METHOD FOR EVALUATING THE EFFECTIVENESS OF COMMUNICATION, ADVERTISING AND PROMOTIONS IN COMMUNICATION MEDIA, METHOD FOR DEVELOPING OPTIMIZED MEDIA PLANS AND METHOD FOR PURCHASING OPTIMIZED MEDIA

Abstract

The present invention relates to methods for evaluating the effectiveness of all types of communication carried on offline communication media so as to generate data equivalent to the data obtained in online communication media. The present invention uses tangible tools such as fixed-line telephones, cellphones, computers, tablets and any other wearable mobile device to generate that data that will be used in media plans that are much more precise and efficient than the plans currently known. Finally, the present invention relates to said media plan obtained using one of said methods as well as the purchase of optimized media.

Claims

1. A method for evaluating the efficiency of advertising, advertisement and promotions communication media characterized by the following steps: a) definition of tools for measurement in the media being media offline; b) inclusion of the tools defined in advertising pieces that will be transmitted in offline media to the general public; c) placement of advertising pieces comprising tools for measurement in off-line media for the general public; d) collection of feedback data from the general public; e) treatment of the data captured using specific algorithm being an algorithm of data assignment; f) generation of primary efficiency data.

2. Method according to claim 1, characterized in that the measuring tools are markers included in the advertisement pieces selected from among telephone numbers, domain names and mobile digital coupons and combinations thereof.

3. Method according to claim 1 characterized in that the contact of the consumer is made via fixed telephone, computer, cell phone, tablet, physical visit in store or wearable devices.

4. Method according to claim 1, characterized in that the display of the advertisements comprises the definition of the vehicle and the program or section to be evaluated.

5. Method according to claim 1, characterized in that the data assignment algorithm comprises artificial intelligence.

6. A method for developing a media plan comprising evaluating the efficiency of advertising, advertisement, and promotions in means of communication characterized by comprising the following steps: a) performing a method for assessing the efficiency of advertising, advertisement and promotions in means of communication as defined in claim 1; b) optionally, combining primary data with secondary data; c) parameterization of the algorithm comprising the information being selected among customer, market (geography), budget, campaign period and product to be communicated and a combination of these; d) treatment of the combination of data of (b) and (c) using specific algorithm being a predictive algorithm of media optimization; e) development of optimization map for media purchase; f) generation of media plan.

7. Method according to claim 6, characterized in that the predictive algorithm for media optimization comprises artificial intelligence.

8. An optimized media purchasing method comprising the following steps: a) performing method for developing a media plan comprising evaluating the efficiency of advertising communication, advertisement and media promotions as defined in claim 6; b) performance analysis of effectiveness including adherence analysis; c) development of final media plan; d) information update for continuous monitoring of new campaign; e) new campaign monitoring.

9. A media plan characterized in that it is obtainable by the method as defined in claim 6.

10. Purchase of optimized media characterized by being realizable by method defined in claim 8.

Description

DETAILED DESCRIPTION OF THE INVENTION

[0041] The present invention relates to three related methods having unique inventive concept.

[0042] The first method deals with evaluating the efficiency of advertising communication, advertising and promotions in the media which comprises the following steps:

[0043] a) definition of tools for measurement in the medium of campaign communication being offline media desired;

[0044] b) inclusion of tools defined in advertising pieces that will be transmitted in offline media;

[0045] c) placement of advertising pieces comprising tools for measurement in off-line media for the general public;

[0046] d) collection of feedback data from the general public;

[0047] e) treatment of the data captured using specific algorithm being an algorithm of data assignment;

[0048] f) generation of primary data.

[0049] The entire process starts with the initial decision of the vehicle (s), program (s) and program (s) or section (s) who will receive a certain ad in addition to insertion times. This initial decision will be based either on the agency/advertiser's habit and/or on the vehicle's audience data, data from market research etc. Once you decide the schedule grid that will receive a particular ad, it moves to the next step.

[0050] It should be noted here that offline media are understood as means of advertising media such as TV, radio, newspapers, magazines, cinemas, billboards. tabloids, newsletters, pamphlets, posters and any other means of promotional communication or advertising related thereto from the internet medium.

[0051] Preferred measurement tools are labels selected from phone number, domain name, and mobile digital coupon usage. Such tags are set to obtain response from consumers who will attend certain advertising, preferably being telephone numbers specific domain names, use of mobile digital coupon inserted in a particular advertisement or advertising piece.

[0052] In a preferred embodiment, a digital coupon is used through the use of instant messaging such as, for example, WhatsApp, SMS or Messenger. In this case, in particular, the use of instant messaging for digital coupon submission and validation comprises the following steps:

[0053] a) Definition of the promotional mechanics by the advertiser. The campaign presents the rule: perform A and receive/win B. For this, it is necessary to define A and B. still, there are other data that must be specified, such as:

i) define the beginning of the promotion (which can be fixed, that is, a starting date for the campaign, or dynamic, ie from tomorrow, for example, generating a new visit to the advertiser's store);
ii) define the promotion/campaign period;
iii) define coupon exchange period and/or coupon validity;
iv) specify quantity of coupons to be sent for each cell phone number.

[0054] b) Media configuration considering at least:

i. definition of requisitions,
ii. definition of users,
iii. vehicles to be used;
iv. promotional mechanics of the Advertiser;
v. which message should be sent to request the coupon;
vi. define coupon text that will be sent to the user comprising information about the start date of the exchange and consequent period as well as unique access code.

[0055] The process of using the digital coupon by the user through instant messaging comprises the following steps:

a. The user identifies the promotion of his/her interest in offline and/or digital media;
b. The user requests the coupon after identifying certain promotion of their interest;
c. The user receives the coupon with access code linked to the promotion of interest;
d. The user requests validation of the coupon for online exchange by instantaneous message that occurs in real time (the validation is practically instantaneous);
e. The user is able to take advantage of the chosen promotion;
f. The exchange takes place on the web, over the counter via system integration with integrated POS software with a specific platform that stores the data. Access is given by an employee of the chosen store on the web page destined to do so to enter the data of the access code and minimum identification of the user.

[0056] This process has several characteristics and advantages that highlight the traditional processes of coupon validation, such as:

a) Real-time validation;
b) Interaction between physical store and sale software;
c) Employees working on the web 24 hours a day;
d) Integration between sales software with platform;
e) The process is fluid, without bottlenecks and agile;
f) Little data are needed to start the process;
g) The information generated with the application of this process is very useful in the continuity, maintenance and evolution of the process;
h) No installation and use of applications, pre-registration, equipment other than mobile phone, prerequisites.

[0057] Consumers watch a certain program on television, for example, and are interested, at some point in time, by an ad that comprises the metering tool, then contacting the advertiser. This contact can be made via landline, computer, cell phone, tablet, physical visit in store, wearable devices, etc. Consumer responses obtained by any of these media/labels are stored result in its real-time analysis. All these data are computed in an integrated way in a single platform, making possible the adequate understanding of the analyzed scenario.

[0058] The platform must be unique in that it consolidates all data and analyzes so as to provide reliable, traceable and confirmable returns.

[0059] The captured data are treated using specific algorithm being an algorithm of data assignment. Preferably, this algorithm comprises artificial intelligence. More preferably, it is of the automatic learning, machine learning or automatic learning type. Thus, the algorithm treats the computed data from all cited sources resulting in the generation of primary data. Therefore, it is data captured and stored in a multidimensional database in which it becomes possible to carry out several types of information cross-fertilization which could not be done otherwise That is why such steps are only feasible to run on a computational device.

[0060] These data represent in detail the commitment of consumers to the communication strategy adopted. It reveals its behavior caused by the advertising piece comprising the chosen measuring tool. They are already quite wealthy of information being of great interest to the agents of the sector of communication (advertisers, agencies, vehicles and others).

[0061] Such data result in much more than information gathered, being information for management and decision making.

[0062] Already, the second method of the present invention relates to a method for developing a media plan comprising evaluating advertising effectiveness in off-line media comprising the following steps:

[0063] a) performance of a method for evaluating the efficiency of communication of advertising, advertising and promotions in the media described above;

[0064] b) optionally, combining primary data with secondary data;

[0065] c) algorithm parameterization comprising the information being among customer, market (geography), budget, campaign period and product to be communicated and a combination of these;

[0066] d) treatment of the combination of data of (b) and (c) using specific algorithm being a predictive algorithm of media optimization;

[0067] e) development of optimization map for media purchase;

[0068] f) generation of media plan.

[0069] Secondary data are selected media, consumer and market data from a specific consumer profile and frequency of purchase preferentially. Other data from the media, consumers and the market of interest can also be used in this method.

[0070] Preferably, the predictive algorithm for media optimization uses artificial intelligence. Most preferably, the predictive algorithm of media optimization is of the automatic learning, machine learning or automatic learning type.

[0071] By executing the predictive media optimization algorithm, it is possible to improve the assertiveness of advertising targeting. In this way, it is possible to allocate more effectively the funds allocated to advertising in the offline media in order to increase the concrete engagement and interest of the consumer. By implementing this method, the return on investment in advertising is increased generating more engagement for each monetary unit invested.

[0072] Still, such data are useful for influencing the construction of advertising pieces, highlighting definitions regarding format, duration, message, content among others.

[0073] With all these data, it is possible to create an optimization map for the purchase of the media, indicating the best choices to be made for the advertising campaign.

[0074] Finally, it is possible to generate the media plan with all the decisions made based on the data processed in a predictive algorithm of media optimization.

[0075] Further, the third method of the present invention is a method for purchasing media comprising the following steps:

[0076] a) performing method for developing a media plan comprising evaluating the efficiency of communication, advertisement and promotions in the media described above (second method);

[0077] b) performance analysis of effectiveness including adherence analysis;

[0078] c) development of final media plan;

[0079] d) updating of information for continuous monitoring of new campaign;

[0080] e) new campaign monitoring.

[0081] This method comprises a way of evaluating its performance. Such performance is evaluated by the use of performance indicators and process management in order to avoid that the method presents bottlenecks in its execution and also indicates of instantaneous form any difficulty or nonconformity verified during its accomplishment. With the application of process management including performance indicators, it is guaranteed to use offline media as a business development tool in a truly efficient way.

[0082] It should be noted that the method for developing a media plan comprising evaluating the efficiency of advertising communication, advertisement, and promotions in the means of communication may be performed in a single or cyclic manner and is preferably cyclical. It is interesting and highly recommended to use the effectiveness analysis to maximize the expected results with such a method.

[0083] Performance indicators that may be used, not limited to, are:

[0084] Variation in information architecture;

[0085] Comparison between distribution of initial and final funding in the media grid;

[0086] Comparison between offered and realized media plan, among others.

[0087] With all these data, it is possible to continuously and constantly monitor an advertiser's advertising campaigns and take any necessary adjustment measures when identifying any non-compliance.

[0088] An example of a preferred embodiment of the present invention has been described. It is to be understood that the scope of the present invention encompasses other possible variations of the inventive concept described, being limited only by the content of the appended claims, including possible equivalents thereto.