WO2008141344A2

WO2008141344A2 - Advertising feedback system and method

Info

Publication number: WO2008141344A2
Application number: PCT/ZA2008/000039
Authority: WO
Inventors: Marlize Cloete; Carel Louis Cloete; Mark Muckle; Willem Van Niekerk; Jeanne Jurgens Van Niekerk; Johan Zwiegelaar
Original assignee: Marlize Cloete; Carel Louis Cloete; Mark Muckle; Willem Van Niekerk; Jeanne Jurgens Van Niekerk; Johan Zwiegelaar
Priority date: 2007-05-10
Filing date: 2008-05-12
Publication date: 2008-11-20
Also published as: WO2008141344A3

Abstract

A system 22 for obtaining feedback relating to an advertisement includes a receiver 24, reporting means 26, a database 28, an analyser 30 and an interface in the form of a website 32 hosted on the internet. The system 22 is arranged in communication with a plurality of users 36 wishing to submit feedback relating to an advertisement via the website 32. The website 32 is configured to accept feedback relating to an advertisement from the users 36.

Description

ADVERTISING FEEDBACK SYSTEM AND METHOD

FIELD OF THE INVENTION

Embodiments of the invention relate to a system and associated method for obtaining feedback on an advertising campaign.

BACKGROUND TO THE INVENTION

By targeting a specific demographic profile group during advertising, companies are able to efficiently and effectively market their products to consumers most likely to be interested in said products. One problem associated with these advertising strategies is in accurately determining the impact of such marketing strategies. Accordingly, this invention seeks to provide a way in which to obtain feedback on a marketing campaign.

SUMMARY OF THE INVENTION

According to the invention, there is provided a system for obtaining feedback relating to an advertisement, which system includes:-

- an interface configured to accept feedback relating to the advertisement from a registered user of the system;

- a receiver arranged in communication with the interface, which receiver is configured to receive the feedback; and

- an analyser configured to analyse the received feedback to enable interpretation of the user's opinion of the advertisement

The interface may be a website hosted on the internet. The interface may be in the form of a television including a menu on which the user may submit a response to an advertisement aired on television.

The feedback may include a rating awarded by the user to the advertisement, e.g. "good", "bad", or the like. The feedback may include an identity of the user. The feedback may include demographic information relating to the user. The system may include registration means configured to register the user prior to the user submitting the feedback to the system. The registration means may be configured to register demographic information of the user, along with an identity of the user. The demographic information may include one or more details of the user: name, surname, age, gender, race, industry category, income category, interests, address, hobbies, and qualifications.

The registration means may form part of the interface and may therefore be a webpage hosted on a particular website. The registration means may include a call centre. The registration means may include any suitable questionnaire disseminated via electronic channels, e.g. a mobile telephone questionnaire, or the like.

The receiver may include a computer system arranged in communication with the interface to receive feedback via the interface.

The analyser may include a processor configured to execute a particular set of instructions in order to analyse the received feedback. The analyser may analyse the feedback by sorting or grouping the feedback in particular categories.

Results of the analysis may be compiled into a report at predetermined time intervals, e.g. daily, weekly, or monthly. The report may include graphs and/or tables representing the feedback received for a particular advertisement. For example, the report may show positive and negative responses for an advertisement categorized by one or more of the following: gender, type of advertisement, age category, race, industry category, and the like.

The result will therefore indicate to which type of user the advertisement has appealed and to which not so that future advertisements may be tailored according to the type of user to be targeted.

A vendor wishing to obtain feedback for his advertisement may register with the system as a registered vendor. Advertisements placed by the vendor may include information regarding the interface, e.g. the URL of a website, so that users may submit feedback to the system relating to the vendor's advertisement. Following registration, the vendor may be allocated a unique code by the system. The vendor may use the code to access reports regarding advertisements of the vendor via the interface.

All advertisements placed by a registered vendor may be accessible via the interface for review by registered users of the system. The advertisements may be in the form of video clips, sound bites, visual representations, and the like.

The interface may in addition be configured to accept feedback relating to advertisements that are not associated with registered vendors of the system. This feedback is not analysed and is merely displayed on a portion of the interface, e.g. a webpage of a website.

The invention further provides a method for obtaining feedback relating to an advertisement, which method includes:-

- accepting feedback relating to the advertisement from a registered user via an interface;

- receiving the feedback for further processing thereof; and

- analyzing the feedback to enable interpretation of the user's opinion of the advertisement

The feedback may include a rating awarded by the user to the advertisement, e.g. "good", "bad", or the like. The feedback may include an identity of the user. The feedback may include demographic information relating to the user.

The method may include a registration step for registering the user prior to the user submitting the feedback. The registration step may include registering demographic information of the user, along with an identity of the user. The demographic information may include one or more details of the user: name, surname, age, gender, race, industry category, income category, interests, address, hobbies, and qualifications. The registration step may be completed using the interface and may be completed via a webpage hosted on a particular website. The registration step may be completed via a call centre. The registration step may include any suitable questionnaire disseminated via electronic channels, e.g. a mobile telephone questionnaire, or the like.

The receiving step may be carried out by a computer system arranged in communication with the interface.

The analyzing step may be carried out by a processor configured to execute a particular set of instructions in order to analyse the received feedback. The analyzing step may include sorting or grouping the feedback in particular categories.

A vendor wishing to obtain feedback for his advertisement may perform a registration step to register as a registered vendor. Advertisements placed by the vendor may include information regarding the interface, e.g. the URL of a website, so that users may submit feedback relating to the vendor's advertisement.

All advertisements placed by a registered vendor may be accessible via the interface for review by registered users. The advertisements may be in the form of video clips, sound bites, visual representations, and the like.

The interface may in addition be configured to accept feedback relating to advertisements that are not associated with registered vendors. This feedback is not analysed and is merely displayed on a portion of the interface, e.g. a webpage of a website.

According to a further aspect of the invention, there is provided a system for obtaining feedback relating to an advertisement, which system includes dissemination means configured to disseminate an advertising identifier included in an advertisement; a receiver configured to receive feedback including the identifier from a user; and - an analyser configured to analyse the received feedback to enable interpretation of the user's opinion of the advertisement.

The dissemination means may include television dissemination. The dissemination means may include radio dissemination. The dissemination means may include dissemination via printed publications. The dissemination means may include Internet dissemination.

As such, the identifier may include a visual portion inserted as part of a television advertisement. The identifier may include an audio identifier inserted as part of a radio television. The identifier may include a printed identifier inserted as part of a printed advertisement. The identifier may include any suitable identifier inserted as part of an Internet advertisement. The identifier may, for example, be in the form of a numeric or alpha-numeric code.

The feedback may include an SMS (Short Message Service) sent via a mobile telephony network. The feedback may include an e-mail message sent via the Internet.

It is to be appreciated that the feedback is able to uniquely identify the advertisement on which the user provides his/her opinion.

The feedback may include a rating awarded by the user to the advertisement, e.g. "good", "bad", or the like. The feedback may include an identity of the user. The feedback may include demographic information relating to the user. Once the user has submitted his feedback to the system, a message may be sent to the user encouraging him to become a registered user of the system. Accordingly, the system may include registration means configured to register the user. The registration means may be configured to register demographic information of the user, along with an identity of the user, and the like. It is to be appreciated that the demographic profile may include a name of the user, age, interests, address, hobbies, qualifications, and/or the like.

The registration means may include a webpage hosted on a particular website. The registration means may include a call centre. The registration means may include any suitable questionnaire disseminated via electronic channels, e.g. a mobile telephone questionnaire, or the like.

The receiver may include a mobile telephone receiver for receiving feedback from a mobile telephone.

The analyser may include a processor configured to execute a particular set of instructions in order to analyse the received feedback. The analyser may analyse the feedback by sorting or grouping the feedback in particular categories, or the like.

A vendor wishing to obtain feedback for his advertisement may register with the system as a registered vendor. After registration, the identifier may be disseminated with each advertisement that the vendor wishes to obtain feedback for. The invention further provides a method for obtaining feedback relating to an advertisement, which method includes: disseminating an advertising identifier included in an advertisement; receiving feedback including the identifier from a pre-registered user; and analysing the received feedback to enable interpretation of the user's opinion of the advertisement.

The step of disseminating may include dissemination via television. The step of disseminating may include dissemination via radio. The step of disseminating may include dissemination via a printed publication. The step of disseminating may include dissemination via the Internet.

As such, the identifier may include a visual portion inserted as part of a television advertisement. The identifier may include an audio identifier inserted as part of a radio television. The identifier may include a printed identifier inserted as part of a printed advertisement. The identifier may include any suitable identifier inserted as part of an Internet advertisement.

Accordingly, the method may include the step of registering the user prior to receiving the feedback. The step of registering may include registering demographic information of the user, along with an identity of the user, and the like. It is to be appreciated that the demographic profile may include a name of the user, age, interests, address, hobbies, qualifications, and/or the like. The step of registering may include registration via a webpage hosted on a particular website. The step of registering may include registration via a call centre. The step of registering may include any suitable questionnaire disseminated via electronic channels, e.g. a mobile telephone questionnaire, or the like.

The step of receiving may include receiving via a mobile telephone receiver for receiving feedback from a mobile telephone. The step of receiving may include receiving via a computer system arranged in communication with the Internet to receive feedback via the Internet, or the like.

The step of analysing may include analysing by means of a processor configured to execute a particular set of instructions in order to analyse the received feedback. The step of analysing may include sorting or grouping the feedback in particular categories, or the like.

A vendor wishing to obtain feedback for his advertisement may perform a registration step to register as a registered vendor. After registration, the identifier may be disseminated with each advertisement that the vendor wishes to obtain feedback for.

BRIEF DESCRIPTION OF THE DRAWINGS

The invention is now described, by way of non-limiting example, with reference to the accompanying drawings wherein Figure 1 shows a flow diagram of one embodiment of a method for obtaining feedback relating to an advertisement, in accordance with the invention; and

Figure 2 shows, in schematic view, one embodiment of a system for obtaining feedback relating to an advertisement, on accordance with the invention.

DETAILED DESCRIPTION OF THE INVENTION

In the following description, for purposes of explanation, numerous specific details are set forth in order to provide a thorough understanding of the invention. It will be apparent, however, to one skilled in the art that the invention can be practiced without these specific details.

Reference in this specification to "one embodiment" or "an embodiment" means that a particular feature, structure, or characteristic described in connection with the embodiment is included in at least one embodiment of the invention. The appearances of the phrase "in one embodiment" in various places in the specification are not necessarily all referring to the same embodiment, nor are separate or alternative embodiments mutually exclusive of other embodiments. Moreover, various features are described which may be exhibited by some embodiments and not by others. Similarly, various requirements are described which may be requirements for some embodiments but not other embodiments.

Broadly, embodiments of the invention relate to a method for obtaining feedback relating to an advertisement 10, and an associated system for advertising feedback 22.

In one embodiment of the invention, the method typically includes the steps of registering as a user 12, accepting feedback 14 relating to the advertisement from the registered user via an interface, receiving the feedback 16 for further processing thereof, analyzing the feedback 18 to enable interpretation of the user's opinion of the advertisement and reporting 20 on the analysis.

In general, a user first registers 12 his/her particulars on a database in order to create an identity associated with such registered particulars. These particulars are then useable to compile a demographics profile for the user. It is to be appreciated that the demographic profile may include a name of the user, age, interests, address, hobbies, qualifications, income category, industry category, and/or the like. When the user provides feedback, the identity is used to link such feedback to the user's profile.

The step of registering may include registration via a webpage hosted on a particular website, registration via a call centre, registration via any suitable questionnaire disseminated via electronic channels, e.g. a mobile telephone questionnaire, and/or the like.

The method 10 then generally features the step of accepting feedback 14 relating to an advertisement from a user. The feedback is accepted 14 via a website hosted on the internet via which the user submits his feedback.

The method 10 includes the step of receiving feedback 16 from the registered user. The feedback generally includes a rating awarded by the user to the advertisement, e.g. "good", "bad", or the like. In one embodiment, the feedback may include an identity of the user or demographic information relating to the user.

In one embodiment, the step of receiving 16 may include receiving via a computer system arranged in communication with the Internet to receive feedback via the Internet.

The method 10 also includes the step of analysing 18 the received feedback to enable interpretation of the user's opinion of the advertisement. The step of analysing 18 typically includes analysing by means of a processor configured to execute a particular set of instructions in order to analyse the received feedback.

The step of analysing 18 generally includes sorting or grouping the feedback in particular categories, or the like, according to a plurality of demographic profiles of different user registered.

In the embodiment shown, the method 10 also includes the step of reporting 20 the analysed feedback. Such reporting 20 may be performed electronically, where an registered vendor is able to access a database on which the demographic profiles together with their opinions on various advertisements are stored. It is to be appreciated that the step of reporting may include any manner in which the analysis of the feedback may be reported to the vendor.

Referring now to Figure 2 of the drawings, there is shown an embodiment of an associated system 22 for obtaining feedback relating to an advertisement. The shown system 22 generally consists of a receiver 24, reporting means 26, a database 28, an analyser 30 and an interface in the form of a website 32 hosted on the internet.

The system 22 is arranged in communication with a plurality of users 36 wishing to submit feedback relating to an advertisement via the website 32. The website 32 is configured to accept feedback relating to an advertisement from the users 36.

The receiver 24 is configured to receive the feedback entered into the website 32. It is to be appreciated that the feedback is able to uniquely identify the advertisement on which the user provides his/her opinion, as well as the user to link the opinion to his/her demographic profile.

The receiver 24 includes a computer system arranged in communication with the Internet to receive feedback via the website 32.

The system 22 also includes registration means in the form of a webpage 34 hosted on the website 32, configured to register the user prior to receiving the feedback. The user enters demographic data such as age, interests, address, hobbies, qualifications, and/or the like.

The feedback typically includes a rating awarded by the user to the advertisement, e.g. "good", "bad", or the like. The feedback may also include an identity of the user, or demographic information related to the user.

The analyser 30 is configured to analyse the received feedback to enable interpretation of the user's opinion of the advertisement. The analyser 30 typically includes a processor configured to execute a particular set of instructions in order to analyse the received feedback. The analyser 30 typically analyses the feedback by sorting or grouping the feedback in particular categories, or the like. The system 22 also includes a database 28 for storing the demographic profiles of different users, as well as the feedback and opinions of the users, and the like. The database 28 is accessible by vendors (not shown) registered with the system to examine the results of the analysis of the feedback.

In usea user 36 registers on the system 22 via the webpage 34. The users 36 are able to provide feedback on advertisements by entering their opinions on the website 32. The analyser 30 is then able to analyse the feedback by identifying the relevant advertisement, the user's profile and any other suitable feedback provided.

Although only certain embodiments of the invention have been described herein, it will be understood by any person skilled in the art that other modifications, variations, and possibilities of the invention are possible without departing from the broader spirit of the invention. Such modifications, variations and possibilities are therefore to be considered as falling within the spirit and scope of the invention and hence forming part of the invention as herein described and/or exemplified. Accordingly, the specification and drawings are to be regarded in an illustrative sense rather than in a restrictive sense.

The Inventors regard it as an advantage that the invention enables a user for provide feedback on any advertisement so that market research may be conducted.

It is to be appreciated, that the invention is not limited to any particular embodiment or configuration as hereinbefore generally described or illustrated.

Claims

1. A system for obtaining feedback relating to an advertisement, the system including:- - an interface configured to accept feedback relating to the advertisement from a registered user of the system;

2. A system as claimed in claim 1 , wherein the interface is a website hosted on the internet.

3. A system as claimed in claim 1, wherein the interface is a television including a menu on which the user is able to submit a response to an advertisement aired on television.

4. A system as claimed in any one of the preceding claims, wherein the system includes registration means configured to register the user prior to the user submitting the feedback to the system.

5. A system as claimed in claim 5, wherein the user provides one or more of the following demographic information when registering: name, surname, age, gender, race, industry category, income category, interests, address, hobbies, and qualifications.

6. A system as claimed in claim 4 or claim 5, wherein the registration means forms part of the interface.

7. A system as claimed in any one of claims 4 to 6, wherein the registration means is a webpage hosted on a particular website associated with the system.

8. A system as claimed in any one of the preceding claims, wherein the receiver includes a computer system arranged in communication with the interface to receive feedback via the interface.

9. A system as claimed in any one of the preceding claims, wherein the analyser includes a processor configured to execute a particular set of instructions in order to analyse the received feedback.

10. A system as claimed in claim 9, wherein the results of the analysis are compiled into a report at predetermined time intervals.

11. A system as claimed in any one of the preceding claims, wherein a vendor wishing to obtain feedback for his advertisement is permitted to register with the system as a registered vendor.

12. A system as claimed in claim 11, wherein each registered vendor is allocated a unique code by the system, which code permits the vendor to access reports regarding advertisements of the vendor via the interface.

13. A method for obtaining feedback relating to an advertisement, which method includes:-

- receiving the feedback for further processing thereof; and - analyzing the feedback to enable interpretation of the user's opinion of the advertisement

14. A method as claimed in claim 13, wherein the interface is a website hosted on the internet.

15.A method as claimed in claim 13, wherein the interface is a a television including a menu on which the user can submit a response to an advertisement aired on television.

16.A method as claimed in any one of claims 13 to 15, wherein the method includes a registration step for registering the user prior to the user submitting the feedback.

17. A method as claimed in claim 16, wherein the registration step includes providing one or more of the following demographic information relating to the user: name, surname, age, gender, race, industry category, income category, interests, address, hobbies, and qualifications.

18.A method as claimed in claim 16 or claim 17, wherein the registration step is completed using the interface.

19. A method as claimed in any one of claims 13 to 18, wherein the receiving step is carried out by a computer system arranged in communication with the interface.

20. A method as claimed in any one of claims 13 to 19, wherein the analyzing step is carried out by a processor configured to execute a particular set of instructions in order to analyse the received feedback.

20. A method as claimed in any one of claims 13 to 20, wherein the method includes a step of compiling the analysis results into a report at predetermined time intervals.

21. A system for obtaining feedback relating to an advertisement, which system includes:- dissemination means configured to disseminate an advertising identifier included in an advertisement; a receiver configured to receive feedback including the identifier from a user; and - an analyser configured to analyse the received feedback to enable interpretation of the user's opinion of the advertisement.

22. A system as claimed in claim 21 , wherein the dissemination means includes one or more means selected from the group including: television, radio, printed publications, and the internet.

23. A system as claimed in claim 21 or claim 22, wherein the identifier is in the form of a numeric or alpha-numeric code.

24. A system as claimed in any one of claims 21 to 23, wherein the feedback is an SMS (Short Message Service) sent via a mobile telephony network, which SMS uniquely identifies the advertisement on which the user provides his opinion.

25. A system as claimed in claim 24, wherein, after the user has submitted his feedback to the system, a message is sent by the system to the user encouraging him to become a registered user of the system.

26. A system as claimed in any one of claims 21 to 25, wherein the analyser includes a processor configured to execute a particular set of instructions in order to analyse the received feedback.

27. A system as claimed in claim 26, wherein results of the analysis are compiled into a report at predetermined time intervals.

28. A system as claimed in any one of claims 21 to 27, wherein a vendor wishing to obtain feedback for his advertisement registers with the system as a registered vendor.

29. A system as claimed in claim 28, wherein after registration, the identifier is disseminated with each advertisement that the vendor wishes to obtain feedback for.

30. A method for obtaining feedback relating to an advertisement, which method includes: disseminating an advertising identifier included in an advertisement; receiving feedback including the identifier from a pre-registered user; and analysing the received feedback to enable interpretation of the user's opinion of the advertisement.

31. A method as claimed in claim 30, wherein the step of disseminating includes dissemination via one or more of the following means: television, radio, printed publication, and the internet.

32. A method as claimed in claim 30 or claim 31 , wherein the feedback includes one of an SMS (Short Message Service) sent via a mobile telephony network and an e-mail message sent via the internet uniquely identifying the advertisement on which the user provides his/her opinion.

33. A method as claimed in any one of claims 30 to 32, wherein the step of receiving includes receiving via a mobile telephone receiver for receiving feedback from a mobile telephone.

34. A method as claimed in any one of claims 30 to 33, wherein the step of analysing includes analysing by means of a processor configured to execute a particular set of instructions in order to analyse the received feedback.

35. A method as claimed in any one of claims 30 to 34, wherein a vendor wishing to obtain feedback for his advertisement performs a registration step to register as a registered vendor.

36. A system for obtaining feedback relating to an advertisement according to the invention, as hereinbefore generally described.

37. A system for obtaining feedback relating to an advertisement according to the invention, substantially as hereinbefore described or exemplified.

38. A system for obtaining feedback relating to an advertisement as specifically described with reference to or as illustrated in any one of the accompanying drawings.

39. A system for obtaining feedback relating to an advertisement including any new and inventive integer or combination of integers, substantially as herein described.

40. A method according to the invention for obtaining feedback relating to an advertisement substantially as hereinbefore described or exemplified.

41. A method of obtaining feedback relating to an advertisement including any new and inventive integer or combination of integers, substantially as herein described.