VALUATION OF AN ADVERTISEMENT IN A PRINTED ADVERTISING CIRCULAR

• US 20110276387A1
• Filed: 10/28/2010
• Published: 11/10/2011
• Est. Priority Date: 05/07/2010
• Status: Abandoned Application

• Current Assignee: Market Track LLC (Market Track Holdings LLC)
• Original Assignee: Efficient Collaborative Retail Marketing Company
• Inventors: Rice, James P. JR., Whalley, Scott T.
• Application Number:
  US12/914,304
• Publication Number:
  US 20110276387A1
• Time in Patent Office: Days
• US Class Current: 705/14.41
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements

Abstract

A method for valuating an advertisement included in a printed advertising circular comprises computing a plurality of scores measuring aspects of the advertisement, and computing a quantitative valuation of the advertisement by computing a weighted aggregation of the scores. At least the computing of the weighted aggregation is performed by a digital processing device. The scores optionally include an advertisement size score. The scores optionally include at least one competition score measuring an aspect of competing advertisements also included in the printed advertising circular. The scores optionally include at least one past history score selected to adjust the quantitative valuation based on past advertising history of a product advertised by the advertisement.

Claims

1. A method comprising:

computing a plurality of scores measuring aspects of an advertisement included in a printed advertising circular; and

computing a quantitative valuation of the advertisement by computing a weighted aggregation of the scores;

wherein at least the computing of the weighted aggregation is performed by a digital processing device.

2. The method as set forth in claim 1, wherein the computing of a plurality of scores comprises:

computing an advertisement score quantifying a size of the advertisement.

3. The method as set forth in claim 1, wherein the computing of a plurality of scores comprises:

computing an incentive score indicative of whether the advertisement has an associated incentive.

4. The method as set forth in claim 1, wherein the computing of a plurality of scores comprises:

computing at least one competition score measuring an aspect of competing advertisements also included in the printed advertising circular.

5. The method as set forth in claim 4, wherein the computing of at least one competition score comprises:

computing a competing advertisement number score indicative of a number of competing advertisements included in the printed advertising circular.

6. The method as set forth in claim 4, wherein the computing of at least one competition score comprises:

computing a competing advertisement size score indicative of a size of a largest competing advertisement.

7. The method as set forth in claim 4, wherein the computing of at least one competition score comprises:

computing a competing advertisement size score indicative of a total size of competing advertisements.

8. The method as set h in claim 4, wherein the computing of at least one competition score comprises:

computing at least one competition score whose value depends on a brand of a competing advertisement.

9. The method as set forth in claim 8, wherein the computing of at least one competition score whose value depends on a brand of a competing advertisement comprises:

computing a private label score whose value depends on whether a competing advertisement has a private label brand corresponding to a retailer that produced the printed advertising circular.

10. The method as set forth in claim 1, wherein the computing of a plurality of scores comprises:

computing at least one past history score selected to adjust the quantitative valuation based on past advertising history of a product advertised by the advertisement.

11. The method as set forth in claim 10, wherein the computing of at least one past history score comprises:

computing a previous runs score for which a relatively lower value corresponds to no recent past advertising history and a relatively higher value corresponds to recent past advertising history.

12. The method as set forth in claim 10, wherein the computing of at least one past history score comprises:

computing a previous bulk quantity score for which a relatively lower value corresponds to recent bulk quantity advertisement history and a relatively higher value corresponds to no recent bulk quantity advertisement history.

13. The method as set forth in claim 1, wherein the computing a quantitative valuation of the advertisement by computing a weighted aggregation of the scores comprises:

setting one or more weights of one or more corresponding scores to zero in order to exclude the one or more corresponding scores from the quantitative valuation.

14. The method as set forth in claim 1, wherein the computing a quantitative valuation of the advertisement by computing a weighted aggregation of the scores comprises:

computing the weighted aggregation of the scores; and

binning the weighted aggregation of the scores to generate a semantically meaningful quantitative valuation.

15. The method as set forth in claim 1, further comprising:

repeating the computing of a plurality of scores and the computing of a quantitative valuation for printed advertising circulars of a plurality of different circular distribution dates; and

generating a plot of the quantitative valuations as a function of circular distribution date.

16. The method as set forth in claim 1, further comprising:

adjusting at least one of the computed scores to optimize the quantitative valuation of the advertisement.

17. The method as set forth in claim 1, further comprising:

segmenting the advertising circular to identify advertisements of the advertising circular; and

generating a layout of advertisements of the advertisement circular, the generated layout being used in the computing of a plurality of scores;

wherein the segmenting and the generating of the layout are also performed by the digital processing device.

18. An apparatus comprising:

a digital processing device configured to perform a method comprising computing a plurality of scores measuring aspects of an advertisement included in a printed advertising circular and computing a quantitative valuation of the advertisement by computing a weighted aggregation of the scores; and

a display device for displaying a visual representation of the quantitative valuation.

19. The apparatus as set forth in claim 18, further comprising:

an optical scanner configured to optically scan the printed advertising circular to generate page images, wherein the digital processing device is further configured to segment the page images to identify individual advertisements of the advertising circular and to generate a layout of the individual advertisements in the advertising circular that is used in computing at least one of the scores.

20. The apparatus as set forth in claim 19, wherein the digital processing device is further configured to perform optical character recognition (OCR) on the individual advertisements to extract text information for the individual advertisements indicative of at least brand and product class or type, the extracted text information being used in computing at least one of the scores.

21. A storage medium storing instructions executable by a digital processor to perform a method including (i) computing a plurality of scores measuring aspects of an advertisement included in a printed advertising circular and (ii) computing a quantitative valuation of the advertisement by computing a weighted aggregation of the scores.

22. The storage medium as set forth in claim 21, wherein the computing of a plurality of scores includes computing an advertisement score quantifying a size of the advertisement.

23. The storage medium as set forth in claim 21, wherein the computing of a plurality of scores includes computing a competing advertisement number score measuring a number of competing advertisements also included in the printed advertising circular.

24. The storage medium as set forth in claim 21, wherein the computing of a plurality of scores includes computing a competing advertisement size score measuring a size of one of (I) a largest competing advertisement also included in the printed advertising circular and (II) one or more competing advertisements also included in the printed advertising circular.

25. The storage medium as set forth in claim 21, wherein the computing of a plurality of scores includes computing at least one score whose value depends on a brand of a competing advertisement also included in the printed advertising circular.

26. The storage medium as set forth in claim 21, wherein the computing of a plurality of scores includes computing a previous runs score for which a relatively lower value corresponds to no recent past advertising history for a product advertised in the advertisement and a relatively higher value corresponds to recent past advertising history for the product advertised in the advertisement.

27. The storage medium as set forth in claim 21, wherein the computing of a plurality of scores includes computing a previous bulk quantity score for which a relatively lower value corresponds to recent bulk quantity advertising history for a product advertised in the advertisement and a relatively higher value corresponds to no recent bulk quantity advertising history for the product advertised in the advertisement.

28. The storage medium as set forth in claim 21, wherein the computing a quantitative valuation of the advertisement by computing a weighted aggregation of the scores comprises binning the weighted aggregation of the scores to convert the weighted aggregation to a semantically meaningful quantitative valuation.