Method for advertising products in trading locations and system for realization of said method

FIELD: advertisement.

SUBSTANCE: method includes, before transfer of combined video and audio signal from remote center to multiple control servers, selection of blocks of video and audio information about goods, in remote center, which goods are present in trading location, where appropriate control server is positioned, and playback is performed continuously on each display by means of respective controls server, at least portion of selected blocks of video and audio information about advertised goods is played, which are appropriate for goods present in trading location, wherein appropriate controlling server is located and matching display, after that analysis of blocks of video and audio information indicated on displays, is performed, and report information is formed.

EFFECT: higher efficiency.

2 cl, 1 dwg

 

The technical field

The invention relates to an advertising business, and more specifically, relates to a method of advertising goods in the areas of sales and systems for carrying out the method.

Prior art

There is a method of advertising goods, implemented in the system of distribution of visual information for the shopping center in which the advertising information of a text character, stored in the memory of computer shopping center, is transmitted through a wireless link to each display, which is provided with each cart shopping centre, designed to Mall visitors to move their selected goods in the hall shopping center (Germany application No. 3942939, CL G 09 G 3/00).

This method ensures transmission of the advertising information of a text character from a Central source to the receiving device to display each truck with a speed of 125 kbps. In accordance with the specified method of advertising information is available for visitor only call them carts.

Thus, this method involves an individual contact of the visitor's shopping centre that is equipped with a trolley, and a source of advertising information. When this is communicated to the visitor advertising information about the goods is not always true for goods that will visit the eh is currently in front of their eyes. In addition, this method does not provide the visitor simultaneously and choose the product and the perception of the advertising text, which, moreover, may not correspond to the selected item.

There is also known a method of advertising goods described in U.S. patent No. 5134716, CL G 09 F 27/00. According to this patent promotional information form in the remote centre and in the form of a combined video and audio signal transfer in designated sales - fueling station to reproduce this information on the display, equipped with sound-reproducing means. When the playback of the advertising information on the display is only subject to the execution of user-defined actions, namely out of the slot of the piston of the refueling hose. Upon completion of the refueling and installation of the refueling hose back to the nest receipt of advertising information is immediately terminated, and the display of the advertising information is replaced with information on the perfect consumer action. For this method was characterized by the absence of the goods in the immediate vicinity of the source of advertising information, in connection with which a consumer must visit a different point-of-sale - gas station - for the purchase of goods, advertising information which he had received for rabochei station. In addition, this method provides for an active role of the consumer in the activation of the advertising system and, therefore, inevitably forces the consumer to disperse their attention between the committed target actions and the perception of advertising information.

Thus, known methods of advertising goods do not provide expected from promoting products of the effect, since the consumer is invited abstract information about goods that are missing before his eyes. The consumer is not provided for under the influence of advertising immediately select and purchase the advertised product.

Disclosure of inventions

The basis of the claimed invention is the task by changing the conditions of the consumer advertising information to create this form of advertising goods at point of sale and such implements his system, which would provide a sales increase of turnover in terms of conscious choice by the consumer of the advertised goods.

This problem is solved with the creation of a way of advertising of consumer goods in the areas of sales, including the formation in the remote center of video and audio information about the advertised goods, transfer to designated sales combined video and audio signal carrying the generated information on advertising, promotion and exhibition is controlled goods, and reproduction of the information on the display, equipped with sound-reproducing means, in which, according to the invention, designated sales will be equipped with multiple displays that are placed in the field of view of the many visitors to the places of sales, before playing the generated information specified signal is transmitted to the control server which is placed in each location sales and whereby carry out remote control of each of the multiple displays, while continuously playing on each display module, at least part of the generated information about the advertised goods corresponding to the goods available in the place of sales, which posted respective display.

Thanks to the invention in the field of sales achieved an increase in turnover, and visitors seats sales make an informed choice and purchase of the advertised goods.

In accordance with the claimed invention, the display is placed above the cash terminal, above the counter, which are laid out the goods offered to visitors in this place of sales.

According to the invention it is possible the specified signal to be transmitted to the control server through a telephone, digital cable line or satellite connection.

In accordance with the claimed invention, the playback signal may ASU is estolate on multiple displays at the same time, but not necessarily synchronously, which allows to increase the level of perception by the sales promotional information.

According to the claimed invention, it is expedient in the remote center to various points of sale form is identical to the video and audio information about the advertised goods or variety of video and audio information corresponding to the goods available in a particular place sales.

According to the invention for maximum involvement of visitors points of sale in the perception of advertising information appropriate to the video signal that carries information about the advertised goods, provided the playback display game scenes and/or graphics animation image or/and a still graphic images and/or text.

The task is also solved by the creation of a system for promoting products at points of sale, containing multiple displays, each of which is provided with a sound-reproducing means, the tool will display the advertising information on the display, which, according to the invention, includes a Central control device is placed remote from the sales center and having a first processor with a memory containing a program to convert the advertising information in digital files protected format, the output processor connected to the input drive of reklamn the second information, converted to digital files are protected format, connected to the processing unit modules of the advertising information, the system also includes a variety of devices receiving and distributing promotional information, each of which is placed on each point of sale and contains the control server with program output modules of advertising information on the display corresponding to the item sales, which input through a communication channel coupled to the output of the processing unit modules of the advertising information to the Central control device and which has a device input / output modules of the advertising information, the drive received from the Central control device modules of the advertising information and the output device modules of advertising information on the display, the server supplied with unit gain and multiplicitive displayed on the display of the advertising information.

According to the invention efficiently to the Central control device included optional second CPU memory with generation program modules of the advertising information, and the input of the second processor was connected to the output of the specified memory of the Central control device, and the output of the second processor was connected to the input of the above-mentioned forming unit modules of the advertising information is.

According to the invention is useful to the Central control device included an additional third processor with memory, provided by the analysis program displayed on the display modules of the advertising information, the entrance of which is through communication channel was connected to the output of the specified server device receiving and distributing promotional information.

According to the invention it is expedient that the drive received from the Central control device modules promotional information contained block of storage modules of the advertising information and the storage unit script output to the display modules of the advertising information, and an output device modules of advertising information on the display contained a block of output visual advertising information and the block output the sound of the advertising information with unit gain and multiplicitive displayed on the display of the advertising information contained means of strengthening and multiplicitive displayed on the displays of fine advertising information and a means of strengthening and multiplicitive displayed on the display audio advertising information, the inputs of which are connected respectively to the outputs of block o visual advertising information and the output unit sound advertising information.

The proposed system provides a means to achieve economic the th effectiveness in the sphere of sales of goods and services and encourages the consumer to make informed and correct choice of the purchased goods.

Further objectives and advantages of the invention will become apparent from the subsequent detailed description of the method of promoting products in the areas of sales and systems that can be used for carrying out the method, and the accompanying drawing, which schematically shows a system made according to the invention.

The inventive method of advertising of consumer goods includes equipment sales multiple displays that are placed in the field of view of the many visitors to the places of sales, for example over a cash register terminal, above the shelves lined with products, in places of possible Queuing visitors points of sale.

In accordance with the invention in a remote place sales center form the video module, that is, visual, and audio, i.e. audio information about the range of products and services offered in a particular place sales of their quality and value to the characteristic advantages of the advertised goods. The generated video and audio information may be, for example, games and/or graphics animation image or/and a still graphic images and/or text. According to the claimed invention, it is expedient in the remote center to various points of sale form is identical modules of video and audio information about clamerey products or different modules of video and audio information, appropriate goods available in a particular place sales.

It should be noted that in the remote from the sales centre initially form of video and audio information about the range of products and services designed for a specific audience, the information is intended for solvent potential buyers who came in place sales order purchases, despite the fact that at the time of receipt of information, their attention is concentrated on the goods selection. Consumer advertising information, at the time, interested in obtaining more information about the products, as it selects and receptive to such information, as his attention is not focused on other actions. Thus, thanks to timely and targeted advertising information to the visitors of the sales will perceive the subject, fully and, therefore, will be to make informed choices about the goods of the offered range.

Combined video and audio signal carrying the generated information about the advertised goods in the form of a block of digital information is passed on many control servers, each of which is placed at each location sales and whereby carry out remote control of each of the multiple displays.

Using the control is his server perform the selection on the subject of playing the advertising information in accordance with the specific locations, in accordance with the location of each display in the sales area locations, as well as in accordance with the wishes of the customer promotional information and advertisers.

Transmitting the combined video and audio signal from the remote control server sales carried out, for example, by telephone, digital cable line, satellite connection, or by courier delivery means for storing the entered data, including laser disk, in place of sales. The transfer method of the combined video and audio signal depends on the distance of the place of sales from the centre of the requirements for the quality of the transmitted signal, the financial capacity of the user signal.

According to the invention after receiving a combined video and audio signal from the remote control server are continuous playback at the point of sales on each display, equipped with sound-reproducing means, module, at least part of the generated information about the advertised goods. According to the invention displays at point of sale is placed above the cash terminal, above the counter, which are laid out the goods offered to visitors in this place of sales.

Mainly on each display, housed above the counter, continuously reproducing the module formed inform the tion, which relates to the goods laid out on the counter, that is in close proximity to this display. It should be said that in accordance with the invention, the entire volume of advertising information generated in accordance with the specific locations, continuously and discretely reproduced on the displays that are installed above the cash terminal or the possible formation of queues of buyers. When playing a total volume of advertising information on multiple displays is performed using a control server remote control over the work of each of these displays, and often strive to achieve asynchrony in discrete reproduction of information on each display that is installed, for example over a cash register terminal, which eliminates the monotony of presentation with a display of the advertising information and can increase the level of perception of advertising information by sales spot in front of the cash register terminal.

According to the invention for maximum involvement of visitors points of sale in the perception of advertising information appropriate to the video signal that carries information about the advertised goods, provided the reproduction on the display, for example, game scenes, animated images, including images and/or still images and/or text, while vos is proizvodimoe video thanks to digital recording has high clarity and brightness. Playback on the display of advertising information about a specific product in the form of a set of images of different nature, games, animation, text allows convincingly and clearly inform the visitor about the characteristics of goods that are in his field of vision.

Speaking of sales, we are referring to different places, intended to visit an indefinite circle of persons, where such persons are encouraged and, if they wish, in fact, is the sale of goods or services with immediate or deferred payment for purchased goods or services, e.g. shops, supermarkets, pharmacies, kiosks, salons services, office of travel agencies, means of public transport.

Thanks to the invention in the field of sales achieved an increase in turnover due to the fact that sales get timely and targeted information that promotes informed choice and purchase of the advertised goods.

In more detail the proposed method will be described below when describing the operation of the system for implementing the method.

The inventive method of advertising goods at point of sale may be implemented, for example, using the system shown in the drawing.

This system includes a Central control unit; posted by remote from the sales center, which has a first processor 2 memory containing a program to convert the advertising information in digital files are protected format the drive 3 advertising information, converted to digital files are protected format, block 4 forming modules of advertising information. The output processor 2 is connected to the input drive 3 advertising information, converted to digital files are protected format, which is connected to the block 4 forming modules of advertising information.

The first processor 2 depending on the source of promotional material - cassette with recording video on tape in an analog format (Betacam, VHS, other media of advertising material to record an image file in a digital format (mpeg, avi, vob), digital file received via the communication channels may be either a VCR or read the drive or the device receiving the signal via the communication channels, or a combination of these devices, connected to the processor, equipped with appropriate software and converts the original promotional material into digital files with elements of protection against unauthorized copying and play.

Speaking about the drive 3, we mean the block of memory to store the database or catalog advertising mater what Alov (videos) in a special format.

Block 4 forming modules of the advertising information may represent, for example, a recordable optical disk or device for transmitting the digital signal over the communication lines.

The Central control device 1 may also include a second processor 5 memory with generation program modules of the advertising information, and the input of the second processor 5 is connected to the output of the drive 3, and the output of the second processor 5 is connected to the input of block 4 forming modules of advertising information.

The Central control device also may include a third processor 6 memory with program analysis displayed on the display 7 modules promotional information.

The second processor 5 is primarily intended to generate the script, according to which the block 4 by the formation of the modules of the advertising information.

The third processor 6 in General, with a keyboard and monitor for the operator and is designed for analysis and reporting information about the actual broadcast advertising information at point of sale. At the output of the processor 6, the operator has prepared a report broadcast in the desired advertisers and fullness to the output of the processor 6 may be connected, for example, a printer (not shown).

Also, the inventive system includes many in the of troist 8 receiving and distributing promotional information, each of which is placed on each item sales. The device 8 comprises a control server 9, which controls all processes broadcast advertising materials, updating of advertising information, and reporting on actual broadcast. Managing server 9 is equipped with a program output modules of advertising information on the display 7, the corresponding item sales, and unit 10 reinforcement and multiplicitive displayed on the display 7 of the advertising information. The login server 9 via the communication channel 11 is connected to the output of block 4 forming modules advertising information to the Central control device 1. Managing server 9 has the device 12 I / o modules of the advertising information, the drive 13 received from the Central control device 1 of the modules of the advertising information and the device 14 output modules of advertising information on the display 7.

Advertising module received from the Central control unit 1 to unit 8 receiving and distributing promotional information through the device 12 I / o modules promotional information placed in the managing server 9 in the memory 13.

According to the invention the drive 13 mainly includes a storage unit 15 local database modules of the advertising information and the block 16 store the current script playback modules advertising info the information and reporting information about the actual broadcasts. According to the invention, the device 14 output modules of advertising information on the display 7 is likely to contain the block 17 o fine (video) advertising information and the block 18 output the sound (audio) advertising information. The block 10 amplification and multiplicitive displayed on the display 7 of the advertising information is likely to contain the tool 19 strengthening and multiplicitive displayed on the displays of fine advertising information and the tool 20 gain and multiplicitive displayed on the reproducing means 21 displays 7 sound advertising information. The input means 19 and 20 are connected respectively to the outputs of block 17 o visual advertising information and unit 18 output audio advertising information.

The inventive system includes many of the established point-of-sale displays 7, each of which is equipped with sound-reproducing means 21.

The input processor 6 of the Central control device 1 through the communication channel 22 is connected to the output of the server 9 of the device 8 receiving and distributing promotional information.

The way of advertising goods at point of sale is realized, for example, in the system schematically depicted in the accompanying drawing.

The best option of carrying out the invention

First of all prepare the original promotional material in the form of, nab is emer, themed slot subjects and/or graphics animation image or/and a still graphic images and/or text, for example, on the cassettes on tape in an analog format (Betacam, VHS, other media of advertising material to record an image file in a digital format (mpeg, avi, vob), digital file. From the original promotional material in the Central control unit 1, located in the remote from the sales centre, form the video and audio information about the advertised goods, presumably intended for implementation in a particular place sales. This source material is introduced into the processor 2, which converts the source material advertising information in digital files protected format. Then converted the advertising information is transmitted to the drive 3, the volume of which is not limited in principle, and can contain all advertising material entered in the processor 2. Then in block 4 is formed module promotional information, and for this transformed the advertising information first enters the processor 5, which is designed to generate the script, according to which then in block 4 by the formation of a given module of the advertising information.

In accordance with the invention, the Central control unit 1 to form video and audio is the information about the range of goods and services, offered in the place of the sales, which form a module of the advertising information, and in accordance with the wishes of the customer promotional information and advertisers.

Next, the formed module advertising information representing information about the advertised goods, in the form of a block of digital information is passed through the device 12 I / o on each host server 9 multiple devices 8 receiving and distributing promotional information, each of which is placed in areas of sales, which generated a specific module of the advertising information.

Thanks to digitally record the generated module of the advertising information has high clarity and brightness, thereby increasing the perception of the visitor point of sales reproduced on the display of advertising information about specific goods that are in his field of vision.

The transmission module of the advertising information from the Central control device 1 for managing server 9 locations is carried out, for example, by telephone, digital cable line, satellite connection, or by courier delivery means for storing the entered data, including laser disk, in place of sales.

The advertising module is received on the server 9, or is sent to the memory 13 in the storage unit 15 of the local database, either through the block 16 tra is formed in accordance with the current scenario, stored in the block 16, or it can be sent to the device 14 to output module advertising information on the display. The device 14 has a block 17, which provides the output of fine advertising information, and the block 18, which provides the output sound of the advertising information.

Thus, the server 9, and in particular unit 16, an image on each display this item sales the part of the generated information, which relates to the goods laid out in the immediate vicinity of the display, i.e. on the counter, over which is mounted display. It should be said that in accordance with the invention, the entire volume of advertising information generated in accordance with the specific locations, continuously and discretely reproduced on the displays that are installed above the cash terminal or the possible formation of queues of buyers. When playing a total volume of advertising information on multiple displays is performed using the server 9 remote control operation of each of these displays, and often strive to achieve asynchrony in discrete reproduction of information on each display that is installed, for example over a cash register terminal, which eliminates the monotony of presentation with a display of the advertising information and can increase the level of perception of advertising information on what literami POS, in front of the cash register terminal.

To strengthen and multiplicitive displayed on the display of the advertising information device 8 includes a block 10, which has the means 19 strengthening and multiplicitive displayed on the displays of fine advertising information and the tool 20 gain and multiplicitive displayed on the reproducing means 21 displays 7 sound advertising information.

Thus, the unit 10 and, of course, means 19 and 20 permit in accordance with the need for specific locations to strengthen and further multiplied output to the display and audio means of advertising information. When the specified block structure 10 allows for constant enhancement of visual advertising information to carry out various degrees of amplification of sound advertising information, depending, for example, from the noise level in the place of sales, which varies during the working day.

Information on the actual broadcast advertising information in place of sales is stored in block 16 of the server 9, where it is the communication channel is supplied to the CPU 6 of the Central control device 1, where the analysis is indicated on the display of a particular point-of-sale advertising information and formed the reporting information required by the advertiser and fullness.

Thanks from the retenu in the areas of sales achieved an increase in turnover due to the fact, that places visitors sales receive timely and targeted information in the form of complex images of different nature, games, animation, text, allowing convincingly and clearly inform the visitor about the characteristics of goods that are in his field of vision, and contributes to the selection and acquisition of the visitor of the advertised goods.

Industrial applicability

The invention will find application in the sale of goods or services with immediate or deferred payment for the purchased goods or service, for example, in shops, supermarkets, pharmacies, shopping malls, offices, offices of travel agencies, means of public transport.

1. The method of promoting products in the areas of sales, including occupancy control server in each location sales, placement of multiple displays, equipped with sound-reproducing means, in view of the many visitors to the places of sales, the implementation of remote monitoring of each of the multiple displays via a control server, the formation in the remote center of video and audio information about the advertised goods, the transmission from the remote center on many control servers combined video and audio signal carrier generated information, reproduced the e information on the display, characterized in that prior to transmission from a remote server into multiple control servers combined video and audio signal is carried out in the remote center of the selection of blocks of video and audio information about the products available at sales outlets, which are placed corresponding to the control server, and the reproduction carried out continuously on each display using the appropriate control of the server, and reproduce at least part of the selected blocks of video and audio information about the products that match the goods available at sales outlets, which are placed corresponding to the control server and the corresponding display, followed by the analysis of blocks of video and audio output on the displays of the specific locations, and generate reporting information.

2. The method according to p. 1, characterized in that the display is placed above the counter, which are laid out the goods offered to visitors in this place of sales.

3. The method according to p. 1, characterized in that the remote center to various points of sale form various video and audio corresponding to the goods available in a particular place sales.

4. System for promoting products at points of sale, containing multiple displays, each of which is provided with a sound-reproducing means, and means is of Yoda advertising information on the display, characterized in that the system includes a Central control device is placed remote from the sales center and having a first processor with a memory containing a program to convert the advertising information in digital files protected format, the output processor connected to the input drive advertising information, converted to digital files are protected format, connected to the processing unit modules of the advertising information, the system also includes a variety of devices receiving and distributing promotional information, each of which is placed in the appropriate place of sale and contains the control server with program output modules of advertising information on the display corresponding locations, the entrance through which channel communication is connected to the output of the processing unit modules of the advertising information to the Central control device and which has a device input / output modules of the advertising information, the drive received from the Central control device modules of the advertising information and the output device modules of advertising information on the display, the server is equipped with a unit gain and multiplicitive displayed on the display of the advertising information.

5. The system under item 4, characterized in that the Central control unit includes the optional second processor memory, equipped with generation program modules of the advertising information, and the input of the second processor is connected to the output of the specified memory of the Central control device, and the output of the second processor connected to the input of the above-mentioned forming unit modules promotional information.

6. The system under item 4, characterized in that the Central control device includes a third processor with memory, provided by the analysis program displayed on the display modules of the advertising information, the entrance of which is through a communication channel connected to the output of the specified server device receiving and distributing promotional information.

7. The system under item 4, characterized in that the drive received from the Central control device modules promotional information contains the block storage module of the advertising information and the storage unit script output to the display modules of the advertising information, the outputs of which are connected with inputs of the output device modules of advertising information on the display, which contains the block output visual advertising information and the block output the sound of the advertising information with unit gain and multiplicitive displayed on the display of the advertising information includes a tool to strengthen and multiplicitive displayed on the displays of fine advertising inform the actions and means of strengthening and multiplicitive displayed on the display audio advertising information, the inputs of which are connected respectively to the outputs of block o visual advertising information and unit output the sound of the advertising information.



 

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