with the advertiser module's initial screen described on figure 10.

Figures 58 and 59 illustrate a realization of the system's screens "3.1.1" and "3.1.2". Its general concept is associated with the advertiser module's screens "1.1.1" and "1.1.2" described on figures 12 and 13. Figure 60 illustrates a realization of the system's screen "3.1.3", which provides means for validating discount and search codes, used for the association of a product selected by consumer U with an eventual (either physical or virtual) visit to retail store

V, with the goal of providing to retail stores V means for assessment of returned investments made in product placement campaigns.

Figure 61 illustrates a realization of the system's screen "3.2.1". Form 61.1 provides reports to the operators associated with retail stores V such as, for example, on the number of times a store has been visited or search for by potential consumers U.

Figure 62 illustrates a realization of the system's screen "3.2.2". Form 62.1 provides reports to the operators associated with retail stores V such as, for example, the number of times that discount/search codes/coupons have been used by potential consumers U, as well as the financial return assessment.

Figure 63 illustrates a realization of the system's screen "3.3.1" intended to aid the process of hiring the services to be provided by the system's managerial company S. to operators associated with retail stores V. Its general concept is associated with the advertiser's module initial screen described on picture 19.

Figures 64 to 66 illustrate a realization of the system's screens "3.4.1", "3.4.2" e "3.4.3". Its general concept is associated with the advertiser module's screens "1.4.1", "1.4.2" and "1.4.3" described on pictures 20, 21 and 22. Figure 67 illustrates a realization of the system's screen "3.5.1". This screen provides access to sources of help in operating the very system, such as proceedings, explanation of forms and links to other sources of help. Its general concept is associated with the advertiser module's screen "1.5.1" described on figure 23.

Figure 68 illustrates the realization oh the system's screen "3.5.2". Its general concept corresponds to the advertiser module's screen "1.5.2" described on figure 24.

Figures 69 to 74 illustrate a possible realization of the system's screens "3.6", which represent the interface with the message subsystem to the operators associated with retail stores V. Its general concept corresponds to screens "1.6" described on figures 26 to 31 for the advertisers' module. Figures 75 to 77 illustrate a possible realization of the system's screens "3.7", which represent access control to the system to operators associated with retails stores V. Its general concept corresponds to the advertiser module's screens "1.7" described on figures 32 to 34. Figure 78 illustrates a realization of the initial screen intended for operators associated with telecommunication service providers T, providing direct link to all of the authorized operations. Its general concept corresponds to the advertiser module's initial screen described on figure 10. Figures 79 and 80 illustrate realizations of the system's screens "4.1.1" and

"4.1.2". Its general concept corresponds to the advertiser module's screens "1.1.1" and "1.1.2" described on figures 12 and 13.

Figure 81 illustrates a realization of the system's screen "4.2.1". Form 81.1 provides reports to operators associated with telecommunication service providers T, such as statistics of services used by region or by age of potential consumers U.

Figure 82 illustrates a realization of the system's screen "4.2.2". Form 82.1 provides reports to operators associated with telecommunication service providers T such as, for example, statistics of services used by city.

Figure 83 illustrates a possible realization of the system's screen "4.4.1", by means of which an operator associated with telecommunication service providers T may obtain information on quantity of services utilized and its respective prices, which constitute the basis for the calculation of charged amounts.

Figure 84 illustrates a possible realization of the system's screen "4.4.2", by means of which an operator associated with telecommunication service providers T may obtain information on percentages of services provided by the system that manages the product placement campaign.

Figure 85 illustrates a possible realization of the system's screen "4.4.3", by means of which an operator associated with telecommunication service providers T may obtain information on percentages of services provided by the system that manages the product placement campaign.

Figure 86 illustrates a realization of the system's screen "4.5.1". This screen provides access to sources of help in the operation of the very system, such as proceedings, explanation of forms, examples and links to others sources of help. Its general concept corresponds to the advertiser module's screen "1.5.1" described on figure 23.

Figure 87 illustrates a realization of the system's screen "4.5.2". Its general concept corresponds to the advertiser module's screen "1.5.2" described on figure 24.

Figures 88 to 93 illustrate a possible realization of the system's screens "4.6", which represent the interface with the message subsystem to the operators associated with telecommunication services providers T. Its general concept corresponds to the advertiser module's screens "1.6" described on figures 26 to 31.

Figures 94 to 96 illustrate a possible realization of the system's screens "2.7", which represent access control of the system to the operators associated with telecommunication service providers T. It general concept corresponds to the advertiser module's screen "1.7" described on figures 32 to 34.

Figure 97 illustrates a realization of the initial screen intended for operators associated with external agents G, providing direct link to all of the authorized operators. Its general concept corresponds to the advertiser module's initial screen described on figure 10.

Figure 98 and 99 illustrate a realization of the system's screens "5.1.1" and "5.1.2". Its general concept corresponds to the advertiser module's screens "1.1.1" and "1.1.2" described on figures 12 and 13.

Figure 100 illustrates a realization of the system's screen "5.2.1". Form 100.1 provides reports to operators associated with external agents G such as, for example, the use of services by region or by age with respect to potential consumers U.

Figure 101 illustrates a realization of the system's screen "5.2.2". Form 101.1 provides reports to the operators associated with external agents G such as, for example, the use of services by city. Figures 102 to 104 illustrate a realization of the system's screens "5.4". Its general concept corresponds to the advertiser module's screens "1.4" described on figures 20 to 22.

Figures 105 and 106 illustrate a realization of the system's screens "5.5.1" and "5.5.2". Its general concept corresponds to the advertiser module's screens "1.5.1" and "1.5.2" described on figures 23 and 24.

Figures 107 to 112 illustrate a possible realization of the system's screens "5.6", which represent the interface with the message subsystem for operators associated with external agents G. Its general concept corresponds to the advertiser module's screens "1.6" described on figures 26 to 31. Figures 113 to 115 illustrate a possible realization of the system's screens "5.7", which represent access control of the system to the operators associated with external agents G. Its general concept corresponds to the advertiser module's screens "1.7" described on figures 32 to 34. Figure 116 illustrates a realization of the initial screen intended for the operators associated with the company that manages system S, providing direct link to all of the authorized operations. Its general concept corresponds to the advertiser module's initial screen described on figure 10. Figure 117 illustrates a realization of the system's screen "6.1.1". Its general concept corresponds to the advertiser module's screen "1.1.1" described on figure 12.

Figure 118 illustrates a realization of the system's screen "6.2.1", which provides means for an operator to select types of report and subsequent display thereof, as demonstrated by form 118.1. Figure 119 presents a realization of the system screen "6.3.1", intended to the editing of contracts over services provided by the managerial company S. The contracts are edited by means of a selection of options displayed by form 119.1, whose data also feed a financial subsystem that is reflected on the screens "x.4.1" of due charges with respect to services chosen on the different modules. Figure 120 illustrates a realization of the system's screen "6.4.1", by means of which an operator associated with the managerial system S may obtain information on signed contracts, as well as the corresponding amounts to be transferred to the remaining agents.

Figure 121 illustrates a realization of the system's screen "6.4.2", by means oh which an operator associated with the company that manages the system S may obtain information on the amounts agreed upon over services that are purchased by the managerial system S, and the amounts agreed upon among the parts until the calculations and reports are issued.

Figure 122 illustrates a realization of the system's screen "6.4.3", by mean of which an operator associated with the managerial system S may register tables of prices with the percentage amounts over services provided by the system for the product placement campaign. The price tables are organized by the modules corresponding to each of the system's agents (see figure 1). Form 122.1 corresponds to advertisers A, form 122.2 to retail stores V, form 122.3 to telecommunication service providers T and, finally, form 122.4 to external agents G.

Figure 123 illustrates a realization of the system's screen "6.5.1", by means of which operators associated with the company that manages the system S as a technical support representative may have access to resources of help in the operation of the very system. Figure 124 illustrates a realization of the system's screen "6.5.2", by means of which operators associated with the company that manages the system S as a technical support representative may have access to the help centers of the remaining modules, further providing help and checking questions raised in all of the other operators' modules. The help per se occurs by means of screen "6.5.3" (figure 125).

Figure 125 illustrates a realization of the system's screen "6.5.3", by means of which operators associated with the company that manages the system S as a technical support representative may effectively operate a help center. Form 125.1 enables the support operator to remotely reply to messages with operators' questions, which are outputted with comments with the locations accessed within the system by the operator until the request for support. Form 125.2 provides means for interaction between technical support operators and the other operators of the system that are making simultaneous use of the system at a certain moment, by means of a chat tool, further providing resource for the visualization of the locations accessed of each intervening operator.

Figures 126 to 131 illustrated a realization of the system's screens "6.6", which represents the interface with the message subsystem to the operators associated with the company hat manages the system S. Its general concept corresponds to the advertiser module's screens "1.6" described on figures 26 to 31. Figures 132 to 134 illustrate a realization of the system's screens "6.7.1" and

"6.7.3", which represent access control of the system to the operators associated with the company that manages the system S. Its general concept corresponds to the advertiser module's screens "1.7.1" and "1.7.3" described on figures 32 to 34.

Figure 135 illustrates a realization of the system's screen "6.7.4", by means of which operators associated with the company that manages the system S may send invitations such that future participants be authorized, according to an invite only policy, wherein only companies invited by the managerial company may have access to the system.

Figure 136 illustrates a realization of the system's screen "6.7.5", by means of which operators associated with the company that manages the system S may manage, by means of tabular control 136.1, the activities of all of the system's operators, and authorizations thereof.

Figure 137 illustrates a realization of the system's screen "6.7.6", by means of which operators associated with the company that manages the system S may manage, by means of tabular control 137.1, the activities of all end users U, and authorizations thereof.

Figure 138 illustrates a realization of the initial screen intended for end users or consumers U, previously registered into the system. Menu 138.1 with options available to consumers provides direct link to all of the authorized operations.

Figure 139 illustrates a realization of the system's screen "7.1.1", comprising a menu of authorized options 139.1, a menu of links to product placement 139.2 and a form 139.3 for the editing of personal profiles, including users' U passwords. Figure 140 illustrates a realization of the system's screen "7.1.2", comprising forms 140.1 by means of which visiting operators may register in order to obtain complete access to the system as end users (and potential consumers) U.

Figure 141 illustrates a realization of the system's screen "7.1.3", comprising form 141.1, by means of which previously registered users U may manage "albums", which are collections generated by the log of previous and current searches, which can be saved and arbitrarily organized under user's U control.

Figure 142 illustrates a realization of the system's screen "7.1.4", which provides to previously registered users U means for sending albums (see figure 141 , screen "7.1.3") to persons registered or otherwise as operators of the system, by means of form 142.1, with features associated with the system's communication technology, such as electronic mail and text messages in cell phone equipment.

Figure 143 illustrates a realization of the system's screen "7.1.5", which provides to previously registered users U means for sending invitations to potential new users of the system, by means of form 143.1, with options of whichever communication technology associated with the system, such as textual or electronic messages for cell phone equipment.

Figure 144 illustrates a realization of the system's screen "7.2.1", which provides to previously registered users U means for receiving a log of previous searches.

Figure 145 illustrates a realization of the system's screen "7.3.1", which enables previously registered users U to specify a message system, such as an electronic mailbox, to which the system will forward all messages generated and/or received by the system.

Figure 146 illustrates a realization of the system's screen "7.3.2", which gives to user U, previously register or otherwise, access to an options menu of product placement under tabular control 146.4. Authentication form 146.1 enables the identification of previously register end user U. Search tool 146.2 enables users, register or otherwise, to perform searches in the system. Control 146.3 links non-registered users to screen "7.1.2" (figure 140) for saving of new end users. Figure 147 illustrates a realization of the system's screen "7.3.3", which enables to previously registered or otherwise users U access to pictures and video related to product placement events. Form 147.1 enables the visualization of mapped images; the users' interaction ("clicking" over parts of the mapped images) follows through the process of browsing of products and events within the system. Additional events are listed under tabular control 147.2. Items selected by control 147.2 are displayed in form 147.1.

Figure 148 illustrates a realization of the system's screen "7.3.4", which enables previously registered or otherwise users U access to product details by means of form 148.1, wherein users U can, from one product, browse to other products from the same manufacturer/advertiser A and access technical data and availability at retail stores V. Tabular control 148.2 offers an arbitrary sub-catalog of selected products by advertiser A, who may, for example, show variants of the products in form 148.1, accessories and whatever other products associated with form 148.1 as desired by advertisers A.

Figure 149 illustrates a realization of he system's screen "7.3.5", which enables previously registered or otherwise users U to see lists of retails stores registered within the system as retailers of products found by means of form 149.1. The references of retails stores are presented in groups by kinds of retailers, such as physical stores in order of proximity based on ZIP codes (list 149.2), virtual stores (list 149.3) or mixed (list 149.4). Figure 150 illustrates a realization of the system's screen "7.3.6", which enables previously registered or otherwise users U to search for addresses and numbers of retail stores V registered into the system S retailers of products searched by means of screen "7.3.3" (figure 147). Form 150.1 may display discount or reservation codes to be used by end consumer U at the chosen retail store V. By means of form 150.2, end users U may send the results of their searches and retail stores information to mobile equipment such as, for example, mobile phones with support for reception of either textual (SMS) or audiovisual (MMS). Form 150.3 offers the option of sending search and retail stores information to the specified electronic mail address. Figure 151 illustrates a realization of the system's screen "7.5.1", which provides to previously registered or otherwise users U an alto-help technical support mechanism, with examples and a possibility of sending messages, or chatting with the technical support team. Figure 152 illustrates a realization of the system's screen "7.5.2", which provides or not to previously registered or otherwise users U access to a mechanism for chatting with the system's technical support team.

Figure 153 illustrates a realization of the system screen "7.6.1", which provides to previously registered users U access to the message center, by means of which messages are sent or received by the system, such as ads for new services or discounts.

Figure 154 to 158 illustrate an example of a possible realization of the system when partial or totally supported by the communication media's technology. The example presents a realization based on DVD technology.

Figure 154 illustrates a typical DVD-Video opening screen with a decorative static or animated image 154.1, and containing conventional browser controls 154.2 to which control 154.3 was added to access the functions of the product placement system.

The availability of the product placement system may be indicated by the distinctive sign 154.4.

Figure 155 illustrates a realization of the DVD system's initial screen, which provides to users U, in this example product placement excerpts with reduced images next to browser controls 155.1 that enable the reproduction of said excerpts. An informative field 155.2 provides basic instructions of use, and browser controls 155.3 allow actions such as returning to the main menu or flipping through many pages within the system. Figure 156 illustrates a realization of the screen that selects mapped products in a digital image 156.1. Users U may select mapped regions in the figure, reading the description of the product corresponding to each object selected in an informative field. Figure 157 illustrates a realization of the scream that presents product details. In the example, an image 157.1 of the product, provided by advertiser A, as well as a descriptive text and a control that enables the reproduction of the audio/video clip associated with the product placement event are provided. Browser control 157.2 may be provided for link to lists of retails stores V, and browser internal controls 157.3 enable the return to previous screens. Figure 158 illustrates a realization of a screen with links to retails stores. Form

158.1 displays an image of the product along with a list of retail stores V, which can contain either physical addresses or Internet, numbers, discount codes, etc. Additional control 158.2 may be available for interaction with communication media, such as cell phones, whenever supported by the technology.

Claims

1. System for managing and delivering product placement advertising, wherein said system is capable of managing, with provision of workflow, the relationships among one or more advertisers or manufacturers A, one or more communication media M and one or more end users or consumers U, with the goal promoting sales of products made or distributed by advertisers A to consumers U, by means of product placement advertising shown in communication media M, said system providing to user U means of conveniently associating products with product placement event, allowing potential consumer U to identify data such as product name, model, maker, technical specifications and availability and location of retail stores taken only from specific information about the product placement event, such as broadcast or publication date and/or time or number, audio and/or visual association and by static or dynamic images, actors or athletes' references, celebrities, places, news and other peculiarities not initially related to the products, said system further providing, in a selective, controlled and secure manner, interaction mechanisms between operators associated with participating entities (including advertisers A, communication media M and end users U) by remote and simultaneous access, and a detailed record of searching operations, transactions and sales resulting from the system's operation.

2. The system of claim 1, wherein said product placement events comprise public and paid TV programs.

3. The system of claim 1, wherein said product placement events comprise excerpts from public and limited access TV programs.

4. The system of claiml, wherein said product placement events comprise interactive TV programs or excerpts thereof.

5. The system of claim 4, wherein the technology involved in said interactive TV system provides means for the user to save, at any time during the interactive TV program, one or more excerpts for either later or immediate use in the search for products by means of said system.

6. The system of claim 1, wherein said system further comprises relationships and workflow provision for operators associated with one or more external agents G such as advertising agencies, communication media and sales promotion entrepreneur ship.

7. The system of claim 1, wherein said system further comprises relationships and workflow provision for operators associated with one or more retail stores V such as physical stores, virtual/online stores, distributors and shopping channels in general.

8. The system of claim 1, wherein said system further comprises relationships and workflow provision to operators associated with one or more telecommunication service providers T such as Internet service providers, telephone and mobile telephone service providers and wireless communication service providers.

9. The system of claim 1, wherein said means for convenient association of product with product placement event comprise the use of images or videos corresponding to photograms, excerpts or parts of product placement events, said images being mapped digitally in order to enable direct selection, by a pointing device controlled by the system's operator, of areas or image contours.

10. The system of claim 1, wherein said product placement events comprise movies or movie excerpts reproduced in movie theaters or mass transport vehicles.

11. The system of claim 1 , wherein said product placement events comprise printed material, such as books, articles, news and advertisements.

12. The system of claim 1, wherein said product placement events comprise conventional advertising events such as TV, movie, radio and printed commercials.

13. The system of claim 1, wherein said product placement events comprise audiovisual material recorded in digital or analog physical means.

14. The system of claim 1, wherein communication medium M comprises TV broadcasts.

15. The system of claim 1, wherein communication medium M comprises radio broadcasts.

16. The system of claim 1, wherein communication medium M comprises audiovisual and/or textual programs broad

17. The system of claim 1, wherein communication medium M comprises publications in printed media.

18. The system of claim 1, wherein the product placement event is accompanied by one or more audio and/or visual presentation of instructions about the system's operation.

19. The system of claim 16, wherein said presentations of instructions about the system's operation occur at the same time or in close proximity with respect to the product placement event.

20. The system of claim 19, wherein said presentation of instructions on how to use the system occurs either simultaneously or in close proximity in space or in time to the product placement event.

21. The system of claim 11, wherein said system provides means for the creation and maintenance of a products' availability database for each retail store V.

22. The system of claim 1, wherein said system further comprises a subsystem to help the operator in one or more layers of service, whose hierarchy is with based on the degree of interaction with human operators, ranging from automatic services like "frequently asked questions" (no human interaction) to interactive textual or audiovisual conversation with a human operator.

23. The system of claim 23, wherein said product placement distinctive sign is related in space or in time to the product placement event.

24. The system of claim 23, wherein said product placement distinctive sign is not related in space or in time to the product placement event.

25. The system of claims 23 to 25, wherein said product placement distinctive sign comprises an image that overlaps either another static image or a video clip.

26. The system of claims 23 to 25, wherein said product placement distinctive sign comprises an image that overlaps another image in a physical support comprising a publication, volume, issue or edition.

27. The system of claims 23 to 25, wherein said product placement distinctive sign comprises an image that overlaps a video that occurs at the same time or in close proximity to an event, program, broadcast, commercial message or movie show.

28. The system of claims 23 to 25, wherein said product placement distinctive sign comprises a video clip that occurs at the same time or in close proximity to an event, program, broadcast, commercial message or movie show.

29. The system of claims 23 to 25, wherein said product placement distinctive sign comprises an audio signal such as an audio clip that occurs at the same time or in close proximity to an event, program, broadcast, commercial message or movie show.

30. The system of claims' 23 to 25, wherein said product placement distinctive sign comprises a plurality of drawings overlapping the original static or dynamic image, such that the drawing's contour stresses parts or specific objects within the image.

31. The system of claims 23 to 25, wherein said product placement distinctive sign comprises an audiovisual and/or textual signal recorded on a digital or analog physical means of support broadcast over the Internet.

32. The system of claims 23 to 25, wherein said product placement distinctive sign comprises electronic elements or files on the Internet.

33. The system of claims 23 to 25, wherein said product placement distinctive sign comprises printed media material.

34. The system of claims 23 to 34, wherein the presentation of said product placement distinctive sign is an optional feature for the user that can be either activated or inactivated by means of resources of interactivity provided by the technology supported by the product placement event.

35. The system of claims 23 to 35, wherein the presentation of said product placement distinctive sign is accompanied by a video and/or audio presentation of a unique identification code generated by system S.

36. The system of claims 23 or 36, wherein the presentation of said product placement distinctive sign is accompanied by a visual and/or audio presentation of instructions on how to use the system.