WO2011029142A1 - System and method for determining greenhouse gas emissions - Google Patents
System and method for determining greenhouse gas emissions Download PDFInfo
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- WO2011029142A1 WO2011029142A1 PCT/AU2010/001166 AU2010001166W WO2011029142A1 WO 2011029142 A1 WO2011029142 A1 WO 2011029142A1 AU 2010001166 W AU2010001166 W AU 2010001166W WO 2011029142 A1 WO2011029142 A1 WO 2011029142A1
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- WO
- WIPO (PCT)
- Prior art keywords
- emissions
- greenhouse gas
- data
- marketing
- campaign
- Prior art date
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
Definitions
- the present invention generally relates to a system and method for determining the greenhouse gas emissions associated with a marketing campaign.
- Greenhouse gases such as carbon dioxide are thought to be responsible for climate change.
- many business activities including marketing result in the direct and indirect emissions of greenhouse gases.
- the carbon dioxide that is associated with a marketing campaign may directly
- Offsetting emissions with carbon offset credits also costs money. Anticipating emissions may allow a reduction in these costs. The quantity of offset credits needed for a marketing campaign may require anticipation. Pressure to reduce greenhouse gas emissions may also come from the community, stakeholder, or a shareholder. These entities may prefer or even demand that greenhouse gas emissions be accounted, and possibly offset.
- Greenhouse gas emissions are often overlooked. There are greenhouse gas emissions associated with almost all forms of advertising. For example, in the case of online advertising greenhouse gases are generated, indirectly through electricity use, whenever a consumer views an online advertisement embedded on a web page.
- any service supplied that helps a company inform, educate or communicate with existing or potential buyers of a company's goods and/or services can be a marketing campaign, or part thereof.
- a system arranged for determining greenhouse gas emissions associated with a marketing campaign comprising:
- a database storing emissions data specifying a greenhouse gas emission associated with each of a
- a communications interface arranged for receiving user data including marketing campaign data indicative of which of the plurality of marketing activity types are components of the campaign;
- an engine arranged to execute an emissions algorithm using at least some of the emissions data from the
- Some embodiments may have the advantage that the amount of greenhouse gas that is emitted across some or all of the different marketing activities (other wise known in some instances as communication channels or media channels) may be determined and communicated to a
- the emissions algorithm calculates the green house gas emissions associated with each of the marketing activity types that are components of the campaign. The algorithm may then add the green house gas emissions associated with each of the marketing activity types .
- the user data includes organization data indicative of an organization associated with the campaign .
- the engine is arranged to execute the emissions algorithm using at least some of the emissions data from the database and user data to
- Using embodiments of particular machines and methods discussed herein to find a suitable marketing campaign that has fewer emissions than a similar marketing campaign may advantageously provide a competitive advantage over a competitor .
- the user data includes the
- system further comprises a communications interface arranged for sending the
- the greenhouse gas data on the similar marketing campaign may be calculated using data indicative of one or more other marketing campaigns stored on a database, such as but not limited to a historical marketing campaign database.
- the database may be arranged to be updated with data indicative of a marketing campaign not already on the database.
- the data indicative of one or more of the marketing campaigns may comprise at least part of the data entered by the or another user of the system determining the greenhouse gas emissions associated with the one or more other marketing campaign.
- the greenhouse gas data on the similar marketing campaign may include a statistic on the distribution of the emissions associated with the other marketing campaigns. That is, the similar marketing campaign may not be representative of an actual campaign but synthesized from existing data.
- the statistic may be one or more of, for example, a number indicative of the position of the distribution, such as a mean or mode, a range of the distribution, and a minimum and/or maximum value of the distribution.
- the communications interface is arranged to be connected to a network, for example the internet, for receiving the user data and sending the greenhouse gas data over the network.
- the system may be arranged so that a user using software, such as a web browser, running on a machine also connected to the network has access to the system.
- the system may be arranged so that the greenhouse gas data of both the marketing campaign and the similar marketing campaign are visual representation data to be rendered, for example on an electronic visual display of the machine and by the software, for the user.
- the system may be arranged so that the greenhouse gas data of both the marketing
- the system comprises a presentation interface, such as another electronic visual display unit, and the system is arranged to display a visual
- the system may be arranged to present both visual representations simultaneously on the presentation interface.
- system further comprising a unit arranged to calculate a cost of the greenhouse emissions from one or both of the greenhouse gas emission data.
- the emissions data accounts for the production of at least part of the marketing campaign. In an embodiment, the emissions data accounts for the consumption of at least part of the marketing campaign. In an embodiment, the marketing activities comprise the use of one or more of television, radio, cinema, brochures, press, outdoor poster, outdoor electronic display, and online content. In the case of television or radio, the intensity of utilisation data may account for at least one of the number of times a commercial is run on television or radio, the commercial length and a station selected to run the commercial and audience figures of that station. In the case of brochures or press
- the intensity of utilisation data may account for at least one of an amount of paper that is used by the brochures or press advertisement.
- intensity of emissions data may take into account the greenhouse gas emissions associated with the delivery and dispatch of the brochures or press advertisements, for example.
- the intensity of utilisation data may take into account at least one of the quantity of poster substrate used, for example paper, and power used in lighting the poster, for example flood lighting or back lighting.
- the emissions data may account for the emissions associated with the electricity used in delivering the online content.
- the emissions data may account for the emissions associated with viewing the online content.
- the emissions data may account for the emissions associated with the hardware on which the online content is stored, for example a server.
- the emissions data accounts for an indirect emission.
- the indirect emission may be
- At least some of the emissions data is specific to a particular company providing at least one of the marketing activities.
- At least some of the emissions data is characteristic of more than one company producing at least one of the marketing activities, for example a mean or median value .
- a method for determining greenhouse gas emissions associated with a marketing campaign comprising:
- the user data includes organization data indicative of an organization associated with the campaign .
- the user data includes the
- the step of receiving emissions data may comprise receiving emissions data from a data base storing emissions data.
- the method may further comprise the step of updating the data base.
- step of executing the greenhouse gas emissions algorithm comprises using at least some of the emissions data and user data to calculate greenhouse gas data indicative of both the greenhouse gas emissions associated with the marketing campaign and also that of a similar marketing campaign by a similar organization.
- the method comprises the step of sending the greenhouse gas data of both the marketing campaign and the similar marketing campaign.
- a third aspect of the invention there is provided a method for determining greenhouse gas emissions associated with a marketing campaign, the method
- the marketing campaign data is further indicative of the intensity of utilization of each marketing activity component.
- calculating the greenhouse gas data comprises, for each marketing activity, multiplying each intensity of utilization by a respective emissions data to obtain a respective emissions value, and then summing the emissions values for each marketing activity.
- the present invention provides a computer program comprising
- the present invention provides a computer readable medium providing a computer program in accordance with the sixth aspect of the invention.
- the tangible or readable media may comprise hardware, for example, a floppy disk, a hard disk, computer memory, RAM, ROM, FLASH memory, EPROM, or EEPRO .
- Figure 1 shows a flow diagram of one embodiment of a method according to the invention
- Figures 2 to 4 show different embodiments of a particular machine or system which may perform embodiments of the method of Figure 1 or other embodiments described herein;
- Figure 5 shows one embodiment of an online form used by user to enter user data in relation to a marketing campaign
- Figure 6 shows another embodiment of method according to another aspect of the invention
- Figure 7 shows greenhouse gas data for a particular marketing campaign and a similar marketing campaign, the information being displayed simultaneously on a electronic display
- Figure 8 shows a table of carbon emission factors.
- FIG. 1 A flow diagram for one embodiment of a method for determining the greenhouse gas emissions associated with a marketing campaign is shown in Figure 1 and generally indicated by numeral 10.
- the marketing campaign data includes a list of marketing activity types that are components of the campaign, and the intensity of
- each marketing activity component 12 may be to promote a product and the marketing activity types that are
- components of the campaign may include brochures
- the intensity of utilisation of each marketing activity campaign is also received by the machine (or system) 12. For example, the number of brochures and the details of the paper and printing process used to create the brochures, the number of television advertisements, a print run of magazines, physical details such as size and paper, the expected number of hits on an online advertisement, etc. The intensity of utilisation of any other marketing activity that may be part of the campaign is also received.
- the intensity of utilization may be represented in any
- Emission data is then received, which specifies the greenhouse emissions associated with each of the component activity 14. Typically, this data is expressed as
- the emissions data may describe one or more of the amount of greenhouse gas generated during the production of one sheet of paper used in the brochure, the amount of energy expended during printing one brochure, emissions associated with printing one sheet, and greenhouse gas emissions associated with delivery and even possibly destruction of one brochure (or other physical object associated with the campaign) after it has been consumed.
- the emissions data may simply give a typical figure for a specific finished brochure, such as for example a folded double-sided A4 sheet of paper with a four colour printing on high quality paper. Further details of the emissions data will be described below.
- the greenhouse emissions associated with the marketing activity is then calculated using both the received marketing campaign data and the received
- Figure 2 shows one embodiment of a particular
- the machine or system 12 that is arranged for determining the greenhouse gas emissions associated with the marketing campaign and which performs the method of, for example, Figure 1.
- This embodiment of the particular machine is generally indicated by the numeral 12.
- the machine or system 12 has a database 14.
- the database stores the emission data specifying greenhouse gas emissions
- the machine or system 12 also has a communications interface 16. This
- communications interface 16 is connected to a network 18 such as the internet, which in this example is also connected to one or more users, such as 20, using a personal computer 22 running a web browser.
- the computer 22 has an electronic visual display, such as a liquid crystal display 28 on which information and requests for information can be displayed to the user 20.
- the communications interface 16 may comprise a web server and an internet router.
- the user 20 enters user data on the computer 22 via the web browser application.
- the user data may include information on the marketing campaign indicative of which of the plurality of marketing activity types are components of the campaign, and may be also the intensity of utilisation of each marketing activity component. In some embodiments, it may be unnecessary to enter intensity data as this may be already given or fixed, for example.
- the user also enters organisation data indicative of an organisation associated with a campaign.
- the organisation data may also include or be indicative of, for example, what industrial sector the organisation belongs to, for example agricultural food production, automotive
- the database 14, or another database 15 may collect data from each of a plurality of different users, or even multiple data supplied by the same user.
- the database 15 may then store a wealth of information about marketing campaigns by various organisations. This information can be retrieved by the system 12 from the database 15 and used to compare various marketing campaigns for their effectiveness, for example, in minimising greenhouse gas emissions.
- the user may want to compare their marketing campaign with another campaign that has preceded it and that has been stored on the database 15.
- the system 12 will use the supplied
- the similar organisation may not actually exist but rather be a synthesis of data from many organisations and/or campaigns within a
- FIG. 15 shows another embodiment of a particular machine or system generally indicated by the numeral 30 where similar parts are similarly numbered.
- a single machine 30 contains internal to it a database 14', an engine 26' and communication interface 16'.
- the user 20' enters user data via, for example, a keyboard 33.
- the data generated may be displayed on a electronic visual display 28' or alternatively, printed or emailed for example.
- the machine or system may have a CPU in communication with tangible or computer readable media such as for example, a floppy disk, a hard disk, computer memory, RAM, ROM, FLASH memory, EPROM, or EEPROM.
- Logic encoded in the tangible or computer readable media may be operable for execution and when executed operable to execute the steps of an embodiment of the method.
- the engine may comprise the CPU.
- the logic is software based, that is, represented by a computer program.
- Figure 4 is a schematic block diagram of an another example computing system which may be utilised for implementation of a method and system in accordance with an embodiment .
- the illustrated computing system comprises a
- the processor 102 is arranged to process programme instructions and data in a known manner.
- Memory 103 is arranged to store programme instructions and data also in a known manner.
- Processor 102 may constitute one or more processing means, such as integrated circuit processors.
- the memory 103 may comprise any known memory architecture and may include hard disk, IC memory (ROM, PROM, RAM, etc) , floppy disks and other types of
- CD ROM compact disc ROM
- additional memory such as CD ROM, and any other type of memory .
- a BUS 104 is provided for communication between the processor 102 and memory 103 and also communication with external components.
- the external components include a user interface 105.
- the user interface 105 includes a visual display unit 106 for displaying
- the VDU 106 may display
- processor 102 may process information in graphical format or any other format depending upon the programme instructions being processed by processor 102.
- the user interface 105 also includes user input means 107 which in this example include a keyboard 108 (which in this example may be a standard QWERTY keyboard) and a mouse 109.
- the mouse 109 may be used to manipulate a graphical user interface (GUI) if a GUI is provided by software running on the computer.
- GUI graphical user interface
- connection 110 is also provided for connecting to a network which may include a communication network and other computers/computing systems.
- the computing system of Figure 4 may be implemented by any known type of computing hardware such as, for example, a PC, by a number of networked PCs if required to implement a system of this embodiment, by a "mainframe architecture" including a remote computer and user
- the computing system need not be connected to a network if this is not required by the software or
- Figure 5 shows an example web based form 24 shown on an electronic visual display 28 of the personal computer 22 in which the user can enter particulars about the campaign, including marketing campaign activities and their intensity of utilisation.
- Text boxes 50, pull down menus 52, and radio buttons 54 allow the user to enter information.
- This campaign for example, includes
- Some campaigns may include other channels, such as online advertising.
- marketing activity type may, at least in this but not necessarily all embodiments, be attributed to a generic supplier, in which case characteristic values from that type of marketing activity will be extracted from the database 14 such as a mean value calculated from
- values attributable to a specific provider can be alternatively or additionally be used and these values will be extracted and used from database 14 in the calculations .
- the user data entered through the form 24 is then sent over the network 18 into the communications interface 16, which forwards the information to an engine 26.
- Emissions data from the database 14 is also sent to the engine 26. Once all of the required information is received by the engine 26, it executes an emission
- the algorithm uses at least some of the emissions data to calculate greenhouse gas data indicative of the greenhouse gas emissions associated with the marketing campaign.
- the algorithm executed by the engine calculates the greenhouse gas emissions associated with each of the marketing activity types that are components of the campaign.
- the intensity of utilisation data broadly speaking, is multiplied by respective appropriate emissions data.
- the algorithm may then direct the engine to sum the greenhouse gas emissions associated with each of the marketing activity types.
- the calculated greenhouse gas data may be in the numerical form of kilograms of carbon dioxide equivalent emitted (in either human or machine readable form) , or alternatively may be graphical information which can be interpreted by the personal computer 22 which renders the information in the form of graphical information for the user 20, for example a bar graph.
- the information may be broken down to the various marketing activities, such as television, brochure marketing, and outdoor poster
- the communications interface 16 receives the greenhouse gas data generated by the engine 26 and forwards it to the personal computer 22 over the network 18 for the benefit of the user 20.
- the engine 26 also calculates emissions data indicative of greenhouse gas emissions associated with a similar marketing campaign by a similar organization. For example, the engine 26 may offer a comparison between the marketing campaign of the user and an industry average so that the user can
- a range of the position of the distribution such as the average mean or mode
- the distribution may be calculated and on- forwarded to the user.
- the type of statistic presented will depend on the sophistication of the user and a very sophisticated user may make use of less common or even obscure statistical measures.
- the system generally evolves to give better figures representative of the greenhouse gas emissions of various marketing campaigns of various organisations and organisation types.
- the system may have some information of this sort preloaded rather than collected from users.
- the engine may be able to calculate trend information.
- the trend information may indicate, for example, the change in greenhouse gas emissions for a particular type of marketing campaign over a particular period of time.
- the trend may be an increase, or a decrease, in greenhouse gas emissions for example.
- the engine 26 may attempt to adjust the parameters of the marketing campaign, that is the marketing activity types and their relative intensities, for example, to give a better economy in the use of carbon.
- the engine may be able to come to a compromise between the effectiveness of the marketing campaign and the amount of greenhouse gas emitted. The similar
- the emissions data of both the marketing campaign and the similar marketing campaign are rendered simultaneously on the electronic visual display 28, such as shown in Figure 6.
- the data may be represented
- the engine for example 26 or 26' may also comprise a unit 32 which is arranged to calculate a cost of the greenhouse gas emissions from one or both of the
- the cost information may then be sent to the communications interface 16 then network 18 to the personal computer 22 for display on the screen 28 for the user 20.
- the user 20 can then determine the cost of the greenhouse gas emissions associated with the marketing campaign, for example, in pollution permits or carbon offset credits, or their currency equivalent.
- the emissions data in the database 14 accounts for at least the production of at least part of the marketing campaign. But it may also account for the consumption of at least part of the marketing campaign.
- the system and method may be applied to almost any type of marketing campaign comprising one or more communication channels.
- Some examples of communication channels that may be employed in a marketing campaign include television commercials, radio commercials, short message service campaigns via mobile telephone, online advertising, cinema, direct marketing in all channels, newspaper and magazine promotion and
- the carbon emissions factors are a series of numbers which are added up (to give F) and multiplied by a base carbon emission value in order to obtain a better
- Figure 7 shows that the carbon emission factor of A2 type paper with a satin finish is 1.35. If we then decide that it has two sided printing, four colours and a varnished finish the carbon factor .61 must be added to the
- Carbon factors for the binding, and distribution can also be account for.
- Al stock is used (the paper being a premium grade paper) . It is A4 in size (297mm x 210mm) . 1000 copies of the brochure are printed.
- the first step is to work out the area of one sheet of paper which is its height by its width. We know the number of sheets which is the number of pages multiplied by the number of copies. Multiply one by the other and we get the total size.
- GSM is the weight per square metre of paper. We then need to convert the total area we have worked out to metres and multiply it by the weight, in this case 100 grams per square metre (gsm) . We arrive at the total weight of paper.
- the total carbon in kg is given by ((297 x 210)/1000000*24*1000*100)/1000* (1.4 +2.5)*1.
- Paper making process This is a C02 measure based on weight and type of stock used.
- the printing process The C02 generated by the type of printing process. This may or may not be company or machine specific. It looks at the difference between 1, 2 & 4 colours and the various vanishing or machine finishes. It also includes the pre press component
- bindery This is the separate machines used to stitch, glue, trim & fold
- finishing is standard so we automatically apply an average carbon factor instead of requiring a number of colours and stock to be supplied by the user. Even if the
- the variables may be:
- the variables may be :
- F carbon emission factor for this country / region
- Total carbon generated may be given by:
- the variables may be :
- F carbon emission factor for this country / region
- the variables may be :
- the total carbon generated in kg is given by:
Abstract
Description
Claims
Priority Applications (1)
Application Number | Priority Date | Filing Date | Title |
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AU2010292978A AU2010292978A1 (en) | 2009-09-09 | 2010-09-09 | System and method for determining greenhouse gas emissions |
Applications Claiming Priority (2)
Application Number | Priority Date | Filing Date | Title |
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AU2009904313A AU2009904313A0 (en) | 2009-09-09 | System and method for determining greenhouse gas emissions | |
AU2009904313 | 2009-09-09 |
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WO2011029142A1 true WO2011029142A1 (en) | 2011-03-17 |
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PCT/AU2010/001166 WO2011029142A1 (en) | 2009-09-09 | 2010-09-09 | System and method for determining greenhouse gas emissions |
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AU (1) | AU2010292978A1 (en) |
WO (1) | WO2011029142A1 (en) |
Cited By (2)
Publication number | Priority date | Publication date | Assignee | Title |
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US11461845B2 (en) * | 2019-12-03 | 2022-10-04 | Climate Karma Solutions Inc. | System and method for settling monetary and quota-allocated dual currency transactions |
US11734698B2 (en) | 2019-12-03 | 2023-08-22 | Climate Karma Solutions Inc. | System and method for tiered pricing for scarce commodities |
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WO2004048911A2 (en) * | 2002-11-26 | 2004-06-10 | Agcert International, Llc | System and method for tracking environmental emission reductions |
US20050154669A1 (en) * | 2004-01-08 | 2005-07-14 | Foy Streetman | Carbon credit marketing system |
WO2006100351A1 (en) * | 2005-03-23 | 2006-09-28 | Jari Natunen | Integrated system, device and use thereof |
US20070260405A1 (en) * | 2002-12-09 | 2007-11-08 | Verisae, Inc. | Method and system for tracking and reporting emissions |
US7415418B2 (en) * | 2003-02-10 | 2008-08-19 | South Dakota School Of Mines And Technology | Method and apparatus for generating standardized environmental benefit credits |
US20090171722A1 (en) * | 2007-12-31 | 2009-07-02 | Roberts Charles E S | Green Rating System and Associated Marketing Methods |
-
2010
- 2010-09-09 WO PCT/AU2010/001166 patent/WO2011029142A1/en active Application Filing
- 2010-09-09 AU AU2010292978A patent/AU2010292978A1/en not_active Abandoned
Patent Citations (6)
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WO2004048911A2 (en) * | 2002-11-26 | 2004-06-10 | Agcert International, Llc | System and method for tracking environmental emission reductions |
US20070260405A1 (en) * | 2002-12-09 | 2007-11-08 | Verisae, Inc. | Method and system for tracking and reporting emissions |
US7415418B2 (en) * | 2003-02-10 | 2008-08-19 | South Dakota School Of Mines And Technology | Method and apparatus for generating standardized environmental benefit credits |
US20050154669A1 (en) * | 2004-01-08 | 2005-07-14 | Foy Streetman | Carbon credit marketing system |
WO2006100351A1 (en) * | 2005-03-23 | 2006-09-28 | Jari Natunen | Integrated system, device and use thereof |
US20090171722A1 (en) * | 2007-12-31 | 2009-07-02 | Roberts Charles E S | Green Rating System and Associated Marketing Methods |
Cited By (2)
Publication number | Priority date | Publication date | Assignee | Title |
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US11461845B2 (en) * | 2019-12-03 | 2022-10-04 | Climate Karma Solutions Inc. | System and method for settling monetary and quota-allocated dual currency transactions |
US11734698B2 (en) | 2019-12-03 | 2023-08-22 | Climate Karma Solutions Inc. | System and method for tiered pricing for scarce commodities |
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AU2010292978A1 (en) | 2012-04-12 |
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