Media planning and buying system and method
First Claim
1. A method for planning and executing a marketing communication using a computer-implemented system, the method comprising the steps of:
- providing a user with interactive guided worksheets for inputting a plurality of campaign criteria data;
providing an intelligent planning engine for generating a plurality of alternative media plans based on the plurality of campaign criteria data and on a plurality of pricing information retrievable from a cost database;
allowing the user to manipulate the alternative plans until the user is satisfied and selects a user-approved plan; and
automating an approval for a purchase of a plurality of media classifications that are described in the user-approved plan.
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Abstract
This disclosure relates to a system, method, computer program product, and data signal for providing local marketers with an affordable, efficient, media-related service for planning and executing a marketing communications campaign using a computer-implemented system. The system and method provides the advantages typically available only to larger purchasers without having to maintain the advertising budgets of such large purchasers. The system allows the user to input preferences about the media/communications campaign into interactive worksheets. The preferences are used by a set of intelligent decision rules to produce prototype plans which present a week-by-week schedule of media purchasing as well as an allocation to various media/communications classifications. The system also allows the purchaser to vary the preferences and see the effects of the variations on the prototype plans. Once a plan is approved, the system facilitates media purchases with strategic media/communications providers at discounted rates. This system provides the small purchasers with all the buying clout of a large purchaser, provides expertise to those who may lack it, and significantly reduces the time and costs currently required for media planning and buying.
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Citations
48 Claims
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1. A method for planning and executing a marketing communication using a computer-implemented system, the method comprising the steps of:
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providing a user with interactive guided worksheets for inputting a plurality of campaign criteria data;
providing an intelligent planning engine for generating a plurality of alternative media plans based on the plurality of campaign criteria data and on a plurality of pricing information retrievable from a cost database;
allowing the user to manipulate the alternative plans until the user is satisfied and selects a user-approved plan; and
automating an approval for a purchase of a plurality of media classifications that are described in the user-approved plan. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10)
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11. A system for planning and executing a media campaign comprising:
- a storage device, a means for receiving data;
memory;
a program module;
an output device;
a cost database, and a processor responsive to a plurality of instructions from the program module, being operative to;
provide a user with interactive guided worksheets viewable on an output device and allowing the user to enters campaign criteria data into the interactive guided worksheets using the input device;
communicate with an intelligent planning engine to generate a plurality of alternative media plans to be displayed on the output device, the alternative media plans being based on the plurality of campaign criteria data and on a plurality of pricing information retrievable from the cost database;
allow the user to manipulate the alternative plans until the user is satisfied and selects a user-approved plan; and
automate an approval of a purchase of a plurality of media classifications that are described in the user-approved plan. - View Dependent Claims (12, 13, 14, 15, 16, 17, 18, 19, 20, 21)
- a storage device, a means for receiving data;
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22. A computer program product for use with a computer, said computer program product comprising:
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a module for providing a user with interactive guided worksheets for inputting a plurality of campaign criteria data;
a module for providing an intelligent planning engine for generating a plurality of alternative media plans based on the plurality of campaign criteria data and on a plurality of pricing information retrievable from a cost database;
a module allowing the user to manipulate the alternative plans until the user is satisfied and selects a user-approved plan; and
a module for automating an approval of a purchase of a plurality of media classifications that are described in the user-approved. - View Dependent Claims (23, 24, 25, 26, 27, 28, 29, 30, 31, 32)
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33. A data signal embodied in a carrier wave comprising:
- instructions for receiving the objects transmitted by carrier wave and media planning data including;
compilable data that allows a user'"'"'s terminal to display an interactive guided worksheets and inputting a plurality of campaign criteria data in the interactive guided worksheets;
compilable data representing a plurality of alternative media plans based on the plurality of campaign criteria data and on a plurality of pricing information retrievable from a cost database;
compilable data that allows the user to manipulate the alternative plans until the user is satisfied and select a user-approved plan; and
compilable data for automating an approval of a purchase of a plurality of media classifications that are described in the user approved plan. - View Dependent Claims (34, 35, 36, 37, 38, 39, 40, 41, 42, 43)
- instructions for receiving the objects transmitted by carrier wave and media planning data including;
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44. A method of populating a media campaign, the method comprising the following steps:
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selecting a set of media types;
selecting a duration for the media campaign;
designating certain weeks in the media plan as hiatus weeks and certain weeks as active weeks;
setting a minimum and maximum weekly weight level of purchasing points for each active week; and
allocating purchasing points to each active week according to a selected order of priority. - View Dependent Claims (45, 46, 47, 48)
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Specification