Data processing: financial – business practice – management – or co – Automated electrical financial or business practice or... – Advertisement
Reexamination Certificate
2011-05-24
2011-05-24
Champagne, Donald L (Department: 3688)
Data processing: financial, business practice, management, or co
Automated electrical financial or business practice or...
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C705S014420
Reexamination Certificate
active
07949561
ABSTRACT:
A method for determining advertising effectiveness of cross-media campaigns provided. The effectiveness of the combined campaign is plotted, and the effects of different media are isolated. Examining complementary effects and synergies are examined, and a dollar-for-dollar comparison for each of the media is performed. This dollar-for-dollar comparison may include a return on marketing objective calculation. If applicable, budget re-allocations are recommended. Optionally, post effectiveness, efficiency, and allocation analysis are performed. Such analysis may include providing descriptive advertising and media suggestions on each media independently.
REFERENCES:
patent: 6662215 (2003-12-01), Moskowitz et al.
patent: 2006/0041480 (2006-02-01), Briggs
Dravillas, Jim, et al., Cross-Media and the Web: Best Practices for Using the Internet to Measure Cross-Media Advertising Campaigns, Paper presented at the ARF Week of Workshops, Sep. 24, 2003, NYC.
Briggs, Rex, “Cross-Media Measurement”, downloaded Aug. 12, 2010 from http://www.marketingevolution.com/downloads/industry—related/me—white—paper.cross—media—methodology.pdf.
Iab, “New Cross Media Optimization Studies (XMOS)”, press release dated Feb. 10, 2003, downloaded Aug. 12, 2010 from http://www.iab.net/about—the—iab/recent—press—releases/press—release—archive/press—release/4623.
“Stanford Course Example”, course example with link to datafile “shoes.dat” attached to Google search “compare advertising campaigns” performed Jan. 11, 2011.
Kugel, Christian, “Decay Effects in Online Advertising”, presentation at the ARF 50thAnnual Convention, Apr. 26-28, 2004, New York City.
Champagne Donald L
Marketing Evolution
Meyertons Eric B.
Meyertons Hood Kivlin Kowert & Goetzel P.C.
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