Performance measurement method for public relations, advertising and sales events

• US 6,839,681 B1
• Filed: 06/28/2000
• Issued: 01/04/2005
• Est. Priority Date: 06/28/2000
• Status: Expired due to Fees

• Current Assignee: Right Angle Research LLC
• Original Assignee: Right Angle Research LLC
• Inventors: Hotz, Lawrence
• Primary Examiner(s): Diaz, Susanna M.
• Assistant Examiner(s): TARAE, CATHERINE MICHELLE
• Application Number:
  US09/605,412
• Time in Patent Office: 1,651 Days
• Field of Search: 705/10
• US Class Current: 705/14.41
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements

Abstract

The present invention is a system and method for the evaluation and measurement of the performance of public relations, advertising and sales events to a particular user in order to provide value added relevance to marketing information. The invention provides a computer based means consolidating in an easily accessed format, information that has relevance to the marketing process of a particular brand or product and the performance measurement of a plurality of public relations events.

Claims

1. A method of doing business to provide value added relevance to marketing information comprising:

a) gathering a plurality of advertising, sales and editorial events having significance to a defined customer,

b) indexing said advertising, sales and editorial events for an electronic database and abstracting predefined portions thereof in said electronic database,

c) evaluating the value of each of said advertising, sales and editorial events to said defined customer in said electronic database,

d) providing said defined customer with electronic access to said electronic database; and

e) generating at least one report on a computer for said defined customer using said electronic database summarizing a plurality of advertising sales and editorial events for providing performance measurements of public relations, advertising and sales events to said defined customer in order to provide value added relevance to marketing information,

f) wherein an index value is calculated using a computer based upon a plurality of editorial characteristics and quality factors for evaluating the value of the editorial event,

g) wherein the index value includes a Comparative Editorial to Advertising Value, Equivalent Ad Cost and Publicity Value.

2. The method of doing business of claim 1 wherein the electronic database is a relational database.

3. The method of doing business of claim 2 wherein the electronic database includes text and graphics files.

4. The method of doing business of claim 1 wherein the abstracting is by creating a synopsis of the editorial event to include text and graphics from the editorial event.

5. The method of doing business of claim 1 wherein the steps of evaluating a value of the editorial events further includes;

selecting one of said editorial quality factors or index values, comparing the value of said selected editorial quality factor or index value for all editorial events and ranking the editorial events in order of the value of the editorial quality factors or index value.

10. The method of claim 1 or 6 wherein providing electronic access to the electronic database is afforded by software executing on a customers personal or laptop computer accessing a portable media storage device.

11. The method of claim 1 or 6 wherein providing electronic access to the electronic database is afforded by a centrally located computer accessed by a customer electronically using a remote computer.

12. The method of doing business of claim 1 wherein the centrally located computer is accessed by a customer electronically using a remote computer via a direct dial connection.

13. The method of claim 1 wherein the centrally located computer is accessed by a customer electronically using a remote computer via an Intranet.

6. A method of doing business to provide value added relevance to marketing information comprising:

a) gathering a plurality of advertising, sales and editorial events having significance to a defined customer,

b) indexing said advertising, sales and editorial events for an electronic database and abstracting predefined portions thereof in said electronic database,

c) evaluating the value of each of said advertising, sales and editorial events to said defined customer in said electronic databases,

d) providing said defined customer with electronic access to said electronic database; and

e) generating at least one report on a computer for said defined customer using said electronic database summarizing a plurality of advertising sales and editorial events for providing performance measurements of public relations, advertising and sales events to said defined customer in order to provide value added relevance to marketing information,

f) wherein an index value is calculated using a computer based upon a plurality of editorial characteristics and quality factors for evaluating the value of the editorial event, and

g) wherein the editorial characteristics and quality factors for evaluating the editorial event to calculate an index value include Brand, Media Name, Issue/Air Date, Circulation, Dedicated Marketing Area, Location, Journalist, Size/Duration, Primary Focus, Cover/Lead, First-Half, Quote, Visual, Retail Mention, and Editorial Slant.

7. The method of doing business of claim 6 wherein the index value is determined by assigning a value to the plurality of quality factors, assigning a value to the Editorial Slant, adding the values assigned to each quality factor to determine an editorial quality factor total and multiplying the editorial quality factor total by the Editorial Slant.

8. The method of doing business of claim 6 wherein the index value is an Equivalent Ad Cost, said Equivalent Ad Cost determined by assigning a value to an advertising rate, assigning a value to the Size/Duration, and multiplying the advertising rate by the Size/Duration.

9. The method of doing business of claim 6 wherein the index value is a Publicity Value that is determined by multiplying an Equivalent Ad Cost value by a Comparative Editorial to Advertising Value,

said Equivalent Ad Cost determined by assigning a value to an advertising rate, assigning a value to the Size/Duration, and multiplying the advertising rate by the Size/Duration, and

said Comparative Editorial to Advertising Value determined by assigning a value to the plurality of quality factors, assigning a value to the Editorial Slant, adding the values assigned to each quality factor to determine an editorial quality factor total and multiplying the editorial quality factor total by the Editorial Slant.

14. The method of evaluating multiple advertising, media and sales events for evaluating their public relations significance comprising:

a) selectively gathering and summarizing a plurality of media references for electronic access by one or more customers,

b) indexing each of said media events in an electronic database and abstracting a portion thereof for remote electronic access by said one or more customers,

c) evaluating each of said media references using a computer for determining an index value which corresponds to a public relations value,

d) generating at least one defined set of report parameters on a computer using said electronic database for each of said one or more customers, and

e) providing selective electronic access to said electronic database and said defined set of report parameters for each of said customers for purposes of evaluating multiple advertising media and sales events and their public relations significance,

f) wherein the index value includes a Comparative Editorial to Advertising Value, Equivalent Ad Cost and Publicity Value.

15. The method of evaluating multiple media events of claim 14 wherein the index value is a Publicity Value, said Publicity Value is determined by multiplying an Equivalent Ad Cost value by the Comparative Editorial to Advertising Value,

said Equivalent Ad Cost being determined by assigning a value to an advertising rate, assigning a value to an advertisement size or duration, and multiplying the values assigned to the advertising rate by the advertisement size or duration respectively, and

said Comparative Editorial to Advertising Value being determined by assigning a value to a plurality of editorial quality factors, assigning a value to an editorial slant, adding the values assigned to each editorial quality factor to determine an editorial quality factor total and multiplying the editorial quality factor total by the editorial slant value.

16. The method of evaluating multiple media events of claim 14 wherein the electronic database is a relational database.

17. The method of evaluating multiple media events of claim 14 wherein the electronic database includes text and graphics files.

18. The method of evaluating multiple media events of claim 14 wherein the abstracting is by creating a synopsis of the editorial event to include text and graphics from the editorial event.

19. The method of evaluating multiple media events of claim 14 wherein evaluating a value of the editorial events comprises the steps of;

selecting one of said editorial quality factors or index values, comparing the value of said selected editorial quality factor or index value for all editorial events and ranking the editorial events in order of the value of the editorial quality factors or index value.

20. A method of evaluating multiple advertising, media and sales events for evaluating their public relations significance comprising:

a) selectively gathering and summarizing a plurality of media references for electronic access by one or more customers,

b) indexing each of said media events in an electronic database and abstracting a portion thereof for remote electronic access by said one or more customers,

c) evaluating each of said media references for determining an index value which corresponds to a public relations value,

d) generating at least one defined set of report parameters on a computer using said electronic database for each of said one or more customers, and

e) providing selective electronic access to said electronic database and said defined set of report parameters for each of said one or more customers for purposes of evaluating multiple advertising, media and sales events and their public relations significance,

f) wherein the editorial characteristics and quality factors for evaluating an editorial event to calculate an index value include Brand, Media Name, Issue/Air Date, Circulation, Dedicated Marketing Area, Location Journalist, Size/Duration, Primary Focus, Cover/Lead, First Half, Quote, Visual, Retail Mention, Editorial Slant.

21. A method of evaluating multiple advertising, media and sales events for evaluating their public relations significance comprising:

a) selectively gathering and summarizing a plurality of media references for electronic access by one or more customers,

b) indexing each of said media events in an electronic database and abstracting a portion thereof for remote electronic access by said one or more customers,

c) evaluating each of said media references using a computer for determining an index value which corresponds to a public relations value,

d) generating at least one defined set of report parameters on a computer from said electronic database for each of said one or more customers, and

e) providing selective electronic access to said electronic database and said defined set of report parameters for each of said one or more customers for purposes of evaluating multiple advertising, media and sales events and their public relations significance,

f) wherein the index value is determined by assigning a value to a plurality of editorial quality factors, assigning a value for an editorial slant, adding the values assigned to each editorial quality factor to determine an editorial quality factor total and multiplying the editorial quality factor total by the editorial slant value.

22. A method of evaluating multiple advertising, media and sales events for evaluating their public relations significance comprising:

a) selectively gathering and summarizing a plurality of media references for electronic access by one or more customers,

b) indexing each of said media events in an electronic database on a computer and abstracting a portion thereof for remote electronic access by said one or more customers,

c) evaluating each of said media references on a computer for determining an index value which corresponds to a public relations value,

d) generating at least one defined set of report parameters on a computer from said electronic database for each of said one or more customers, and

e) providing selective electronic access to said electronic database and said defined set of report parameters for each of said one or more customers,

f) wherein the index value is an Equivalent Ad Cost that is determined by assigning a value to an advertising rate, assigning a value to an advertisement size or duration, and multiplying the value assigned to the advertising rate by the advertisement size or duration respectively.

23. A system for evaluating the public relations significance of a plurality of media, sales and advertising events to a defined subscriber, said system comprising:

a) a relational database of selected media events on a computer, said database including i) a plurality of fields for each event ii) one or more abstracts of each event iii) at least one key for each defined subscriber,

b) means for calculating an index value for each of said media events using a computer to enable said defined subscriber to evaluate the public relations significance of each media event,

c) a report generator for generating one or more predefined reports at one or more defined locations for each defined subscriber,

d) a plurality of electronic display devices at said one or more of each defined locations for requesting and viewing said predefined reports by each defined subscriber, and

e) electronic distribution of said database to said one or more defined locations,

f) wherein the media events are selected from the group comprising;

print media articles and images, radio broadcasts, television broadcasts, and on-line articles and images, and

g) wherein the plurality of fields for each event are selected from the group comprising;

Brand, Media Name, Issue/Air Date, Circulation, Dedicated Marketing Area, Location Journalist, Size/Duration, Primary Focus, Cover/Lead, First Half, Quote, Visual, Retail Mention, Slant, Comparative Editorial to Advertising Value, Equivalent Ad Cost and Publicity Value.

24. The system of claim 23 wherein said index value is calculated from a plurality of editorial characteristics and quality factors for evaluating an editorial event.

25. The system of claim 23 wherein providing electronic access to the electronic database is afforded by software executing on a subscriber'"'"'s personal or laptop computer accessing a portable media storage device.

26. The system of claim 23 wherein providing electronic access to the electronic database is afforded by a centrally located computer accessed by a subscriber electronically using a remote computer.

27. The system of claim 26 wherein the centrally located computer is accessed by a subscriber electronically using a remote computer via a direct dial connection.

28. The system of claim 26 wherein the centrally located computer is accessed by a subscriber electronically using a remote computer via an Intranet.

29. The system of claim 26 wherein the centrally located computer is accessed by a subscriber electronically using a remote computer via the Internet.

30. A system for evaluating the public relations significance of a plurality of media, sales and advertising events to a defined subscriber, said system comprising:

a) a relational database of selected media events on a computer, said database including i) a plurality of fields for each event ii) one or more abstracts of each event iii) at least one key for each defined subscriber,

b) means for calculating an index value using a computer for each of said media events to enable said defined subscriber to evaluate the public relations significance of each media event,

c) a report generator for generating one or more predefined reports at one or more defined locations for each defined subscriber,

d) a plurality of electronic display devices at said one or more defined locations for requesting and viewing said predefined reports by each defined subscriber, and

e) electronic distribution of said database to said one or more defined locations,

f) wherein the calculated index value includes a Comparative Editorial to Advertising Value, Equivalent Ad Cost and Publicity Value.

31. The system of claim 30 wherein the index value is a Publicity Value, said Publicity Value calculated by multiplying an Equivalent Ad Cost value by the Comparative Editorial to Advertising value,

said Equivalent Ad Cost being calculated by assigning a value to an advertising rate, assigning a value to an advertisement size or duration, and multiplying the values of the advertising rate by the advertisement size or duration respectively, and

said Comparative Editorial to Advertising being calculated by assigning a value to a plurality of editorial quality factors, assigning a value to an editorial slant, adding the values assigned to each editorial quality factor to determine an editorial quality factor total and multiplying the editorial quality factor total by the editorial slant value.

32. A system for evaluating the public relations significance of a plurality of media, sales and advertising events to a defined subscriber, said system comprising:

a) a relational database of selected media events on a computer, said database including i) a plurality of fields for each event ii) one or more abstracts of each event iii) at leas one key for each defined subscriber,

b) means for calculating an index value using a computer for each of said media events to enable said defined subscriber to evaluate the public relations significance of each media event,

c) a report generator for generating one or more predefined reports at one or more defined locations for each defined subscriber,

d) a plurality of electronic display devices at said one or more defined locations for requesting and viewing said predefined reports by each defined subscriber, and

e) electronic distribution of said database to said one or more defined locations,

f) wherein the editorial characteristics and quality factors for evaluating an editorial event to calculate an index value include Brand, Media Name, Issue/Air Date, Circulation, Dedicated Marketing Area, Location Journalist, Size/Duration, Primary Focus, Cover/Lead, First Half, Quote, Visual, Retail Mention, and Editorial Slant.

33. A system for evaluating the public relations significance of a plurality of media, sales and advertising events to a defined subscriber, said system comprising:

a) a relational database of selected media events on a computer, said database including i) a plurality of fields for each event ii) one or more abstracts of each event iii) at least one key for each defined subscriber,

b) means for calculating an index value using a computer for each of said media events to enable said defined subscriber to evaluate the public relations significance of each media event,

c) a report generator for generating one or more predefined reports at one or more locations for each defined subscriber,

d) a plurality of electronic display devices at said one or more locations for requesting and viewing said predefined reports by each defined subscriber, and

e) electronic distribution of said database to said one or more locations,

f) wherein the index value is calculated by assigning a value to a plurality of editorial quality factors, assigning a value to an editorial slant, adding the values assigned to each editorial quality factor to determine an editorial quality factor total and multiplying the editorial quality factor total by the editorial slant value.

34. A system for evaluating the public relations significance of a plurality of media, sales and advertising events to a defined subscriber, said system comprising:

a) a relational database of selected media events on a computer, said database including i) a plurality of fields for each event ii) one or more abstracts of each event iii) at least one key for each defined subscriber,

b) means for calculating an index value using a computer for each of said media events to enable said defined subscriber to evaluate the public relations significance of each media event,

c) a report generator for generating one or more predefined reports at one or more locations for each defined subscriber,

d) a plurality of electronic display devices at said one or more locations for requesting and viewing said predefined reports by each defined subscriber, and

e) electronic distribution of said database to said one or more locations,

f) wherein the index value is an Equivalent Ad Cost calculated by assigning a value to an advertising rate, assigning a value to an advertisement size or duration, and multiplying the values of the advertising rate by the advertisement size or duration respectively.