Device, method, and program for managing advertisements, and advertisement printing system

Abstract

To provide an advertisement management device, method and program, which allow for expanding the scope of advertising targets for a packaging material and determining advertising costs commensurate with advertising effectiveness desired by an advertiser, and to provide an advertisement printing system.SOLUTION: An advertisement management device is provided, comprising a packaged product information acquisition unit 13 for acquiring attribute information of a product to be packaged in a packaging material, and an advertisement cost determination unit 16 for determining the advertisement cost of an advertisement to be printed on the packaging material on the basis of the attribute information of the product.SELECTED DRAWING: Figure 1

Description

[Technical Field]

[0001] The present invention relates to an advertisement management device, method, and program, and an advertisement printing system for determining advertising costs for advertisements printed on packaging materials. [Background technology]

[0002] In recent years, the EC (electronic commerce) market has expanded with services such as Amazon (registered trademark) and Rakuten (registered trademark).

[0003] When products ordered on an e-commerce site are packed in packaging materials and shipped to the recipient, advertisements introducing other products in addition to the packed products or promoting the company's brand image are often included or printed on the packaging materials.

[0004] For example, in the past, advertising was done by printing an image of the advertised product on packaging material, or by printing a code on packaging material to access a website that contains information about the advertised product, and then directing the customer to the website.

[0005] For example, Patent Document 1 proposes a system that matches advertising clients with advertising solicitors via an advertising server for advertisements printed on packaging. Patent Document 2 also proposes searching for a combination of matching conditions from among advertising submission conditions and advertising solicitation conditions, and selling advertising space to advertisers corresponding to the searched combination. [Prior art documents] [Patent documents]

[0006] [Patent Document 1] Japanese Patent Application Laid-Open No. 2001-338223 [Patent Document 2] Japanese Patent Application Laid-Open No. 2009-145758 Summary of the Invention [Problem to be solved by the invention]

[0007] However, Patent Document 1 assumes that the advertising client and the advertising solicitor are not in a competitive relationship, and are therefore necessarily in different industries. This creates the problem of narrowing the range of advertising targets that can be selected. Furthermore, Patent Document 2 does not specifically state how to match advertising clients and advertising solicitors. Furthermore, Patent Documents 1 and 2 do not state anything about advertising costs, and do not take into consideration the setting of advertising costs that are commensurate with the advertising effects desired by advertisers.

[0008] In view of the above circumstances, the present invention aims to provide an advertising management device, method, program, and advertising printing system that can expand the range of options for advertising targets on packaging materials and determine advertising costs that are commensurate with the advertising effectiveness desired by the advertiser. [Means for solving the problem]

[0009] The advertising management device of the present invention includes a packaged product information acquisition unit that acquires attribute information of products to be packaged in packaging material, and an advertising cost determination unit that determines advertising costs for advertisements to be printed on the packaging material based on the attribute information of the products. [Effects of the Invention]

[0010] According to the advertising management device of the present invention, the advertising fee for the advertisement to be printed on the packaging material is determined based on the attribute information of the product. In other words, since the advertising fee for the advertisement to be printed on the packaging material is determined in relation to the product being packed, for example, by allowing the printing of advertisements for manufacturers or advertised products that are in a competitive relationship with the product being packed, high advertising effectiveness can be achieved, and the motivation of advertisers to place advertisements can be increased, thereby expanding the range of advertisers.

[0011] In addition, if such a high advertising effect can be achieved, by setting a high advertising fee, it is possible to increase the advertising sales motivation of advertising agencies and logistics companies (3PL companies) that receive requests for advertising printing. [Brief explanation of the drawings]

[0012] [Figure 1] FIG. 1 is a block diagram showing a schematic configuration of an advertisement printing system using an embodiment of the advertisement management device of the present invention. [Figure 2] FIG. 10 is a diagram showing an example of an advertising expense table. [Figure 3] FIG. 1 is a diagram illustrating a schematic configuration of an example of a printing device. [Figure 4] FIG. 2 is a sequence diagram illustrating the processing flow of the advertisement printing system shown in FIG. 1. [Figure 5] FIG. 2 is a sequence diagram illustrating the processing flow of the advertisement printing system shown in FIG. 1. DETAILED DESCRIPTION OF THE INVENTION

[0013] An advertisement printing system 1 using an embodiment of an advertisement management device of the present invention will be described in detail below with reference to the drawings. Fig. 1 is a block diagram showing a schematic configuration of the advertisement printing system 1 of this embodiment.

[0014] As shown in FIG. 1, the advertisement printing system 1 of this embodiment includes an advertisement management device 10, an orderer terminal device 20, an EC (Electric Commerce) management device 30, a logistics company management device 40, and an advertiser management device 50.

[0015] The advertising management device 10, the client terminal device 20, the EC management device 30, the logistics company management device 40 and the advertiser management device 50 are connected to a communication line such as the Internet line and are configured to enable the exchange of various information via the communication line.

[0016] In the advertising printing system 1 of this embodiment, when an orderer orders a specific product on an EC (Electronic Commerce) site, an advertisement for the specific advertised product is printed on the packaging material in which the product is packed.Then, the packaging material with the printed advertisement is sent to the recipient of the product, thereby achieving the advertising effect of the advertised product.The recipient may be the orderer himself or may be someone other than the orderer and designated by the orderer.

[0017] The advertisement printing system 1 of this embodiment determines the advertising fee based on the attribute information of the product to be packed in the packaging material. For example, the advertisement printing system 1 of this embodiment determines the advertising fee based on the relationship between the manufacturer of the product to be packed in the packaging material (hereinafter sometimes simply referred to as the packaged product) and the manufacturer of the advertised product, or determines the advertising fee based on the relationship between the packaged consumable product and the advertised product. For example, by determining a higher advertising fee when printing an advertisement for a manufacturer or advertised product that is in a competitive relationship with the packaged product, the advertiser's motivation to advertise can be increased and the range of advertisers can be expanded. The method for determining the advertising fee will be described in detail later.

[0018] Each device constituting the advertisement printing system 1 of this embodiment will be described in more detail below.

[0019] As shown in FIG. 1, the advertisement management device 10 includes a control unit 11 and a storage unit 12.

[0020] The control unit 11 controls the entire advertisement management device 10. In particular, the control unit 11 of this embodiment has a packaged product information acquisition unit 13, an advertising target information acquisition unit 14, an advertising target determination unit 15, an advertising expense determination unit 16, and an advertising image information output unit 17.

[0021] The packaged product information acquisition unit 13 receives product order information from an orderer and acquires attribute information of the packaged product from the order information. The order information includes delivery item identification information for identifying the ordered delivery item and attribute information of the packaged product ordered by the orderer. The attribute information of the packaged product includes identification information such as the type of packaged product, manufacturer, and product number, as well as attribute information of the recipient of the packaged product. The attribute information of the recipient of the packaged product includes the recipient's address (delivery destination of the package) and the recipient's gender, etc.

[0022] The advertising target information acquisition unit 14 acquires attribute information of the advertised product and advertising image information representing the advertised product. The attribute information of the advertised product includes information such as the type of the advertised product, identification information such as the manufacturer and product number. The advertising image information is information representing the advertisement image to be printed on the packaging material.

[0023] The advertising target information acquisition unit 14 also acquires information about the range of the packed product packed in the packaging material on which the advertising image information is printed. The information about the range of the packed product is acquired as ranges of varying sizes, such as a large range for home appliances, a medium range for vacuum cleaners and washing machines, and a small range for robot vacuum cleaners and drum-type washing machines. The information about the range of the packed product is specified by the advertiser.

[0024] The advertising target information acquisition unit 14 also acquires information on the range of attributes of recipients who will receive the packaged product. Information on the range of recipient attributes includes information on the range of residence of recipients and information on the range of gender of recipients. For example, the range of residence includes a large range such as Eastern Japan or Western Japan, a medium range such as Kanto or Kyushu, and a small range such as Ibaraki or Fukuoka. Furthermore, the range of recipient gender includes a large range for both men and women and a small range for only men or only women. Information on the range of recipient attributes is specified by the advertiser.

[0025] The advertising target determination unit 15 determines the advertisement to be printed on the packaging material. In this embodiment, the advertising target determination unit 15 determines the advertising target by matching the type of packaged product included in the order information with the range of packaged products specified by the advertiser. The method for determining the advertising target will be described in detail later.

[0026] The advertising fee determination unit 16 determines the advertising fee for the advertisement to be printed on the packaging material based on the attribute information of the packaged product and the attribute information of the advertised product included in the order information. The advertising fee determination unit 16 of this embodiment determines the advertising fee based on the relationship between the manufacturer of the packaged product and the manufacturer of the advertised product, the relationship between the packaged product and the advertised product, the attribute information of the recipient, and the range of attributes of the packaged product specified by the advertiser.

[0027] Specifically, the advertising expense determination unit 16 has an advertising expense table as shown in Fig. 2. In the advertising expense table, a plurality of classifications such as M1, M2, M3, etc. are set for the relationship between manufacturers of packaged products and manufacturers of advertised products, and advertising expense coefficients a1, a2, a3, etc. are linked and set for each classification.

[0028] The classification of the relationship between manufacturers of packaged products and manufacturers of advertising products is set according to the degree of competition between the manufacturers. For example, different classifications are set according to the level of competition between manufacturers, such as a classification with high competition, a classification with low competition, and a classification with medium competition. The advertising cost coefficient for each classification is set to a higher value as the classification becomes more competitive.

[0029] The degree of competition between manufacturers is set very high if the manufacturer of the packaging product and the manufacturer of the advertising product are both chemical manufacturers, for example, and is set low if one is a chemical manufacturer and the other is a home appliance manufacturer, and is set relatively high (lower than between chemical manufacturers, for example) if the manufacturer of the advertising product is an affiliate of the manufacturer of the packaging product.

[0030] In addition, in the advertising expense table, multiple classifications such as G1, G2, G3, etc. are set for the relationship between packaged products and advertised products, and advertising expense coefficients b1, b2, b3, etc. are linked and set for each classification.

[0031] The classification of the relationship between the packaged product and the advertised product is set according to the relevance between the products. For example, if the products are both electric fans and are of the same type, the classification is set to a high relevance between the products. If the advertised product is a consumable or optional item used for the packaged product, or if the packaged product and the advertised product are products with the same cooling function, such as an electric fan and an air conditioner, the classification is set to a medium relevance between the products. If the products are different types of products, the classification is set to a low relevance. The advertising expense coefficient for each classification is set to a higher value the more relevance the classification.

[0032] In addition, in the advertising expense table, multiple classifications such as R1, R2, R3, etc. are set for the information on the recipient's residential range specified by the advertiser, and advertising expense coefficients c1, c2, c3, etc. are linked to each classification. The advertising expense coefficient for each classification is set to a larger value for the classification with a larger residential range.

[0033] In addition, in the advertising expense table, classifications S1 and S2 are set for the information on the gender range of recipients specified by the advertiser, and advertising expense coefficients d1 and d2 are linked and set for each classification. If the gender range of recipients is in the large range (both male and female), a large advertising expense coefficient is set, and if it is in the small range (male or female), a small advertising expense coefficient is set.

[0034] As described above, in the advertising expense table of this embodiment, an advertising expense coefficient is set for each category.

[0035] Then, when an advertisement for a predetermined advertised item is printed on the packaging material of a predetermined packaged item, the advertising expense determination unit 16 refers to the advertising expense table to determine the advertising expense for the advertisement. Specifically, the advertising expense determination unit 16 refers to the advertising expense table based on the attribute information of the packaged item, the attribute information of the advertised item, information on the range of packaged items specified by the advertiser, and information on the range of recipient attributes, identifies each corresponding category, and obtains the advertising expense coefficient linked to the identified category. Then, the advertising expense determination unit 16 determines the advertising expense for the advertisement by multiplying a predetermined standard advertising expense by the advertising expense coefficient for each category.

[0036] The standard advertising fee is set in advance for each amount of advertising information of the advertising target. The amount of advertising information is calculated based on the size of the advertising image, the number of characters contained in the advertisement, and whether or not it is in full color. The advertising fee determination unit 16 calculates the standard advertising fee based on the advertising image information of the advertising target determined by the advertising target determination unit 15.

[0037] In addition, for example, the standard advertising fee may be set higher when printing in full color or when printing a QR code (registered trademark), or when printing advertisements that are suited to the season or region.

[0038] The advertising expense determination unit 16 outputs the determined advertising expense to the advertiser management device 50.

[0039] The advertising image information output unit 17 outputs the advertising image information of the advertising target determined by the advertising target determination unit 15 to the logistics company management device 40 .

[0040] The storage unit 12 stores attribute information of the advertised product, advertising image information representing the advertised product, and information on the range of attributes of the packaged product specified by the advertiser, all of which are acquired by the advertising target information acquisition unit 14. The storage unit 12 stores the above information for each of a plurality of advertising targets.

[0041] The advertisement management device 10 includes a CPU (Central Processing Unit), semiconductor memories such as a ROM (Read Only Memory) and a RAM (Random Access Memory), storage such as a hard disk, and a communication I / F (Interface).

[0042] An embodiment of the advertisement management program of the present invention is installed in the storage of the advertisement management device 10. When this advertisement management program is started by the CPU, the functions of the control unit 11 and the memory unit 12 of the advertisement management device 10 are realized.

[0043] In addition, in this embodiment, the functions of the control unit 11 and the memory unit 12 are performed by executing the advertising management program by the CPU, but some or all of the functions performed by the advertising management program may be configured from hardware such as an ASIC (Application Specific Integrated Circuit), an FPGA (Field-Programmable Gate Array), or other electrical circuits.

[0044] Next, the orderer terminal device 20 will be described.

[0045] The orderer terminal device 20 is used by the orderer to order packaged goods, and may be, for example, a desktop computer or a notebook computer, but is not limited to these and may also be a mobile terminal such as a tablet terminal or a smartphone.

[0046] The orderer terminal device 20 includes a control unit 21 and a display unit 22. The control unit 21 controls the entire orderer terminal device 20. In particular, the control unit 21 accesses the EC management device 30 that manages the EC site and displays a product ordering screen. The control unit 21 displays, on the ordering screen, information on the ordered product (packaged product), attribute information of the packaged product, including attribute information of the orderer (age, gender, address, etc.) and attribute information of the recipient, so that the information can be set and input, and outputs various pieces of information set and input on the ordering screen as necessary.

[0047] The display unit 22 includes a display device such as a liquid crystal display. The above-mentioned order screen is displayed on the display unit 22. If the orderer terminal device 20 is a tablet terminal or a smartphone, the order screen is displayed on a touch panel of the tablet terminal or smartphone.

[0048] The orderer terminal device 20 may also be configured to receive whether or not an advertisement is to be printed on the packaging material. Then, depending on whether or not an advertisement is to be printed, which is set and input in the orderer terminal device 20, it may be possible to determine whether or not an advertisement is to be printed on the packaging material.

[0049] If the purchaser selects to print an advertisement, a part of the advertising fee may be returned to the purchaser. Specifically, the purchaser who selects to print an advertisement may be given points that can be used to pay for products on the EC site (EC management device 30).

[0050] The display of the order screen on the orderer terminal device 20 and the acceptance of various information settings and inputs may be achieved not only by an EC site, but also by executing the functions of an application pre-installed on the hard disk of the orderer terminal device 20, or by using an application provided via a web browser.

[0051] The EC management device 30 is a server device that manages the above-mentioned EC site. The EC management device 30 receives order information output from the orderer terminal device 20 and outputs the order information to the advertisement management device 10 and the logistics company management device 40.

[0052] The distributor management device 40 is used by the distributor, and may be, for example, a desktop computer or a notebook computer, but is not limited to these, and may also be a mobile terminal such as a tablet terminal or a smartphone.

[0053] The distributor management device 40 receives the order information output from the EC management device 30, and manages the process of the ordered products from preparation to packaging, sealing and shipping based on the order information.

[0054] Furthermore, the distributor management device 40 is connected to a printing device 41. The printing device 41 prints the above-mentioned advertising image information on packaging materials such as cardboard boxes for packaging products.

[0055] The advertising image information to be printed is output from the advertising image information output unit 17 of the above-described advertising management device 10 and input to the printing device 41. The printing device 41 performs printing processing on the packaging material based on the input advertising image information. There are no particular limitations on the printing method, but for example, an inkjet method or a thermal printing method can be used.

[0056] Furthermore, the printing device 41 may perform printing processing on packaging material before packaging, or may perform printing processing on packaging after packaging a product. Fig. 3 is a diagram showing an example of the configuration of the printing device 41 that performs printing processing on packaging. As shown in Fig. 3, the printing device 41 includes a head unit 46 and a transport unit 2.

[0057] The transport unit 2 transports the package P in the direction of the arrow shown in Fig. 3. The package P has a print surface Ps that stands upright in a direction perpendicular to the transport surface as shown in Fig. 3, for example.

[0058] The transport unit 2 includes a support table 3 and a transport belt unit 4. The support table 3 is a table that supports the transport belt unit 4.

[0059] The conveyor belt unit 4 includes a plurality of rollers and a conveyor belt extending in a direction perpendicular to the conveying direction of the package P. The rollers are arranged parallel to and spaced apart in the conveying direction of the package P. A circular conveyor belt is stretched between the parallelly arranged rollers, and the rollers rotate to move the conveyor belt, thereby conveying the package P.

[0060] The head unit 46 performs printing by ejecting ink onto the printing surface Ps of the package P transported by the transport unit 2.

[0061] 3, the head unit 46 has four line heads 46a, 46b, 46c, and 46d. The four line heads 46a to 46d are each a plurality of inkjet heads arranged in the vertical direction, and are arranged parallel to the conveying direction of the package P.

[0062] The four line heads 46a to 46d eject ink of C (cyan), M (magenta), Y (yellow), and K (black), respectively.

[0063] As the transport unit 2 transports the package P, ink is sequentially ejected in the horizontal direction from each of the line heads 46a to 46d, thereby performing the printing process.

[0064] The advertiser management device 50 is used by advertising agencies and the like that manage advertising requests, and is, for example, a desktop computer or a notebook computer, but is not limited to these and may also be a mobile terminal such as a tablet terminal or a smartphone.

[0065] The advertiser management device 50 receives and manages advertising requests from multiple advertisers. In response to the advertising requests from each advertiser, the advertiser management device 50 outputs the attribute information of the advertised product described above, advertising image information representing the advertised product, and information on the range of attributes of the packaged product specified by the advertiser to the advertising management device 10.

[0066] The advertiser management device 50 also receives advertising fee information output from the advertisement management device 10. Then, based on the advertising fee information, the advertiser management device 50 requests each advertiser to pay the advertising fee. A portion of the advertising fee may be paid to the logistics company by, for example, an advertising agency.

[0067] Next, the processing flow of the advertisement printing system 1 described above will be described with reference to the sequence diagrams shown in FIGS.

[0068] First, in response to an advertising request from an advertiser, attribute information and advertising image information of the advertised product are output from the advertiser management device 50 to the advertising management device 10, and are acquired by the advertising target information acquisition unit 14 of the advertising management device 10 and stored in advance in the memory unit 12 (S10).

[0069] Next, the orderer sets and inputs the order information using the orderer terminal device 20 (S12). The order information transmitted from the orderer terminal device 20 is accepted by the EC management device 30 (S14), and then output to the advertisement management device 10 and the logistics provider management device 40.

[0070] Then, the order information output from the EC management device 30 is received by the packaged product information acquisition unit 13 of the advertisement management device 10 and the logistics company management device 40 (S16).

[0071] Next, the advertising target determination unit 15 of the advertising management device 10 compares the attribute information of the packaged product included in the order information with the information on the range of attributes of the packaged product specified by multiple advertisers stored in the memory unit 12, and performs matching (S18).

[0072] Then, the advertising target determination unit 15 identifies the advertised products that fall within the range of attributes of the packaged products and the range of attributes of the recipient specified by the advertiser based on the attribute information of the packaged products included in the order information (type of packaged product, residential area and gender of the recipient), and determines them as advertising targets (S20).

[0073] Then, the advertising image information output unit 17 outputs the advertising image information of the advertising target determined by the advertising target determination unit 15 to the logistics company management device 40 (S22).

[0074] The distributor management device 40 outputs the input advertisement image information to the printing device 41 (S24), and the printing device 41 performs printing processing on the packaging material based on the input advertisement image information (S26).

[0075] Then, the product according to the order information is packed and sealed in the packaging material on which the advertising image information is printed (S28), and then shipped to the delivery destination according to the order information (S30).

[0076] Meanwhile, the advertising expense determination unit 16 refers to the advertising expense table based on the attribute information of the packed product, the attribute information of the advertised product, the information on the range of packed products specified by the advertiser, and the information on the range of attributes of the recipient, and calculates the advertising expense (S32).

[0077] Then, the advertisement management device 10 outputs information about the advertising expenses to the advertiser management device 50 (S34). The advertiser management device 50 requests the advertiser to pay the advertising expenses based on the received information about the advertising expenses (S36), and the advertiser pays the advertising expenses to the advertising agency or the like.

[0078] According to the advertisement printing system 1 of the above embodiment, attribute information of the product to be packed in the packaging material is acquired, and the advertising fee for the advertisement to be printed on the packaging material is determined based on the attribute information of the product. Therefore, for example, by allowing advertisements of competing manufacturers or advertised products to be printed on the packaged product, high advertising effectiveness can be achieved and the motivation of advertisers to place advertisements can be increased, thereby expanding the range of advertisers.

[0079] In addition, if such a high advertising effect can be achieved, by setting a high advertising fee, it is possible to increase the advertising sales motivation of advertising agencies and logistics companies (3PL companies) that receive requests for advertising printing.

[0080] Furthermore, in the advertising printing system 1 of the above embodiment, the advertising fee is determined based on the relationship between the attribute information of the advertising target and the attribute information of the product, so various settings can be set for the relationship between the advertising target and the packaged product, and the advertising fee can be set according to each setting.

[0081] Furthermore, in the advertising printing system 1 of the above embodiment, the advertising fee is determined based on the range of product attributes specified in advance by the advertiser, so that the advertising fee can be set in accordance with the advertising effectiveness, for example, by setting a higher advertising fee the narrower the targeting range and a lower advertising fee the wider the range.

[0082] Furthermore, in the advertising printing system 1 of the above embodiment, the advertising fee is determined based on the degree of competition between the manufacturer information of the advertised object and the manufacturer information of the product, so the higher the advertising effectiveness, the higher the advertising fee can be set, and the advertising fee can be set in accordance with the advertising effectiveness.

[0083] Furthermore, in the advertising printing system 1 of the above embodiment, the advertising fee is determined based on the degree of association between the advertising target and the product, so the higher the advertising effectiveness, the higher the advertising fee can be set, and the advertising fee can be set in accordance with the advertising effectiveness.

[0084] Furthermore, in the advertisement printing system 1 of the above embodiment, packaging may be reused. That is, reused packaging may be used as packaging for packing products, and advertisements may be printed on the reused packaging.

[0085] When reusable packaging is used, the advertising expense determination unit 16 may change the advertising expense depending on the number of times the packaging is reused or the period of use. Specifically, depending on the number of times the packaging is reused or the period of use, the advertising expense coefficient in the advertising expense table shown in FIG. 2 may be multiplied by an advertising expense coefficient for reusable packaging. For example, if the advertising target is an environmentally conscious product or if the advertiser is promoting their contribution to the environment, a high advertising effectiveness is expected, so the advertising expense coefficient may be increased the more times the product is reused or the longer the period of use, and the higher the advertising expense. This allows the advertiser to achieve high advertising effectiveness and set advertising expenses commensurate with that advertising effectiveness.

[0086] Conversely, the more the number of times the packaging is reused or the longer the period of use, the smaller the advertising cost coefficient may be, thereby lowering the advertising cost and encouraging the use of reused packaging materials.

[0087] Whether or not to use reusable packaging as packaging can be specified by the orderer when placing an order on the orderer terminal device 20. The designation information for reusable packaging is output to the advertising management device 10 and the logistics company management device 40 via the EC management device 30.

[0088] The distributor uses the reused packaging material based on the reused packaging material specification information input to the distributor management device 40. Furthermore, the advertising cost determination unit 16 of the advertising management device 10 determines the advertising cost based on the input reused packaging material specification information. The number of reuses and the usage period of the reused packaging material may be managed, for example, in the distributor management device 40, and when the reused packaging material is used, the distributor management device 40 may output the number of reuses and the usage period to the advertising management device 10.

[0089] Furthermore, a portion of the advertising costs for reused packaging may be returned to the orderer who specified the reused packaging. For example, points that can be used to pay for products on the EC site (EC management device 30) may be awarded to the orderer who uses reused packaging. This can encourage orderers to use reused packaging, and can have an environmental protection effect.

[0090] Furthermore, in the advertisement printing system 1 of the above embodiment, if the advertisement subject is a social or moral advertisement, and if the advertisement is of public interest when printed and is eligible for subsidies from the national or local government, the advertising cost determination unit 16 may either set the advertising cost free or determine an advertising cost that is lower than the standard advertising cost described above.

[0091] An example of such public interest advertising is, for example, advertising for a shopping district or restaurant near the address of the recipient of the packaged goods, which is intended to revitalize the local area, when the packaged goods are food products.

[0092] In addition, when the packaged product is food, there are advertisements aimed at promoting disaster prevention activities, such as advertisements to promote food stockpiling in case of a disaster that occurred in the vicinity of the address of the recipient of the packaged product or at the time the recipient purchased the packaged product.

[0093] Other examples include advertisements for events held in the area of ​​the recipient's address (festivals, autograph sessions by celebrities at bookstores, etc.), and advertisements from city and town halls announcing subsidies for tandem bicycles.

[0094] For the social or moral advertisements described above, for example, the attribute information of the advertised product may include its identification information, and the advertising cost determination unit 16 may determine the advertising cost based on the identification information.

[0095] By printing such social or moral advertisements, public benefit can be obtained according to the purpose, and by setting advertising fees low, the printing of such advertisements can be promoted.

[0096] In addition, in the advertisement printing system 1 of the above embodiment, the advertising fee is determined based on the relevance between the packaged product and the advertised product, but for example, if the packaged product and the advertised product (including services) compete with each other but the advertised product is socially or morally relevant, the advertising fee may be reduced. For example, the advertising fee may be higher than the advertising fee when the packaged product and the advertised product are different types, but lower than the advertising fee when the manufacturer of the packaged product and the manufacturer of the advertised product compete with each other.

[0097] Examples of such cases include a case where the packaged product is a luxury item such as alcoholic beverage and the advertised product is a health food, or a case where the packaged product is a perishable food and the advertised product is a food for stockpiling.

[0098] Furthermore, the advertising management device 10 may acquire the advertising effectiveness record after the packaging material carrying the advertisement has been delivered, and output the advertising effectiveness record to the advertiser management device 50 or a terminal device (not shown) of the advertiser. For example, the advertising management device 10 may acquire the sales status (sales amount, access rate to the advertised product) of the advertised product on which the advertisement is printed from the EC management device 30 as the advertising effectiveness record, and output this to the advertiser management device 50 or a terminal device of the advertiser. This allows the advertising agency or the advertiser to confirm whether they have achieved advertising effectiveness that is commensurate with their advertising expenses.

[0099] Furthermore, when the advertising management device 10 receives order information from the EC management devices 30 of a plurality of EC sites, the sales status of each advertised product may be acquired from each EC management device 30 and output to the advertiser management device 50 or the advertiser's terminal device. This allows the advertising agency or advertiser to use the information to determine from which EC site an advertisement should be printed on packaged products ordered.

[0100] Furthermore, the advertising management device 10 may tally up the advertising effectiveness results of each EC site, and the advertising expense determination unit 16 may set a high advertising expense when printing an advertisement on a packaged product ordered from an EC site with a high advertising effectiveness result. For example, an advertising expense coefficient may be separately multiplied by the advertising effectiveness result. This allows the advertising expense to be set in accordance with the advertising effectiveness.

[0101] In addition, the advertising fee determination unit 16 may set a higher advertising fee when the advertiser specifies the EC site of the seller of the packaged product on which the advertisement is to be printed, and may set a lower advertising fee when the advertiser does not specify the EC site. The EC site specification information may be included in the information on the range of attributes of the packaged product described above, for example.

[0102] In addition, the advertising expense determination unit 16 may acquire the sales status of each advertised product, and for example, if the advertised product has a low sales amount or access rate, the advertising expense may be reduced, and if the sales amount or access rate increases, the advertising expense may be increased.

[0103] Furthermore, if there is no packaged product in the advertising fee table shown in Fig. 2 that falls within the range of attributes of the packaged product on which the advertisement designated by the advertiser is to be printed, that is, if the advertiser wishes to advertise a packaged product that does not belong to any of the categories in the advertising fee table shown in Fig. 2, the advertising fee determination unit 16 may reduce the advertising fee. In this case, the packaged product desired by the advertiser may be newly added to the advertising fee table.

[0104] Furthermore, the advertising target information acquisition unit 14 of the advertising management device 10 may acquire information on the printing position of the advertisement on the packaging material, and the advertising expense determination unit 16 may change the advertising expense according to the printing position of the advertisement. For example, when an advertisement is printed on the top surface, side surface, or flap surface, the advertising expense may be changed depending on which surface the advertisement is printed on. In this case, for example, the advertising expense may be highest for the side surface where the advertisement is more noticeable, and lowest for the flap surface where the advertisement is less noticeable, and the advertising expense for the top surface may be set to the advertising expense between the side surface and the flap surface. Furthermore, since the packaging material is crushed due to its box shape when stored or disposed of, the advertising expense may be determined taking into account a position that is easily visible when crushed. For example, if an advertisement is printed on the bottom surface, it is difficult to see in the box shape but becomes easily visible when crushed, so the advertising expense may be set to the same as for the top surface. This allows the advertising expense to be set in accordance with the advertising effectiveness.

[0105] Conversely, the printing position of the advertisement may be changed depending on the amount of advertising expenses determined using the advertising expense table shown in Fig. 2. For example, the printing position may be determined in descending order of advertising expenses, in the order of side, top, and flap.

[0106] In addition, the advertising target determination unit 15 of the advertising management device 10 may determine multiple advertising targets for one packaged product as a result of comparing the attribute information of the packaged product included in the order information with the information on the range of attributes of the packaged product specified by multiple advertisers.

[0107] In this case, for example, the first matching advertising target may be printed. Alternatively, the advertiser may be notified that multiple advertising targets are applicable, and the advertising cost determination unit 16 may accept advertising cost offers in an auction format to determine the advertising target of the advertiser offering the highest advertising cost.

[0108] Furthermore, the advertising target may be determined by prioritizing the advertisers based on the size of the advertisers' companies and the past advertising effectiveness of the advertisements of the advertisers. For example, the advertising target of the advertiser with the largest company size may be determined, or the advertising target of the advertiser with the greatest advertising effectiveness may be determined.

[0109] Furthermore, multiple advertisements may be printed without being limited to the advertising target of a single advertiser. In this case, as described above, the advertising fee may be changed depending on the printing position and printing area of ​​the advertisement. The larger the printing area, the higher the advertising fee may be set.

[0110] Furthermore, the advertisement fee determined by the advertisement printing system 1 of the above embodiment may be collected in advance before the advertisement is printed, or after the advertisement is printed.

[0111] In addition, in the advertisement printing system 1 of the above embodiment, the recipient's attribute information is used when determining the advertising target, but for example, the recipient (or the orderer if the orderer and the recipient are the same person) may have an account on an EC site that is shared by a family, such as a family account. In such cases, information such as family-related characteristics and preferences may be used as the recipient's attribute information.

[0112] Furthermore, in the advertisement printing system 1 of the above embodiment, when advertised products are returned, the advertising fee may be determined taking into account the return rate. Specifically, for advertisers with many returns and a high return rate, the advertising fee may be lowered from the previous fee to give them a chance to make up for lost time. The return rate for each advertiser may be managed, for example, by the EC management device 30, and acquired by the advertising fee determination unit 16 of the advertisement management device 10.

[0113] The present invention is not limited to the above-described embodiments, and the components can be modified and embodied in practice without departing from the spirit of the invention. Furthermore, various inventions can be formed by appropriately combining the multiple components disclosed in the above-described embodiments. For example, all of the components shown in the embodiments can be appropriately combined. Naturally, various modifications and applications are possible without departing from the spirit of the invention.

[0114] The present invention further discloses the following supplementary notes.

[0115] (Appendix 1) The advertising management device of the present invention includes a packaged product information acquisition unit that acquires attribute information of products to be packaged in packaging material, and an advertising cost determination unit that determines advertising costs for advertisements to be printed on the packaging material based on the attribute information of the products.

[0116] (Appendix 2) The advertising management device described in Supplementary Note 1 includes an advertising target information acquisition unit that acquires attribute information of the target of the advertisement, and the advertising expense determination unit can determine the advertising expense based on the relationship between the attribute information of the target of the advertisement and the attribute information of the product.

[0117] (Appendix 3) In the advertisement management device according to Supplementary Note 1 or Supplementary Note 2, the advertisement expense determination unit can determine the advertisement expense based on a pre-specified range of product attributes corresponding to the product attribute information.

[0118] (Appendix 4) In the advertisement management device according to any one of Supplementary Notes 1 to 3, the advertisement expense determination unit can change the advertisement expense depending on whether the packaging material is reusable or not.

[0119] (Appendix 5) In the advertising management device described in any of Appendices 1 to 4, the attribute information is manufacturer information of the product, and the advertising expense determination unit can determine the advertising expense based on the degree of competition between the manufacturer information of the advertising target and the manufacturer information of the product.

[0120] (Appendix 6) In the advertisement management device according to any one of Supplementary Notes 1 to 5, the advertisement expense determination unit can determine the advertisement expense based on the degree of association between the advertisement target and the product.

[0121] (Appendix 7) The advertisement printing system of the present invention includes the advertisement management device according to any one of Supplementary Notes 1 to 4, and a printing device that prints an advertisement on a packaging material.

[0122] (Appendix 8) The advertising management method of the present invention acquires attribute information of a product to be packed in a packaging material, and determines advertising costs for an advertisement to be printed on the packaging material based on the attribute information of the product.

[0123] (Appendix 9) The advertising management program of the present invention causes a computer to execute the steps of acquiring attribute information of products to be packed in packaging material and determining advertising fees for advertisements to be printed on the packaging material based on the attribute information of the products. [Explanation of symbols]

[0124] 1. Advertising printing system 2 Transport unit 3 Support stand 4 Conveyor belt section 10 Advertising management device 11 Control section 12 Storage section 13. Packaging Product Information Acquisition Department 14 Advertising target information acquisition unit 15 Advertising Targeting Department 16 Advertising Cost Determination Department 17 Advertising image information output section 20 Orderer terminal device 21 Control section 22 Display section 30 EC management device 40 Logistics company management device 41 Printing device 46 Head Unit 46a~46d Line Head 50 Advertiser Management Device P packaging Ps printing side

Claims

1. a packaged product information acquisition unit that acquires attribute information of products packaged in packaging material; and an advertising cost determination unit that determines an advertising cost for the advertisement to be printed on the packaging material based on the attribute information of the product.

2. an advertisement target information acquisition unit that acquires attribute information of the advertisement target, 2. The advertisement management device according to claim 1, wherein the advertisement cost determination unit determines the advertisement cost based on a relationship between attribute information of the advertisement target and attribute information of the product.

3. 2. The advertisement management device according to claim 1, wherein the advertising expense determination unit determines the advertising expense based on a range of pre-specified product attributes corresponding to the product attribute information.

4. 2. The advertisement management device according to claim 1, wherein the advertising cost determination unit changes the advertising cost depending on whether the packaging material is reusable or not.

5. the attribute information is manufacturer information of the product, 2. The advertisement management device according to claim 1, wherein the advertising cost determination unit determines the advertising cost based on a degree of competition between manufacturer information of the advertisement target and manufacturer information of the product.

6. The advertisement management device according to claim 1 , wherein the advertising cost determination unit determines the advertising cost based on the degree of association between the advertising target and the product.

7. An advertisement management device according to any one of claims 1 to 6; and a printing device that prints the advertisement on the packaging material.

8. Acquire attribute information of the product to be packed in the packaging material, An advertising management method for determining advertising costs for advertisements to be printed on the packaging material based on the attribute information of the product.

9. acquiring attribute information of the product to be packed in the packaging material; and determining an advertising fee for the advertisement to be printed on the packaging material based on the attribute information of the product.

Images