Note : Les descriptions sont présentées dans la langue officielle dans laquelle elles ont été soumises.
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METHODS AND SYSTEMS FC3R OFFERING AND SELLING ADVERTISING
FIELD OF INVENTION
In one aspect the present invention relates to the field of advertising. In
other aspects the present invention relates to sponsorship.
Preferred arrangements of the present invention provide online methods
and systems for offering and selling distressed advertising space.
The media may include print, internet, or any form of communications
media. Examples include online media, outdoor media, ambient media,
electronic media, other media inclusive of new media types as they become
available.
The disclosure of Australian Provisional Patent 2005903286 filed 22 June
2005 is hereby fully incorporated by reference.' In addition the disclosure of
Australian Innovation Patent AU20051009125 filed 28 October 2005 is hereby
fully incorporated by reference,
It will be convenient to hereinafter describe, in some parts, the invention in
relation to distressed advertising however it should be appreciated that the
present invention is not limited to that use only.
13ACKGROUND ART
The discussion throughout this specification comes about due to the
realisation of the inventor(s) and/or the identification of certain prior art
problems
by the inventor(s).
Most forms of media have a designated percentage or amount of space
which is set aside or made available for advei'tising such that, individuals
and/or
companies are able to advertise their products and/or services in return for
the
money they provide to the publication for exposure of their advertisement.
In this connection the present invention seeks to provide an improvement,
or at least provide the public with a useful choice.
Furthermore these forms of inedia are subject to deadlines which can be
problematic considering the designated space set aside for advertising.
Consequently, when a deadline is approaching, for a given media, any last
minute advertising space which has not yet been sold will generally be offered
by
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the media publisher at a discounted rate to existing clients or given away as
a
bonus to ensure that publication of the media can be completed on time.
In this corinection the present invention seeks to provide an improvement,
or at least provide the public with a useful choice.
Typically Web Page banners operate on a click through system where a
resource uses a log file system to detect a locator indicative of a resource
pro,viding the web page on which the banner was clicked. The resource then
takes action to provide sflme small amount of money to the resource providing
the banner, or a party associated therewith.
Web page banners are typically considered as a subsidiary tier of
advertising. In this connection the present invention seeks to provide an
improvement, or at least provide the public with a useful choice.
Present online systems suffer from a number of further issues that have
been identified by the inventors, If these issues could be dealt with to the
benefit
of both sellers, buyers and/or agencies this would be advantageous.
Any discussion of documents, devices, acts or knowledge in this
specification is included to explain the context of the invention. It should
not be
taken as an admission that any of the material forms a part of the prior art
base or
the common general knowledge in the relevant art in Australia or elsewhere on
or
before the priority date of the disclosure and claims herein.
SUMMARY OF INVENTION
A Advertising
According to an aspect of the invention there is provided an advertising
method comprising:
receiving advertisement information associated with advertising space; and
sending advertisement information having a relationship with the
advertisement information received.
The advertisement information may relate to at least any one of retail
advertising, discount advertising or distressed advertising.
The term "distressed advertising" is hereby defined as last minute or
unsold advertising. The media is preferably online publishing media.
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B Distressed Advertising
According to an aspect of the invention there is provided a method for
coordinating information for use in advertising, the method comprising:
receiving sets of advertisement information associated with advertisements
for distressed advertising space;
storing the sets of advertisement information; and
searching the stored sets of advertisement information to locate at least
one set that meets with distressed advertising criteria.
According to an aspect of the invention there is provided a, system for
coordinating information for use in advertising, the system comprising:
receiving means for receiving sets of advertisement information associated
with advertisements for distressed advertising space;
storing means for storing the sets of advertisement information; and
searching means for searching the stored sets of advertisement
information to locate at least one set that meets With distressed advertising
criteria,
It is to be appreciated that preferred features of methods of the present
invention described herein could equally be applied to preferred systems in
the
form of means for achieving or performing. The skilled addressee is expected
to
exercise his or her better judgement where explicit detail is not provided of
an
equivalent method feature, or system features is not provided.
For example, the method preferably includes receiving sets of
advertisement information each offering. a distressed advertising space for
sale
and the receiving means for receiving the sets of advertisement information
preferably comprises means for receiving sets of advertisement information
each
offering a distressed advertisement space for sale.
The method preferably includes receiving . sets of advertisement
information each offering a distressed advertising space for saie.
The receiving means for receiving the sets of advertisement information is
preferably for receiving sets of advertisement information each offering a
distressed advertising space for sale
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The method preferably includes receiving sets of advertisement
information each offering an advertisement for use in distressed advertising.
The
receiving means for receiving the sets of adverfisement information is
preferably
for receiving sets of advertisement information each offering a distressed
advertisement for use in distressed advertising.
Preferably the means for receiving the sets of advertisement information is
adapted to receive an offer of distressed advertisement space for sale along
with
at least one of a predetermined plurality of urgency indicators.
As noted above, further aspects and preferred aspects are disclosed in the
specification below and/or defined in the appended claims, forming a part of
the
description of the invention.
It is to be appreciated that It that some preferred arrangements of the
present invention are directed towards allowing publication companies and/or
media suppliers to source distressed advertising in view of advertisement
requirements. These preferred arrangements also preferably have the advantage
of allowing a group of advertisement space purchasers to buy distressed
advertising, for a wide variety of products and services, from publication
companies and/or media suppliers for a comparatively low price in comparison
to
the likelihood of gaining advertising exposure.
It is preferred that the invention is focussed towards targeted consumers
such as marketers, advertising buyers or other professionals wishing to
purchase
or sell advertising. The *invention may accordingly including offering
advertisements for distressed advertising space or offering distressed
advertising
space to a targeted group.
It ,is preferred that the system includes means for providing an online
graphical user interface via a world wide system such that buyer(s) and
seller(s)
are ab)e to send the sets of information to means for receiving the
information.
The system may be a mobile telephone system. The system may provide an
online interface associated with a website using which the buyer(s) and
seller(s)
can access on a computer connected to the server in order to interact with the
server.
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For example a method or system may be provided whicn tacintates ottering
and selling distressed advertising by providing a resource and a locator, the
locator serving to identify graphical user interface connected to the resource
to
allow distressed advertising space to be offered to. marketers, advertising
buyers
5 and other persons who wish to purchase advertising space in a particular
media
forum and/or for a particular target audience and to allow advertisements to
be
offered to publication companies or other persons for use in distressed
advertising space.
It is preferred that the website has at least one web page provided with at
least one category and/or subheading to assist a user in navigating around the
website.
It is further preferred that each category may be provided with at least one
advertisement for use in distressed advertising.
It is preferred that users of the inventions should become members in
order to obtain appropriate access to the website.
It is preferred that arrangements of invention may be able to provide a user
with statistical information such that they are able to evaluate the existing
or
ongoing trends in the marketplace.
It is preferred that arrangements of the invention provide an option which
enables a customer to obtain financial assistance.
At present, the only methods and/or systems available in relation to
advertising in an online environment involve websites which allow an
individual
and/or company to place an advertisement for their product(s) and/or
service(s).
These" existing systems fail to provide a solution for advertising space in
publications and media and in particular, fail to provide a means which
enables
publication companies and/or media suppliers to offer and sell distressed
advertising to marketers, advertising buyers and other professionals who wish
to
purchase median advertising.
It is considered that publication companies and(or media suppliers seeking
.30 to sell distressed advertising and marketers, advertising buyers and other
professionals wishing to purchase median advertising will find preferred
arrangements of the present invention most advantageous.
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According to an aspect of the invention there is provided a method for
coordinating information for use in advertising, the method comprising:
receiving sets of advertisement information each offering an advertisement
for use in distressed advertising;
storing the sets of advertisement information;
searching the stored sets of advertisement information each offering an
advertisement to locate at least one set that meets with distressed
advertising
criteria.
Preferably the method includes receiving a set of advertisement
information associated with an offer of distressed advertising space for safe,
the
set of information containing the advertising criteria.
According to an aspect of the invention there is provided a method for
coordinating information for use in advertising, the method comprising.
receiving sets of advertisement inforrriation each offering an advertising
space for sale;
storing the sets of advertisement information;
searching the stored sets of advertisement information each offering an
advertisement space for sale to locate at least one set thaf meets distressed
advertising criteria:
Preferably the method includes receiving a set of advertisement
information associated with an advertisement for use in distressed
advertising,
the set of information containing the advertising criteria.
The advertisement may be a potential advertisement and the distressed
advertising space may be a potential distressed advertising space. Preferably
the
method includes receiving at least one confirmation.
Further aspects and preferred aspects are disclosed in the specification
below and/or defined in the appended claims, forming a part of the description
of
the invention. This statement applies equally to all parts of this
specification.
C Prepopulation
Preferably the method includes prepopulating items for use in the set of
advertisement information offering distressed advertising space for sale. The
set
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of advertisement information offering the distressed advertising space for
sale
may be stored for later use in further prepopulation.
Preferably method includes prepopulating items for use in the set of
advertisement information offering an advertisement for use in distressed
advertising. The set of advertisement information offering the advertisement
for
use in distressed advertising may be stored for later use in further
prepopulation.
D Seller Levels Pricing Schedule
Preferably the method includes controlling a set of advertisement
information offering distressed advertising space for sale, such that an
amount
requested for the sale meets with a pricing schedule.
Preferably the . method 'includes controlling, a set of advertisement
information offering an advertisement for use in distressed advertising, such
that
an amount offered for the distressed advertising meets with a pricing
schedule.
Preferably the method includes searching membership information to
15' determine the pricing schedule. In some arrangements controlling the set
of
advertisement information includes modifying the set of advertisement
information.
Preferably the method includes limiting the amount to an amount
substantially reduced in comparison to conventional advertising. Preferably an
amount offered or requested is matched against a threshold.
E Optional Extras
Preferably the method includes providing an option of modifying a set of
advertisement information to include a particular item. The item may consist
of a
background colour optionally selected for the distressed advertising.
Preferably
25' the method includes determining a sale amount according to the option.
According -to another aspect of the invention there is provided a method for
coordinating information for use in advertising, the method comprising:
receiving a set of advertisement information associated with
advertisements for advertising space, the set thereafter becoming a member of
a
number of received sets of advertisement Information; and
providing an option of controlling the set of advertisement information to
include a particular item and determining a sale amount according to the
option.
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As with all methods disclosed herein, associated systems adapted to
perform the method are envisaged
Preferably the set of advertisement information offers an advertising space
for sale, and the option is at least one of a desired- colour, image,
specialised
display format, priority listing and target market listing.
F Discounted Packages
An aspect of the present invention provides a method comprising:
receiving a first set of advertisement information associated with a first
publication media;
receiving a second set of advertisement information associated with a
second publication media; and
forming a resultant set of advertisement information associated with a
discounted package, said forming including combining the first set of
advertisement information and the second set of advertisement information.'
Preferably said forming is subject to subject to the second publication
media being different to the first publication media. In this regard the
method
preferably. includes determining a sale amount that is discounted given'that
the
first publication media is different to the second publication media.
Preferably the method includes receiving three sets of advertisement
information each associated with a respective publication media, the three
sets
including the first and second sets, and subject to the respective publication
media being different, said forming including combining the respective sets of
advertisement information.
Preferably the sets are combined according to predetermined criteria.
G Search Services Matching
According to an aspect of the invention there is provided a method of
coordinating information for use in advertising, the method comprising:
receiving sets of advertisement information associated with advertisements
for advertising space;
storing the sets of advertisement information; and
controlling the input of advertising criteria to specify a search selected
from
a group specifying at least a national or internationaE based search;
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searching the stored sets of advertisement information to locate at least
one set that meets with advertising criteria.
Preferably the advertising space is distressed advertising space.
H Reverse Search
According to an aspect of the irivention there is provided a method for
coordinating information for use in advertising, the method comprising:
receiving sets of advertisement information each offering an advertisement
for use in distressed advertising; and
storing the sets of advertisement information;
wherein each of the sets of advertisement information, each offering an
advertisement for use in distressed advertising, include an associated sale
amount to enable searching according to distressed advertising criteria
specifying
a limitation on the associated sale amounts.
According to an aspect of the invention there is provided a method for
coordinating information for use in advertising, the method comprising:
receiving sets of advertisement information each offering an advertisement
for use in distressed advertising and including an associated sale amount;
storing the sets of advertisement information;
searching the stored sets of advertisement. information each offering an
advertisement to locate at least one set that meets with distressed
advertising
criteria specifying a limitation on the associated sale amoUnts.
The advertising industry is particularly cut throat especially in particular
industry areas such as the newspaper industry in which prices are set with
many
variables according to media buyers and their staff. In the industry leads are
particularly difficult to obtain especially on a nationally basis for small
media
companies and also large media companies who deal predominantly with
advertisement agencies. .
The reverse search preferably caters for these typical variables and allows
for an auction system. This advantageously will enable media companies to curb
costs by having their staff focus on retail sales instead of trying to move
distressed stock. In embodiments the method .is geared to either providing a
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higher price for the seller of the advertising space or a lower price for the
buyer of
the advertising space.
G Auction
According to an aspect of the invention there is provided a method for
5 coordinating information for use in advertising, the method comprising:
initiating an auction;
receiving sets of advertisement information associated with advertisements
for distressed advertising space and each including associated sale amounts;
and
selecting, within the auction, one of the sets of advertisement information
10 based on the associated sale amounts.
In embodiments, the advertisements may be provided to the customers in
an auction format,
H Other Media Types
According to an aspect of the invention there is provided a method for
coordinating information for use in advertising, the method comprising:
receiving sets of advertisement information associated with advertisements
for advertising'space; and
storing the sets of advertisement information; and
searching the stored sets of advertisement information to locate at least
one set that meets with distressed advertising criteria;
wherein the sets of advertisement information relate to at least one media
type selected from the group of print advertising, television advertising,
radio
advertising.
The provision of a web portal that caters for a plurality of media types is
particularly advantageous. Specific combinations may include print, television
radio advertising and bill board advertising. With. major media companies
various
departments are provided for various publication types. In embodiments of the
invention a single web portal allows a member to manage many media,types or
publications in one system if they choose to. The group may include media
including online media, outdoor media, ambient media, electronic media, other
media, inclusive of new media types as they become available.
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I Banners
According to an aspect of the invention there is provided a method for
coordinating information for use in advertising, the method comprising:
receiving a set of advertisement information associated with
advertisements for banner advertising space; and
associating the set with a respective banner advertisemernt.
Associating the set with a respective banner advertisement may include
building the banner advertisement.
According to an aspect of the invention there is provided a method for
coordinating information for use in advertising,.the method comprising:
receiving sets of advertisement information associated with advertisements
for banner advertising space; and
connecting each of sets of advertisement information such that each set'is
associated with a respective banner advertising spabe and a respective banner
advertisement.
Preferably the set of advertisement information comprises an offer of
banner advertising space or an offer of a banner advertisement.
Preferably the method includes storing the sets of advertisement
information; and searching the stored sets of advertisement information to
locate
at least one set that meets with banner advertising criteria.
.! Charity Features
According to another aspect of the invention there is provided a method for
coordinating information for use in advertising, the method comprising:
receiving a set of advertisement information associated with
advertisements for advertising space, the set thereafter becoming a one of a
number of received sets of advertisement information; and
providing an option of including a parl:icuiar item associated with a
donation to community conscious party.
Preferably each of the sets of advertisement information each offer an
advertisement space for sale and the option comprises letting the community
conscious party use the advertisement space if the advertisement space is not
sold within a predetermined time period.
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K Sponsorship
According to an aspect of the invention there is provided a method for
coordinating information for use in sponsorship, the method comprising:
receiving a set of sponsorship information associated with a sponsorship;
and
offering a sponsorship based on the set of sponsorship information
received.
According to an aspect of the invention there is provided a method for
coordinating information for use in sponsorship, the method comprising;-
receiving sets of sponsorship information associated with a potential
sponsorship; and
connecting each of sets of sponsorship information such that'and each set
is associated with a respective sponsorship,
M Design Services
According to an aspect of the invention there is provided a method for
coordinating information for use in advertising, the method comprising:
ailowing the selection of an offer of advertisement space; and
offering a build service to build an advertisement in order that the
advertisement will be prepared wlth a predetermined time frame.
According to an aspect. of the invention there is provided a method for
coordinating information for use in advertising, the method comprising:
receiving a set of advertisement information associated with
advertisements for distressed advertising space
offering a build service to build an advertisement in order that the
advertisement will be prepared with a predetermined distressed time frame.
Preferably offering the design service comprises offering the design.
service to build an advertisement using an online environment such that the
design is built within minutes. The build service may be performed by a third
party such as a graphic artist.
Offering the design service may comprise offering the option of having a
designer build the advertisement within 48 hours. Offering the design service
may comprise offering the option of having a designer build the advertisement
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within 24 hours. OfFering the design service may comprise offering the option
of
having a designer build the advertisement within 12 hours. Offering the design
service may comprise offering the option of having a designer build the
advertisement within 6 hours. Offering the design service may comprise
offering
the option of having a designer build the advertisement within 1 hour.
Offering
the design service may comprise offering the option of having a designer build
the
advertisement within 30 minutes.
It is preferred that the invention includes offering design services which are
adapted to have a rapid turnaround to enable a customer to have the design
work
for their advertising completed prior to the publication or media deadline.
N One Session Buying
According to an aspect of the invention there is provided an advertising
method comprising creating a session and , within the session, arranging for
the
purchase of advertising space, the design of an advertisement and the suppiy
of
the designed advertisement within a predetermined time frame.
The ability to perform this action within a single session is most
advantageous
0 Campaign Builder
According to an aspect of the invention there is provided an advertising
method comprising building a campaign for an advertiser.
With this system an . online file centre houses marketing plans and
templates for advertisements and images. Preferably there is a provided a
campaign calendar over which a campaign timeline can be created. The system
may provide a wizard enabling members to build a campaign plan online and to
save it if they choose into their members centre or they can download it.
The wizard preferabiy pulls out keywords which attribute targeted
advertising to certain members whilst they are searching or working on their
marketing plan.
When a member is writing their plan or typing certain keywords the system
will be able to recognise the word and send to the page an advertisement
targeted to those keywords. The wizard takes an advertiser through the process
of developing an advertising campaign from strategy, creative to purchase all
via
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the system and enables them ta set alerts or price set so they can use the
specific media they require, The advertisers can also order online production
services and have the ability to purchase and order packages whilst setting
their
campaign timeline.
Q Alerts
According to an aspect of the invention there is provided a method for
coordinating information for use in advertising, the method comprising:
receiving sets of advertisement information associated with advertisements
for distressed advertising space;
storing the sets of advertisement information;
searching the stored sets of advertisement information to locate at least
one set that meets with distressed advertising criteria; and
sending an alert to a party associated with the at least one set that meets
with the distressed advertising criteria.
According to an aspect of the invention there is provided a method for
coordinating information for use in advertising, the method comprising:
receiving sets of advertisement information each offering an. advertisement
for use in distressed advertising
storing the sets of advertisement information;
searching the stored sets of advertisement information each offering an
advertisement to locate at least one set that meets with distressed
advertising
criteria; and
sending an alert to a party when a set is located that meets with the
distressed advertising criteda,
Preferably sending the alert comprises sending the alert to a party offering
an advertisement for use in distressed advertising. Sending the alert may
comprise sending an urgent alert requiring the party to reply within
distressed
time period to purchase the distressed advertising space. Preferably this
requires
that the party has an advertisement completed and ready to make a deadline.
The distressed time period may be 30 minutes and the deadline may comprise a
couple of hours.
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According to an aspect of the invention there is provided a method for
coordinating information for use in advertising, the method comprising:
receiving sets of advertisement information each offering an,advertising
space for sale;
5 storing the sets of advertisement information;
searching the stored sets of advertisement information each offering an
advertisement space for sale to locate at least one set that meets with
distressed
advertising criteria; and
sending an alert to a party when a set is located that meets with the
10 distressed advertising criteria
The advertisement may be a potential advertisement and the distressed
advertising space may be a potential distressed advertising space. Preferably
the
method includes receiving at least one confirmation.
R Highlighting
15 According to an aspect of the invention there is. provided a method for
coordinating information for use in advertising, the method comprising:
receiving sets of advertisement information associated with advertisements
for distressed advertising space;
storing the sets of advertisement information;
searching .the stored sets of advertisement information to locate at least
one set that meets with distressed advertising criteria; and
highlighting particular sets of advertisement information when said
particular sets of adverfisement information repetitively do not meet
distressed
advertising criteria.
Preferably highlighting the sets of advertisement information comprises
providing an online publication directing readers to said particular sets.
In another embodiment, the invention may have provided an online
newsletter and an e-magazine which contains the advertisement which may take
longer to sell such that; the website can constantly be updated and refreshed
to
provide the latest advertising availabiiities to customers.
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S Statistics Gather and Inform
According to an aspect of the invention there is provided a method for
coordinating information for use in advertising, the method comprising:
receiving sets of advertisement infonnation associated with advertisements
for distressed advertising space; and
maintaining statistics on the sets of advertisement information.
According to an aspect of the invention there is provided a method for
coordinating information for use in advertising, the method comprising:
receiving sets of advertisement information associated with advertisements
for distressed advertising space;
searching the stored sets of advertisement information to locate at least
one set that meets with distressed advertising criteria; and
maintaining statistics of the sets of advertisement information.
Preferably maintaining statistics includes maintaining statistics of which of
the stored sets of advertisement information are being repetitively searched.
T ROI Caiculator
According to an aspect of the invention there is provided a method for
determining information for use in .advertising,,the method comprising:
receiving a set of advertisement information associated with
advertisements for distressed advertising space;
facilitating the calculation of an indication of a required . return on
investment associated with the set of advertisement information using an
online
system.
Preferably the method includes suggesting at least one advertisement or at
least one distressed advertising space based on the indication.
Preferably the method includes suggesting a marketing strategy.
U Franchise
The system can be linked directly to other websites or systems so that
space can be purchased. For example a franchise company can add a link/frame
so that members can access the system without leaving the franchise main
website. They can then log in and buy directly from the system. Advertisement
agencies will be able to utilise this system to purchase distressed
advertising for
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their clients. Preferably the method includes liimrr,y ti zyavz~m iU, NCiiurr-
urry trte
-method with a third party such that the third*party appears to perform the
method.
V Online Interface
According to an aspect of the invention there is provided a system for
buying and selling distressed advertising wherein the system includes:
a server having at least one database accessible by at least one
subscribing buyer and/or at least one subscribing seller in order to buy
and/or sell
distressed advertising;
an online interface in the form of a website which provides means for said
buyer(s) and/or seller(s) to interact with the server;
a means for enabling said seller(s) to directly upload at least one
advertisement for available distressed advertising detailing all relevant
information
pertinent to said distressed advertising including a fixed price for at least
one
advert#sement;
a search means for enabling said buyer(s) to search and select available
distressed advertising;
a payment means for enabling said buyer(s) to directly purchase
distressed advertising; and
a means for enabling said buyer(s) to directly upload advertising content,
According to an aspect of the invention there is provided a method for
buying and selling distressed advertising wherein the method includes the
following steps of:
providing a server over a distributed communication network, said server
having at least one database accessible by at least one subscribing buyer
and/or
at least one subscrib#ng seller in order to buy and/or sell distressed
advertising;
said seller(s) directly uploading at least one advertisement for use in
distressed advertising;
said buyer(s) searching for available distressed advertising by entering at
least one search criteria to receive search results detailing available
distressed
advertising meeting said search criteria via a search means;
said buyer(s) selecting at least one distressed advertising and directly
purchasing selected distressed advertising; and
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said buyer(s) directly uploading advertising content.
Preferably the distressed advertising is offered and bought at a discounted
rate and a design service is provided wherein following purchase of distressed
advertising, said buyer(s) can select to have design or creative work
completed
and uploaded by said design service prior to a specified publication
deadline.'
Further scope of applicability of the present invention will become apparent
from the detailed description given hereinafter. However, it should be
understood
that the detailed description -and specific examples, while indicating
preferred
- embodiments of the invention, are given by way of illustration only, since
various
changes and modifications.within the spirit and scope of the invention will
become
apparent to those skilled in the art from this detailed description.
BRIEF DESCRIPTION OF THE DRAWINGS
Further. disclosure, objects, advantages and aspects of the present
application may be better understood by those skilled in the relevant art by
reference to the following description of preferred embodiments taken in
conjunction with the accompanying drawings, which are given by way of
illustration only, and thus are not limitative of the present invention, and
in which:
Figure 1 is -a schematic diagram.. of a method according to a first
embodiment of the invention;
Figure 2 is a schematic diagram of a method according to a second
embodiment of the invention;
Figure 3 is a schematic diagram of a system according to a third
embodiment of the invention;
Figure 4 is a system/method diagram of the embodiments shown in
Figures 2 and 3;
Figure 5 is a schematic diagram of a method according to another
embodiment of the invention;
Figure 6 is schematic diagram of a method according to another
embodiment of the invention;
Figure 7 is a further system/method diagram of the embodiments shown in
Figures 2 and 3;
Figure 8 is a screenshot from a portal illustrated in i=igures.4 and 5;
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Figure 9 is a schematic diagrarri of a method according to another
embodiment of the invention;
Figure 10 is a schematic diagram of a method according to another
embodiment of the invention;
Figure 11 is a schematic diagram of a. system according to another
embodiment of the invention;
Figure 12 is a record diagram used in the embodiment shown in Figure 11;
Figure 13 is a schematic diagram of the system illustrated in Figure 11;
and
Figure 14 and 15 is a schematic diagram of methods according to further
embodiments of the invention.
DETAILED'DESCRIPTION
Referring to Figures 1 and 2 there is shown an advertising method 10
according to a preferred embodiment of the invention. At block 12 the method
10
includes receiving advertisement information 14 associated with advertising
space 16. At block 18 the method 10 includes sending advertisement information
20. The advertisement information 20 sent at block 18 has a relationship with
the
advertisement information 14 received.
In this particular embodiment the advertisement information 14 and 20
relate to distressed advertising. In other embodiments the advertisement
information 14 and 20 relate to retail advertising. In yet further embodiments
the
advertisement information 14 and 20 relate to discount advertising. Distressed
advertising relates to last minute or unsold advertising space.
Referring to Figure 2 there is shown a method 22 for coordinating
information for use in advertising. The method 22 is provided according to
another embodiment of the invention. At block 24 the method 22 includes
receiving different sets of advertisement information 26 associated with
advertisements for distressed advertising space. The different sets of.
advertisement information 26 each offer a different distressed advertising
space
28 for sale.
At block 30 the method 22 includes storing the sets of advertisement
information; and once the sets of advertisement information 26 have been
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received and stored at block 32, the method 22 includes searching at block 34.
More specificaliy at block 34 the stored sets of advertisement information 26
are
searched to locate at least one set 38 that meets with distressed advertising
criteria 36.
5 The method 22 further includes at block 40 receiving different sets of
advertisement information 42 associated with advertisements for distressed
advertising space by each offering an advertisement 44 for use in distressed
advertising. The different sets of advertisement information 42 are stored at
block
46. ln the method 22 there is further provided at block 48 searching the
stored
10 sets of advertisement information 42 to locate at least one set 50 that
meets with
distressed advertising criteria 52.
The distressed advertising criteria 52 is generated from a selected one of
the different sets of advertisement information 26 offering a distressed
advertising
space 28 for sa{e. In this embodiment each of the sets 26 specify a requisite
type
15 of advertisement required such as a gardening advertisement, a sportirig '
advertisement, a computing advertisement, a car advertisement and so forth.
Furthermore the sets specify a particular size of advertisement in a
particular
principle colour and so forth. The requirements specified in the selected one
of
the different sets of advertisement information 26 at least partly the
distressed
20 advertising criteria 52.
Conversely the distressed advertising criteria 36 is generated from a
particular one of the different sets of advertisement information 42 offering
an
corresponding advertisement 44 for use in distressed advertising. In this
embodiment each of the sets of advertisement information 44 provide a specific
26 type of advertisement and provide a principle colour used in the
advertisement
such as orange, purple, yellow and so forth.
Referring to Figure 3 there is shown a system 54 for coordinating
information for use ir.~ advertisihg. The system is provided in accordance
with a
preferred embodiment of the invention and comprises receiving means 56 for
receiving different sets of advertisement information 58 associated with the
advertisements for distressed advertising space. The system 54 further
inciudes
storing means 60 for storing the sets of advertisement information 58 and
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searching means 62 for searching the stored sets of advertisement information
to
locate at the least one set 64 that meets with distressed adverfising criteria
66
In this embodiment the different sets of advertisement information 58 each
offer a different distressed advertising space 68 for sale and thereby are
accordingly associated with advertisements for distressed advertising space.
The
receiving means 56 is further configured for receiving different sets of
advertisement information 70 each offering an advertisement 72 for use in
distressed advertising.
The system 54 is able to match particular distressed advertising spaces 68
for sale with one or more of the advertisements 72 as they become available by
generating the distressed advertising criteria 66 from the advertisement
information 70, A reversaf of this process is also performed.
One notable benefit is that in this manner the 'average' person or small to
medium enterprise is afile to source distressed advertising space for sale.
The
payment made by the 'average' person or small to medium enterprise offering
the
advertisement occurs through the system 54 so as to avoid the entity offering
the
advertising space for sale having to chase payment. As such many providers of
advertising space are able to access the system. The payment, in this
embodiment, occurs online using an online credit card system.
It is envisaged that each of the sets of advertising information 58 each
offering a different advertising space 68 for sale will have particular
urgency
indicators such that when the searching means 62 locates a plurality of sets
64,
the sets 64 can be ranked in a particular order. Although the sale price may
be
used as an urgency indicator separate urgency indicators such as high medium
and low are envisaged.
As illustrated in Figure 4 the system 54 provides a web portal 74 which
prompts the user for a logih 75 and a password 77. When a media company 76,
for example, accesses the portal 74 the rriedia company 76 is prompted for the
login and password using a secure login section. It is subsequently determined
whether the media company 76 is member recorded in a database storage area
80 of the system 54. If the media company is not recorded as a member they are
prompted at block 82 to apply for membership by filling in an online
registration
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form, Once the media company 76 has provided all the requisite details and nas
been authenticated the details are stored in the database storage area 80.
in this regard it is to be appreciated that several entities such as agencies
involved in the provision of advertising space may fulfill the role of the
media
company 76. Agency arrangements allow agencies to use the system without
being required to pay on purchase as they have accounts with the suppliers
already. They would purchase through the system and a commission cheque
would be sent. As indicated above the advertisers will typically pay on
purchase
through an online credit card facility.
Referring to both Figures 3 and 4, once the media company 76 is verified
the company 74 is provided access to a supplier's centre 84 at black 86 from
which the company is able to upload sets of information such as sets 58 each
offering a distressed advertising space for sale. In this way the media
company
76 is able to access the supplier centre 84 to upload distressed advertising
space
details for advertising space that has been unsold prior to an initial
deadline, for
sale to buyers. This is shown at block 88 where the media company 76 enters
detaiis including the media type. In this embodiment a list of media types is
provided for selection by the media company 76 including bill board media,
magazine media, paper media, taxi media, other and so forth..
Advantageously at block 88 there is provided a method of prepopulation
which includes prepopulating items for use in the set of advertisement
information
uploaded by the media company 76. By accessing the database storage area 80
containing statistical information, typical media types and colours are used
to
prepopulate the fields used at block 88 to receive the distressed advertising
space details.
After a set of advertisement information 58 has been created the set is
saved and made ilve at block 90, following which the set is made available for
advertisers to buy. and locate using a web search at block 92. Additionally
once
the set of information has been saved it is used to update the.statistical
data in
the database storage area 80 for later use in prepopulation.
The system 54 has a search means in the form of a search engine having
specialised search functions developed to enable members to navigate around
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the system and search for the appropriate rt m~uta IvI U111 al lu CLU VU1
L1D111!j CF IGy
require. The search engine is able to utilise Boolean operators or* natiural
language or a selection of search criteria to produce the search results. The
search engine provides at least one search criteria which may be utilised to
limit
or expand a search. The search criteria includes and is adapted to find
results
according to category, target market, price, media type, name of media
publicationlradio station/tv channel, campaign date, state, new/old listings,
demographical information, ratings or any other useful search 'criteria.
The search engine provides a one click search box allowing members to
search for advertising and media suppliers without having specific knowledge
or
industry language to do so. The search engine enables members to enter
keywords, phrases, any kind of text into a box and to utilise the one click
comprehensive search. Once the search is entered system will search through
the entire database that houses all the advisement information of the
advertisement space providers and advertisers to provide extensive details-
related to products, services, clientele, target markets, demographics and so
forth. The system will then display all matching data.
The system also allows for structured specific searches for specific
database fields such as demographics and target markets.
The system provides a plurality of sets of advertisement information for
distressed advertising uploaded by the seller which in this embodiment
comprises
media companies and agencies. Each set of information includes details such
as: the category, publication or company name (for example The Age or Channel
10), recommended retail price, discounted price, percentage of discount
provided,
campaign date, deadline date, written description of advertising for sale, for
example full colour 2 page banner advertisement), state for campaign,. target
market and -format or specifications required for the advertising.
It is considered that advertising space providers will be able to use the
search engine to gain more leads to the media company from a greater reach and
will have special benefit for regional media companies
The media company 76 is also able to access previous sets of information
58 offering distressed advertising space already uploaded into the system and
to
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make changes. Changes able to be made include changing the requisite
specifics of the advertising space such as size, colour and type or disabling
the
set of information such that it does not display. This involves changing the
status
of the set from llve to disabled. In this embodiment the sets of information
58 are
stored in an XML. database system. Other database systems and distributed
networks are envisaged.
The media company 76 is able to access the supplier centre 84 to view
statistics that show how many times their advertisements have been viewed by
advertisers. They can see how many alerts have been set,that match their media
type, or other details that match their registration details. In this manner
the
media company 76 is able to gauge whether their last minute distressed
inventory
of space is being viewed by potential buyers and whether they should make
changes to entice buyers.
Thus it will be apparent that the system 54 provides a most advantageous
solution for distressed advertising space which is currently sold via
traditional
methods such as by telephone or by person. It is thought that the system will
be
particularly advantageous for regional newspapers as poteritial advertisers
often
do not go past local traders.
Moreover, the system 54 is directed towards allowing publication
companies/media suppliers to source distressed advertising in view of
advertisement requirements. Conversely the system 54 advantageously allows a
group of advertisement space purchasers to. buy distressed advertising, for a
wide
variety of products and services, from publicatlon companies/media suppliers
for
a comparatively low price in comparison to the likelihood of gaining
advertising
exposure.
In order to ensure that the system 54 attracts distressed advertising space
the, system includes means for controlling the sets of advertisement
information
58 offering distressed advertising space 68 for sale, such that the amounts
requested meet with a predetermined pricing schedule. The predetermined
pricing schedule has set sale amounts for particular sized advertisements for
particular media types.
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Thus for an advertisement space that nfFyf,. LyN3"C4lly uC ?UfU SAL W~~ iti q
well know newspaper, the predetermined pricing schedule ensures that the
advertisement is sold at no more than $15. In this manner the system 54 also
embraces retail and discount advertising. Generally distressed advertising
will
5 provide for lower prices as advertisements for the advertising space offered
will
be in relatively high demand by the seller of the advertising space, due to
time
constraints
The system 54 includes means for searching membership information
stored on the database 80 to determine the pricing schedule according to
10 predetermined arrangements. In this arrangement controlling the amounts for
sale. includes prepopulating the data entry form such that amounts beyond a
maximum cannot be entered. In other arrangements controlling the set of
advertisement information includes modifying the set of advertisement
informatiori
if the amount entered exceeds the maximum.
15 Additionally the system 54 can determine pricing schedules from various
logins that can be specified based on industries or membership. This allows
the
system 54 to recognise different pricing schedules whereby a different price
can
be set based on certain access levels, or based on location.
Further provided in system 54 are option means 110. In this embodiment
20 the option means 110 includes a module for providing the option of
modifying a
set of advertisement information offering a distressed advertisement space 68
to
include a particular item such as a particular principal background colour,
'The
system 54 may,have a predetermined configuration whereby the when the option
is selected the pricing schedule ensures that the maximum sale amount is
25 lowered and that the media company 76 is charged a corresponding amount for
selecting the option. Other arrangements which operate on advertisement size
and so forth are envisaged. These include images, specialised display formats,
priority listings, SMS notifications and target market listings. Each of these
options is made available for an additional prescribed fee.
30. In this embodiment different types of outdoor media are advantageously
offered, and as such the system 54 caters for bus shelters, billboards and
taxi
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26
tops. Print media, radio media, and dynamic media such as television are also
catered for.
In'addition, the system 54 includes as option means 111 allowing for these
forms of media to be packaged into a discount package. It will be apparent
that
the option means 111 forms an embodiment in its own right. as shown in Figure
5 the supplier saves a first set of advertisement information 112 for one type
of
media such as newspaper media and then saves a second set of data 114 for
one of a distressed bus shelter, billboards or taxi top media. The supplier
enters
details in two separate sets.
In the system 54. at block 116 this inciudes* receiving the first set of
advertisement information 112, which in this example is taken to be associated
with newspaper media. Following this the system 54 receives the second set of
advertisement information 114, which in this example is taken to be associated
with a bus shelter media. The system 54 at block 117 then provides the
supplier
with the option of forming a discounted package 118 including distressed
advertising space for both the print media and the bus shelter media.
If selected, and subject to the second publication media being different to
the first publication media, the system 54 forms a resultant- set of
advertisement
information by combining the first set of advertisement information 112 and
the
second set of advertisement information 114. A sale amount is determined
according to a pricing schedule, the sale amount being discounted given that
the
first publication media is different to the second publication media.
This arrangement is particularly advantageous as presently media
companies do not offer discounted packages to be bought and sold online. By
enabling sellers to sell discounted packages online, will inturn enable
sellers to
generate new leads. The system can cater for all media types and for combining
multiple media types into a package online with the option of including
production
costs.
The functionality is provided in the system 54 by a package module
allowing the supplier to choose which ads they would like to package together.
The system 54 shows the main headings for each advertisement and the total
bundled price. The supplier is further provided with the, option of further
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27
discounting the price according to the pricing scheduae wnen tne pacKage is
displayed.
Furthermore with some media types, such as radio, the advertising space
supplier is provided with the functionality to add into the package via the
system
the cost of production services. This can either be provided as an option to
the
buyer or be part of the complete package.
In an embodiment shown in Figure 6 a method 120 is provided which at
block 122 includes receiving sets of advertisement information 123 associated
with advertisements for advertising space 125 and at block 124 includes
storing
the sets of advertisement information. More specifically the method 120
involves
controlling, at block 126, the input of advertising criteria 130 to specify a
search
selected from a group specifying at least a national or international based
search.
After this the method 120 at block 128 involves searching the stored sets of
advertisement information to locate at least one set that meets with the
advertising criteria.
In this manner the system 54 advantageously operates on a national
and/or an international basis to provide the ability to source available
distressed
advertising space. The system 54 provides international search capabilities
with
comprehensive searching that enables members to search for media companies
offering distressed advertising space that matches desired criteria.
Advantageously the algorithms used within the search enable variables to
be searched for from one search screen providing a one stop directory for
everything related to advertising. The system 54 includes a mail centre using
which an advertisement space provider or and advertiser can make an
introductory enquiry.
In the suppliers centre 84 there is provided the ability to add an offer for
advertisement, an advertisement, change an offer, view past offers; view offer
statistics, view industry news on advertising sales and trends and take part
in a
specific forums including seller and buyer forums. Pod cast technology can
advantageously be used through the supplier's centre 84 and the web portal 74.
!t is constdered that interest will be fostered by the provision of industry
news,
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28
articles, and forums allowing members to send queries to staff on advertising
in
combination with online forums, for members to swap ideas or questions.
In addition,-new tools for members to use for advertising or marketing will
be provided along with downloads of various freeware utilities related to
5' advertising. Online tutorials for businesses to do online or listen via pod
cast are
envisaged.
1n- addition to pod casting facilities for online tutorials the technology is
used to stream industry news and articies and to stream advertisements.
The seller and buyer forums provide forums for members to share ideas
and questions and a blog for industry specialists to post up to date
information
and in which members can respond. These forums and blogs can be subscribed
to and associated via other online systems. In addition online newsletters and
journals are provided that are Updated regularly and are accessible to members
to read.
The supplier's centre 84 is password protected and has the facility to allow
a member to change and add membership details, view accounts, access a mail
centre for enquiries from buyers and add or remove publication or media types
provided. .
Furthermore the suppliers' centre 84 provides the ability for the supplier to
perform a reverse search in which the supplier types in a figure into a
reverse
search field following which the system matches prices and display members
willing to purchase space at or above amount entered. -in the arrangement
different sets of advertisement information each offering a different
advertisement
for use in distressed advertising are received and stored, each including an
associated sale amount. This enables subsequent searching according to
distressed advertising criteria specifying a limitation on the associated sale
amounts. .
The distressed advertising criteria may include a price per publication or
media type that buyers are willing to spend. This may for example be $15 per
column with a maximum number of columns for ari advertisement in a well known
newspaper publication. This inforrriation is set by the buyers of the
advertising
space and is stored in the database 80. Sellers are then able to access the
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database 80 to see what rates buyers are williriy -v pay iva u ivn otvvn aI lu
õ uvy
are happy to accept those rates can contact the buyers.
Advantageously the system 54 has configuration of means arranged to
enable for anonymous emaii contact or contact via telecommunication networks
including SMS systems to inform the buyefs and enable them to purchase
distressed advertising space at the amount proposed.
In the present arrangement and in the event that a supplier wants to sell
the space for the specifications displayed he or she is able to click on a
link ,
which subsequently takes the supplier to a page in which he or she would then
fill
in the details. After this, a reference code is issued by the system 54 and
information is sent to the advertiser.
Of particular reference to distressed advertising is that the advertiser has a
set time provided for accepting the advertisement space offered. If the
advertiser
wishes to purchase the advertisement space he or she would have to click buy
on
the message and go through a purchase procedure within aset time provided.
The set time is determined by the advertisement space supplier and may for
example be a 30 minute deadline, a 60 minute deadline, a 12 hour deadline, or
a
2 day deadline and so forth.
Referring to Figure 7 there is shown an advertiser advertiser 94 using the
web portal 74 to upload advertisements for use in distressed advertising. To
perform this action the advertiser 94 logs onto the web portal 74. The
advertiser
94 is then prompted for a login and a password at block 96. If the advertiser
94 is
not a member recorded in the database storage area 80 then the advertiser 94
is
prompted to register using an online form. Qnce the credentials of the
advertiser
94 have been authenticated details of the advertiser 94 are stored in the
database storage area 80 at block 98.
At block 100 the advertiser 94 is provided access to an advertiser's centre
100 from which the advertiser 94 is able to upload advertisement details for
the
provision of an advertisement for use in distressed advertising space. The
advertiser 94 performs this task by clicking on a button and then inserting
the
details into an online form. As before the fields of the form are prepopulated
using statistical information saved in the database storage area 80.
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In the centre 100 the advertiser 94 can set a rate he or she are willing to
pay for advertising space. A newspaper publication would state the price per
column, maximum spend, page and position. This information is stored within
the
database 80. The system 54 then accesses the database to determine if any
5 distressed advertising suppliers having space availabie for the associated
advertisement,
The Figure shows a searching option 102 available to the advertiser 94.=
With the searching option 102 the advertiser 94 enters in desired advertising
criteria relating to distressed advertising. This is performed at block 104.
10 Previously with the searching option a number of sets of advertisement
information each offering a different advertising space for sale have been
received and these are stored In the database 80. This allows the searching
option 102 to subsequently search the stored sets of advertisement informatioh
each offering a different advertisement space for sale to locate at least one
set
15 that meets the distressed advertising criteria associated with the
advertisement.
In this embodiment the desired advertising criteria is entered as part of the
uploaded set of advertisement information and includes criteria specifying
colour,
size, and type.
After this the advertiser 94 is presented with the option of buying at least
20 one advertisement space located by the search option 102. At block 106 a
transaction server is employed to forward the set of advertisement information
to
the media company offering the distressed advertisement space selected by the
buyer. If accepted the advertisement space is no longer offered for sale and
the
system sends the buyer an invoice. In this embodiment the invoice requires
25 immediate payment by credit card at block 109 to finalise the transaction
after
which the supplier is sent an email confirming payment. Alternate purchasing,
systems may be used. In one embodiment the payment may be partly refunded if
the advertisement does not meet agreed criteria. A web portal screen print out
is
shown in Figure 8.
30 Although not shown in Figure 7 the system 54 includes a limitation
whereby the advertiser 94 is only able to search for adverti,sement space
having a
payment amount meeting with a pricing schedule. In this manner the system
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controls a set of advertisement information entered by the advertiser 94, such
that
an amount offered for the distressed advertising meets with a pricing
schedule.
With a bundled package the advertiser is able to click on an' associated link
to get individual information regarding each advertisement space offered in
the
bundled package. The advertiser are able to contact the advertisement space
provider anonymously with an offer for the bundles package, if the offer is
accepted, the buyer is then able to purchase the bundled package.
In the advertisers centre 100 the advertiser is able to type any word into
the search box from which the system 54 will then access the database 80.
Searchable database fields in the database 80 include media company
registrations, packages and all advertisements tagged to be searchable. In
this
manner this enables advertisers to use any keywords to search for relative
data
for purchasing advertising space. They can use a single keyword search or they
can narrow their search down via- an advanced search. By utilising specific
fields
within the database 80 and programming it into search databases the system 54
enables cqmprehensive searching for the entire website on a natiana( and
international basis:
There is also facilitated an auction environment in which an auction is
initiated and there are received different sets of advertisement information
associated with advertisements for distressed advertising space, each set
including an associated sale amount. In the auction a selection process -is
undertaken in which one of the sets of advertisement information is selected
based on the associated sale amounts.
The system caters for two types of auctions. The first is where the sets of
advertisement information each offer each a different advertisement at a
particular sale amount. That is the buyers of space make offers for a
particular
distressed advertising space. The secbnd is where the sets of advertisement
information each offer a different advertising space for sale at a particular
amount
That is, the sellers of space make offers for a particular advertisement
offered for
use in the advertising.
At block 108 the advertiser is presented with the option of building an
advertisement. This option, as with other options of background colour,
involves
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an extra cost. . Once the option has been selected the system 54 will tells
the
buyer how much it will cost to design the advertisement for the space they
purchased. The building system provided at block 108 provides design services
online for quick tum around. Presently there are no systems that provide the
ability to buy, build and send advertising online in one session.
The present system allows for an advertiser to buy, build, upload and
.distribute banner advertisements online In one session. In the system a set
of
advertisement information is received that is associated with an advertisement
for'
banner advertising space. After this the set is associated with a respective
banner advertising space and a respective banner advertisement. The system
enables buyers to purchase banner advertisements, choose to build them online
or use a ready made banner ad that can be added to the system.
The banner building system allows members to access a program that
takes them through the process of building an online banner advertisement.
They
are able to choose to use a static template or an animated banner template. In
order to achieve this the system houses a collection'of custom coded banner
templates developed especially as a dynamicsystem in which the code can be
changed by the member from a user friendly interface which requires no
programming detail. This is particularly advantageous.
The system allows the advertised to upload .their logo, create certain
animated or flash scenes and add content and sound. Once they have created a
banner advertisement they are able to save it and send it directly to the
seller via
the system. Alternatively they are able to save it in the members centre to
use at
a later date or for other purposes. The banner building system can be used by
members at anytime, not only when they purchase advertising. There is a cost
associated with the system for use.
It is considered that the banner system is most advantageous as a buyer
can either build a banner ad or upload an existing one. Based on how many
click
throughs or packages they bought they can then upload the banner into the
system which then slots their banner ad into one or more websites and
automates
the view time.
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As described, one notable feature of the system, is that once an offer for
advertisement space has been selected, the system adds up the cost to design
an advertisement using a predetermined calculation method programmed within
the system. The predefined calculation method operates on variables including
the size of the advertisement and the cost per cm. After this the buyer is
shown
the cost and is provided with the option of adding the cost to the final
invoice so
as to be able to access a build system at block 108.
The build system after the selection of an offer of 'advertisement space;
and the offer of a design service to build an advertisement operates to ensure
that the advertisement will be prepared within a predetermined time frame. The
user is provided with two options the first being to build the advertisement
online
themselves or to engage design services to perform this task on their behalf
within a predetermined time frame.
With the selection of the first option and with the advertiser, that is the
buyer, already logged into the system the advertiser is able to access various
templates that are sized according the advertisement purchased. The templates
enable the advertiser to manipulate the text, images, colour and so forth. The
advertiser can upload their logo and change the text. The advertisement can be
built within minutes and then the advertiser can buy, build and deliver their
'adverC:isement to the advertisement space suppller all online straight away.
The
templates may be provided by a third party program having an automated a
delivery service to deliver the ad straight to the media company.
The second option is targeted to advertisements that have been purchased
for glossy high end magazines as most buyers would prefer a graphic artist to
produce individual designs for these types of advertisement space. The second
option is preferably utilises one of a number of design service providers. The
selected provider is paid by the advertiser an instance where the buyer does
not
have the advertising content pre-prepared. and the seller requires finalised
advertising content.
The design service is adapted to have a rapid turnaround between 24-48
hours such that, when a customer purchases distressed advertising they are
able
to utilise a designer who can complete the design work by the closing
deadline.
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This alleviates the problem of individuals and/or companies not being able
to purchase distressed advertising simply because they,wouid not be ready by
the publication deadline. The design service will be able to be purchased
and/or
engaged online via a built-in facility on the website whereby a potential
buyer will
be able to upload or provide a description of all the details and design
online and
have the information directly submitted to the designer.
The contact details of the designer are made available such that the buyer
can speak to them directly. Alternatively, if the seller is able to organise
for the
design to be completed, a buyer can request this service at the time of
purchasing the distressed advertising.
In some instances the advertiser will upload content, images, logos via the
system to the designer. The designer can then design the advertisement and
send it to the advertiser via the system and email for approval. The system
will
have an approval system where a member can view the design and choose to
make changes or approve the ad.vertisement. This would then be sent back to
the
designer.
The prepared advertisements they are digitally delivered using third party
tools in the correct format to the media companies ready for print or
distribution
It is to be appreciated that the embodiment is especially advantageous in
that there is provided a method comprising creating a session and arranging
for
the purchase of advertising space; design of an advertisement and supply of
the
designed advertisement within a predetermined time frame, said arranging
occurring within the session.
Currently media companies, especially print media can have an advertiser
pull an ad out at the very last minute. For example someone might pull a full
page advertisement out five hours prior to print. In this case the media
company
these days would have to try to fill it with house ads or editorials which are
difficult. The embodiment provides a solution whereby distressed advertising
space can be readily filled.
Referring to Figure 7 there is shown an alert system 120 according to a
preferred embodiment of the invention. The alert system allows participants to
set alerts for specific types of advertisements or advertisement space offered
in
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the system. The aiert system operates automatically to match criteria and
information via various alert methods. On an alert seller and buyers can be
notified by email, SMS and other telecommunications systems. The statistics
gathered by the system integrates with the alert system whereby the statistics
5 gathered will show advertisers and advertisement space suppliers that they
are
being searched for or are having alerts set for,
In the embodiment an advertiser performs a search to located distressed
advertising space at block 122. The search returns no hits and the advertiser
reacts by setting an alert to match requirements set using the alert system at
10 block 124. The advertiser chooses to be alerted via email and SMS when a
supplier uploads an offer of an advertisement space that matches match
requirements as shown at block 126. In . the arrangement different sets of
advertisement information each offering a different advertising space for sale
are
received and stored. Following this the system searches the stored sets of
15 advertisement information each offering a different advertisement space for
sale
at block 128 to locate at least one set that meets with the distressed
advertising
criteria 130 set by the advertiser, This occurs after a number of spaces have
been made available at block 132. After this at block 134 an alert is sent to
the
advertiser on a set being located that meets with the distressed advertising
20 criteria.
This forms a first alert type shown in Figure 9 in which members can do a
search using the search or the advanced search and, if no ads match their
requirements, can set an alert via the system. They can choose to be alerted
via
email, sms -or both. When a supplier uploads an ad space that matches the
alert
25 the buyer is notified. In another alert type when an advertiser uploads an
advertisement an advertisement space supplier supplying a space matching
predefined criteria is notified.
In a further alert type shown in Figure 10, according to another
embodiment, an advertiser searching for advertisement space at block 136 finds
30 no hits and subscribes to a red alert type at block 138. With this alert
type when
a subscriber also signs up to the red alert type and uploads a related
advertising
space at block 140, the advertiser will be alerted to the presence of the
supplier's
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36
offer the advertiser is informed that to accept the offer he or she will have
to reply
within a 30 minute time period to purchase the advertisement. This occurs at
block'144.
Furthermore, after accepting to purchase the advertising space at block 146
the
advertiser is required also have the advertisement ready to go within 4 to 12
or a
couple of hours to make the deadline.
In this alert type the supplier of the space instead of uploading the
advertisement space into to the system to go online he or she chooses to
upload
it into an alert database which will alert the seller to subscribing members
who
match the requirements of the advertisement space. The details of the
advertisement space are then transmitted via email and sms to those members
who have chosen to receive tls type of alert and who match the requirements.
After accepting an offer of an advertisement or advertisement space the
member logs onto finalise the purchase using a reference code supplied.
Alternatively an email or sms based finalisation process may be employed.
Other alert types involve a set price alert for advertisers when offers of
space are made below a set price for a specific advertisement type and for
suppliers when an advertisement is offered to fill space at a purchase price
above
a set price,
As part of the system there is provided a further advertising method. Using
the method it is possible to build a campaign using a wizard. The method
involves providing a series of questions using various forms through which the
advertiser enters information through a number of fields. These fields request
information including a written description of the campaign, the objectives,
the,
target markets, the estimated revenue, the estimate budgets and so forth.
During
the process the wizard provides examples and descriptions which are
particularly
advantageeus. The questions are provided in a sequential series and the
advertiser is provided with the opportunity of using several calculators
including a
return on investment caiculator described below. Once the information
regarding
the campaign has been generated the advertiser is provided access to a
timeline
system using which the advertiser is able to set alerts over the duration of
the
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37
campaign, and search for advertisement space avaiiammy or pacrcages inai
match their requirements and timelines:
Furthermore the timeline system provides a calendar and reminder system
using which the advertiser is able to set notifications inciuding sms and
email
notifications prior to calendar deadlines for ad buying, design work or
delivery of
an advertisement. Once the campaign design has been completed it can be
emailed, stored in 'their members section or printed out. The advertiser is
able to
choose various formats- in which the campaign can be saved. The member can
also add the calendar for notifications to a#oolbar notification system.
The series of question include questions regarding company details, name
and so forth. A first step comprises showing the advertiser the title of the
first
section of a series for questions, for example the Executive Summary. During
the
first step and as indicated the advertiser is able to view a detailed
description of
what the purpose of the Executive Summary is and is provided with a helpful
example. In this arrangement the advertiser types directiy into the space
allocated and has a range of tools made available to assist them with
formatting
the document.
After completing the Executive Summary the advertiser moves onto the
next section by clicking a button. The advertiser is able to save the campaign
as
they go so that if they do not finish the entire plan in one sitting they are
able to
save it to their members storage centre and can open it later to continue. On
compEetion of the campaign the system will create a professional, formatted
marketing plan optionally in a PDF or MSWORD format
During the creation of the marketing plan the system pulls keywords which
we can be used for targeted advertising for certain members whilst they are
searching the website or working on their campaignlrnarketing plan. When a
member is writing their plan or typing certain keywords the system is able to
recognise the word and send to the page an advertisement targeted to those
keywords. The portal system will be able to pick up keywords from the wizard
as
a member is writing their plan, it would then target specifiic advertising to
that
page whilst the member is utilising the wizard system.
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38
The system gathers statistics and logs user activity for use in analysing
trends. The forms of statistics gathered includes buyers information, sellers
information, median advertisement information, demographic information,
sales/bids/conversions records, search data site traffic data, media publisher
data
ISP records, banking transaction records, advertising content, enquiry data
and
message centre records. With online advertisements including banner
advertisements further statics gathered include how many people view it, how
many click throughs and conversion statistics.
In this arrangement there is an associated database that is be separated
from or integrated with the actual portal server, containing the various
statistical
forms of information gathered including such as demographical information,
ratings and various other information that can be obtained by a research group
or
software program which provides a user with statistics beneficial to a
publication
or media cflmpany in identifying and monitoring target markets.
It is envisaged that means for providing statistical information will be
adapted to record and evaluate and reproduce information provided on the
website and actions conducted through the website. For example, it may be
possible to determine which search terms and/or categories are most searched,
the percentage of distressed media purchased and a plurality of other vital
information and/or statistics vvhich would be beneficial to publication and/or
media
companies to indicate various existing or ongoing trends in the marketplace.
The results can then be reproduced in tabulated, plot, or any other suitable
form which provides 'easy and quick access to reievant - information. This
information will preferably be on-sold to companies who wish to have access to
this data for an additional cost. As such, the method and system for buying
and
selling distressed -advertising can also be used as a valuable resource tool
for
individuals and/or businesses. It also provides an additional means of
marketing
for an individual and/or business to provide exposure to a wide demographic
range. It is envisaged that the system may also provide online markoting tools
which enable an individual and/or business to further utilise the system as a
resource tool, with assistance in creating business and marketing plans.
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39
The system provides means which enables a user to obtain various
statistics that are beneficial to a publication or media company. It is
envisaged
that the means for providing statistical information will be adapted to record
and
evaluate and* reproduce information provided on the website and actions
conducted through the website. For example, it may be possible to determine
which search terms and/or categories are most searched, the percentage of
distressed media purchased and a plurality of other vital information and/or
statistics which would be beneficial to publication and/or media companies to
indicate various existing or ongoing trends in the marketplace. The res.ults
may
be reproduced in tabulated, plot, or any other suitable form which provides
easy
and quick access to relevant information. It is envisaged that this
information will
be on-sold to companies who wish to have access to this data.
In a particularly advantageous feature, if certain advertisements or
advertisement spaces are continually not seiected they are published in a
magazine to entice other members. This involves receiving different sets of
advertisement information associated with advertisements for distressed
advertising space and storing those sets. The sets of sets of advertisement
information are searched to locate at least one set that meets with distressed
advertising criteria. After this particular sets of advertisement information
are
highlighted when then said particular sets of advertisement information
repetitively do not meet distressed advertising criteria. This is performed by
gathering related statistics as described above.
In this arrangement sets of advertisement information are -highlighted by
providing an online publication directing readers to said particular sets and
by
providing an online newsletter and an e-magazine which, contains the
advertisements.
The use of website form fields to receive the sets of advertisement
information #s supplemented with an inbuilt spread sheet uploading facility.
The
system includes supplier spreadsheet templates that are preset with all the
fields
required. The spreadsheet templates can be downloaded to enable the supplier
create a spreadsheet and enter each item many times and once the spreadsheet
is ready to upload the supplier can log Into the website and choose to upload
the
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spreadsheet. Following this the system callec LF Fc uala 1-ul r 1 ti1C
and stores each item into corresponding fields in the database. Once these
fields
have been matched the advertisement information is saved into the database and
where the supplier has chosen to send' the advertisements live they will be
5 available for display on the website for purchase.
The system further provides charity features in which suppliers of
advertising space have the option, via fields, when adding an offer of
advertising
space to the system, to donate the advertisement to a charity in the event it
is
unsold within a particular.time frame.
10 When the advertisement is not sold, the supplier is sent a notice within
the
system with a list of charities that have been obtained from the database. The
supplier is able to choose from any of the charities one or more charities
that they
wish to donate the advertisement to. The system then notifies the charity via
an
email that they have received the space from the supplier. They then log into
the
15 system as a member and will be provided an added link in the members
section
allowing them to accept or decline the offer of the donated space. On
acceptance
of the offer the supplier is notified that the space is taken in the same
manner that
is given for all buyers. The Charity can then choose to use the same resources
allocated within the system for production and design if they so choose. If
more
20 than one charity is selected, the first charity to respond is provided with
the
advertising space and the other charities are accordingly notified that the
space
has been taken.
In one embodiment, a set of advertisement information associated with
advertisements for advertising space is received and stored along with a
number
25 of different received sets of advertisement information, Before receiving
the set of
information there is provided an option of including a particular item
associated
with a donation to community conscious party, with the option comprising
letting
the community conscious party to use the advertisement space, if the
advertisement space is not sold within a predetermined time period.
30 The system accordingly provides a community conscious company
business model in which suppliers can choose to let a charity use an
advertisement space if the space does not sell. They can either choose the
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41
charity or let the system decide. The system may decide by choosing a charity
randomly selected from a list of charities that have been approved.
There is also provided a sponsorship system in which organisations,
companies, products and businesses are able to offer sponsorship as a means to
advertise. The system allows these companies to upload their sponsorship
offers
online and have access to a wide range of potential sponsors.
In the system a set of sponsorship information associated with a
sponsorship is received through a web portal and a sponsorship offered based
on
the set of sponsorship information received.
The sponsorship made available on the web portal does not have to be
prepurchased. The system allows the advertiser to apply to sponsor on some
occasions and in this instance the system wbuld send all the data to the
accepting participant so that contact can be made between the participant and
the sponsor. The system charges a commission on the amount received or a fee
for advertising of the sponsorship.
In this manner sponsorship seekers do not have to chase potential
sponsors via telephone, email, or other sales techniques which are time
consuming. The system also enables buyers to search for sponsorship
opportunities, the same as they would for all other advertising. A charity may
sponsor a participant who then returns a portion to the charity. Nevertheless
the
sponsorship system of the embodiment not just for charities but will also be a
place for sponsorship of sporting teams, national and local events and so
forth.
One notable facility is a toolbar or desktop item which can be downloaded
to notify a user of various information relating to distressed advertisements
or
distressed advertising space offered on the web portal.
Another facility provided is a return on investment calculator. Using the
calculator a member can click on the calculator to take them to an interface
that
allows them to enter data to extract a figure which shows them how many sales
or
a figure they need to return to make a profit or break even from purchasing
certain advertisements, or to run a campaign.
The calculator takes an investment cost, an average cost of a sale, the
amount of time the advertisement will be viewed, the enquiries expected to
follow
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42
and so forth,- Using the calculator the member can do a quick calculation
prior to
purchasing. It is thought that the calculator will be particularly
advsntageous for
small businesses that are not sure on how to advertise and what their return
on
investment should be.
Another feature provided is a financing module for small businesses who
do not have a lot of cash at their disposal. In the event that a great deal
comes
available on the system, such as a billboard for half price from $20,000 to
$10,000 the financing feature will allow members to find finance.
Further embodiments of the invention may be provided using SMS/UVAP/3
technology to enable buyers and sellers to access and utilise the system via a
mobile device. They may also be provided a phone order service which will
allow
a buyer to have a representative conduct a search and report back to them if
they
do not have internet access or if they do not have time to search themselves.
!n an embodiment shown in Figure 11, the invention provides a
system for offering and selling distressed advertising which has provided a
website 150 which is adapted to sell distressed advertising to targeted
consumers
such as marketers, advertising buyers or other professionals wishing to
purchase
advertising. In the embodiment of the invention the advertising is offered
directly
to the customer at a discounted rate and is only available and/or applicable
to
distressed or last minute unsold advertising. Thus the invention provides a
system for offering and selling distressed advertising (last minute or unsold
advertising space) in an online environment which is adapted to offer and sell
distressed advertising to targeted consumers such as marketers, advertising
buyers or other individuals or businesses wishing to purchase distressed
advertising at a discounted rate.
The system has provided a web server 150 to which a plurality of buyers 2
and sellers 3 can be connected over an online distributed communication
network
4 such as the internet or the like. The server 150 can be any standard
computer
system made from any suitable computer manufacturer such as IBM, Hewlett-
Packard, Deli, Compaq, Acer or the like.
The server of the invention has provided at least one database 155. A first
database 158 is adapted to store details of members who subscribe and wish to
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43
obtain full access to the system. Membership is provided as a means of
maintaining a targeted audience for the invention such as marketers,
advertising
buyers and other professionals. The database 158 is adapted to collect and
store
information about members, including data records for buyers 156 and sellers
157, such as contact details, contract records and other necessary
information.
The database, as illustrated in Figure 12 may also contain median
advertisement
records 8, demographical and/or ratings records 9, buyer's sales or bids
records
10, media/publisher records 12, internet service provider records 13, banking
records 14 and advertising content 15 which is uploaded by a buyer 2 or
designer. The database may be used to authorise a person to purchase or sell
median advertising or for statistical purposes, subject to privacy laws. It is
envisaged that a user will be able to update their details at any given time.
The system of the invention has a database 160 associated with the
website which is adapted to store details of members who wish to obtain full
access to the website. Membership is provided as a means of maintaining a
targeted audience for the invention such as marketers, advertising buyers and
other professionals. The database is adapted to collect and store infomnation
about 'members, including buyers and sellers, such as contact details and
other
necessary information. The database may be used to authorise a person to
purchase of sell median advertising or for statistical purposes, subject to
privacy
laws. It is envisaged that a user will be able to update their details at any
given
time.
The system has provided an online interactive interface accessible through
a user's computer in the form of a website 167 which enables a user to view,
retrieve and store data on the database(s) 155 of the server 150. The website
167 may have provided a plurality of web pages which are interconnected or
interlinked and can be accessed via links provided on the home page and/or
other pages within the website. Each web page may be provided with at least
one category and/or subheading to facilitate a user in navigating their way
around
the area and finding the correct information or location they need. In a
preferred
embodiment, the website may have the following basic menu breakdown
structure:
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44
The system has provided a payment means 169 to enable a buyer to
purchase an ad and/or a seller to provide payment for use of the system. The
payment means is preferably in the form of an e-commerce platform with high
level security which is adapted to enable all transactions to be accepted and
processed internally via an online environment in a secure manner such that,
handling between buyers 2 and sellers 3 is' eliminated. In a preferred
embodiment of the invention payment must be made in advance at the time of the
transaction in order for the advertising to be subsequently sold or provided
to the
customer. It is envisage'd that payments may be accepted and processed
directly
through the provider or via an approved third party. If a user requires
financial
assistance it is possible for the user to. have an account with the provider
which
enables them to be invoiced and provide payment at a later date so that they
are
not disadvantaged from using the system:
The invention may have provided e-commerce facilities with high level
security which are adapted to enable all transactions to be accepted and
processed internally via the website in a secure environment such that,
handling
between buyers and sellers is eliminated. However, in an alternate embodiment,
a user may be able to have an account with the provider which enables them to
be invoiced and provide payment at a later date. In a preferred embodiment of
the invention payment must be made in advance at the time of the transaction
in
order for the advertising to be subsequently sold or provided to the customer.
It is
envisaged that payments be accepted and processed directly through the
provider or via an approved third party.
A method of an embodiment of the invention shown in Figure 13 involves a
buyer 172 registering the details to become a member and gain full access to
the
oniine distressed advertising system and services'provided. This can be done
via
the online portaUinterf.ace accessible through a buyer's 1.72 computer via the
internet. Once . a buyer 172 has provided their contact details and other
necessary information, they are issued with a unique user name. and password
which they can utilise to log onto the system or server 150 and have access to
the services and facilities available. Membership is divided into buyer's and
seller's membership areas such that members may only have access to the
CA 02613142 2007-12-21
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appropriate sections of the website. It also provides them with access to
their
own personal member's section on the website which may have details of past
purchases, -sales, invoices, receipts and other relevant information. Thus,
once
the buyer 172 has logged in, they can perform administrative functions such as
5 changing their password or updating their account, browse the median
advertisement database 155 and/or purchase median advertising space by
beginning a new search and/or purchase or resuming a saved search and/or
purchase.
They can also use there log in to access their own members centre that
10 will also be a place for storage of information related to them, such as
marketing
plans they have developed via the system.
A buyer 172 can search via the search engine for a particular media forum
and certain target markets utilising various search criteria to find the
appropriate
advertising they require. By conducting a generalised search it is possible
that
15 the system may also introduce them to new media forums and/or target
markets
which they had not considered previously. if a buyer 172 has any queries
relating
to a given advertisement, they can contact the seller 173 directly via an
online
means to clarify the query or request further information by submitting a
request/question online.
20 Once the buyer 172 is ready to purchase distressed advertising they can
press a "buy" button which will cause a confirmation screen to appear
confirming
the advertising details and price to be paid. Once this information has been
confirmed by the buyer, they will then be directed to a payment section having
incorporated e-commerce faciiities with a high security level so they can pay
for
25 the advertisement in a secure environment. Alternatively, they buyer 172
may
apply for finance approval for the transaction, prior to purchase, whereby
their
details will be sent to the provider to approve their application for an
account with
the provider and/or third party finance company. Once payment has been
received successfully, the buyer 172 will be shown a receipt showing the
30 advertisement details, payment confirmation and deadline for the
design/artwork
to be submitted. The buyer 172 can then print this receipt, or return to a
saved
electronic version at a later date which will be stored in their member's
section
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46
accessible when they log into the website. If a buyer 172 has not yet
finalised the
advertising content or design work for the advertising, they can arrange to
use the
services of a designer 176 who will complete the work prior to the publication
or
media deadline. Alternatively, they may request the seller organise and
complete
the creative work at the time of purchase if this is an option made available
by the
seller 173. A buyer 172 can also choose to be notified by email, sms, mail or
any
other suitable means if advertising is placed by a particular seller, for a
particular
media and/or target audience which they may be interested in.
Referring to Figures 14 and 15 this method involves a seller 173 being
able to sell last minute distressed advertising to potential marketers,
advertising
buyers and other professionals in a safe and secure manner. The seller 173
registers their details to become a member and gain full access to the online
distressed advertising system and services provided. This can be done via the
online portal/interface accessible through a seller's 173 computer via the
internet.
Once a seller 173 has provided their contact details and other necessary
information,, they are issued with a unique username and password which they
can utilise to log onto the system or server 150 and have access to the
services
and facilities available. In this regard there may be a delay for approval by
an
account manager prior to utilising the system.
lt ewill also provide them with access to their own personal member's
section on the website which may have details of past purchases, sales,
invoices,
receipts and,other relevant information. Thus, once the seller 173 has logged
in,
they can perform administrative functions such as changing their password or
updating their account, search statistical information from associated
databases
as a resource tool and/or begin uploading and advertisement for distressed
advertising.
The seller 173 is required to pay a prescribed fee which can be paid
periodicaAy or per advertisement. Once the payment has been received
successfully the seller 173 can then upload one or more advertisements for
distressed advertising onto the server 150. It is envisaged that once a seller
173
has uploaded an advertisement for the first time, they may have to await
clearance for the advertisement to be approved. The seller 173 will also be
able
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47 to liaise with a potential buyer 172 by receiving queries from potential
buyers 172
and being able to respond to them via enquiry and feedback facilities provided
by
the invention. The seller 173 may also sign up to vlew statistical information
collected by the system to monitor marketplace trends. Both the buyer 172 and
seller 173 may also choose to purchase advertising on the website 17 of the
system.
It is envisaged that the invention may also offer advertising to both buyers
2 and sellers 3 on the website 17 of the invention as a means for generating
revenue for the provider 185. The provider may have provided account
managers with restricted access such they are able to add/delete/modify
accounts, assign contracts to sellers, manage banner advertising, control
buyer
and seller ratings and other specific duties as required.
It is to be appreciated that whilst the invention can also be applied to the
offering and selling of regular advertising, for convenience sake it has be
described herein in terms of a method and system for offering and selling
distressed advertising.
It is to be appreciated that each of the methods are implemented in a
computer system and thus may accordingly be termed computer system
implemented methods. Furthermore, the present invention encompasses
computer-readable medium bearing computer-executable instructions that, when
executed, carry out at least one of the methods.
While this invention has been described in connection with specific
embodiments thereof, it will be understood that it is capable of further
modification(s). This application is intended to cover any variations uses or
adaptations of the invention following in general, the principles of the
invention
and including such departures from the present disclosure as come within known
or customary practice within the art to which the invention pertains and as
may be
applied to the essential features hereinbefore set forth.
As the present invention may be embodied in several forms without
departing from the spirit of the essential characteristics of the invention,
it should
be understood that the above described embodiments are not to limit the
present
invention unless otherwise specified, but rather should be construed broadly
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48
within the spirit and scope of the invention as defined in the appended
claims.
Various modifications and equivalent arrangements are intended to be included
within the spirit and scope of the invention and appended claims.
Therefore, the specific embodiments are to be understood to be illustrative
of the many ways in which the principles of the present invention may be
practiced. In the following claims, means-plus-function clauses are intended
to
cover structures as performing the defined function and not 'only structural
equivalents, but also equivalent structures. For example, although a nail and
a
screw may not be structural equivalents in that a nail employs a cylindrical
surface to secure wooden parts together, whereas a screw employs a helical
surface to secure wooden parts together, in the environment of fastening
wooden
parts, a nail and a screw are equivalent structures.
"Comprises/comprising" when used in this specification is taken to specify
the presence of stated features, integers, steps or components tiut. does not
preclude the presence or addition of one or more other features, integers,
steps,
components or groups thereof." Thus, unless the context clearly requires
otherwise, throughout the description and the claims, the words 'comprise',
'comprising', and the like are to be construed in an inclusive sense as
opposed to
an exclusive or exhaustive sense; that is to say, in the sense of "including,
but not
limited to".
