JP5423380B2 - Information processing program and information processing method - Google Patents

Description

  The present invention relates to an information processing program and an information processing method.

There is a technique for measuring the impression that a person receives when a document used for advertisement comes into contact with the person.
As a technology related to this, for example, in Patent Document 1, it is possible to analyze the process from when an advertisement is placed until the user actually purchases the product of the advertiser as a flow, so that the advertising effect can be accurately grasped. The action item setting unit that sets multiple action items along the five processes (AIDMA), which are the basic principles of advertising activities, and the actual implementation details for each set action item Results registering part, a summing part for summing up the results for each AIDMA process based on the results data registered in the database, and an analysis for outputting the results for each collected process in one screen By providing a result output unit, unlike the conventional analysis system that analyzed a part of the advertising activity in a fragmentary manner, the accurate advertising effect throughout the advertising activity is flowed. It is disclosed that to be able to grasp.

JP 2003-044738 A

  An object of the present invention is to provide an information processing program and an information processing method that extract components that constitute an advertisement and can be improved as a result of evaluating a document used for the advertisement.

The gist of the present invention for achieving the object lies in the inventions of the following items.
According to the first aspect of the present invention, for a document used for an advertisement, a reception function for receiving an evaluation score along an item related to an advertisement and an evaluation score received by the reception function are used for each item. A calculation function for calculating an evaluation score, a component storage function for storing the item in association with a component that is an element constituting the advertisement, an evaluation score for each item calculated by the calculation function, and an improvement target By comparing with a reference value for determining whether or not the component is an item to be extracted, it is determined that the item to be extracted from which the component to be improved is to be extracted and the determination function is to be extracted. An information processing program for realizing a component extraction function for extracting a component stored in the component storage function corresponding to the item

  According to a second aspect of the present invention, there is provided an explanation storage function for storing explanations about the constituent elements, an explanation extraction function for extracting explanations about constituent elements extracted by the constituent element extraction function from the explanation storage functions, and the explanation extraction. The information processing program according to claim 1, further realizing a presentation function for presenting an explanation extracted by the function.

  According to a third aspect of the present invention, the computer includes component storage means for storing the items related to the advertisement and the components that are the components of the advertisement in association with each other, and the computer uses the document used for the advertisement as a target. A reception procedure for receiving an evaluation score along an item relating to an advertisement, a calculation procedure for calculating an evaluation score for each item using the evaluation score received by the reception procedure, and a calculation procedure for each item calculated by the calculation procedure A determination procedure for determining an item from which the component to be improved is to be extracted by comparing the evaluation score of the item with a reference value for determining whether the component to be improved is to be extracted. Causing a component extraction procedure to extract a component stored in the component storage means corresponding to an item determined to be extracted by the procedure. It is an information processing method for the butterflies.

  According to the information processing program of the first aspect, as a result of evaluating the document used for the advertisement, it is possible to extract the constituent elements that constitute the advertisement and can be improved.

  According to the information processing program of Claim 2, the description regarding the component which can become an improvement object can be shown.

  According to the information processing method of the third aspect, as a result of evaluating the document used for the advertisement, it is possible to extract the constituent elements that constitute the advertisement and can be improved.

It is a conceptual module block diagram about the structural example of this Embodiment. It is a flowchart which shows the process example by this Embodiment. It is explanatory drawing which shows the example of the evaluation tag of an advertisement document. It is explanatory drawing which shows the example of a data structure of an item and component table. It is explanatory drawing which shows the example of presentation of an evaluation result. It is explanatory drawing which shows the structural example of the system in the case of embodying this Embodiment. It is a block diagram which shows the hardware structural example of the computer which implement | achieves this Embodiment.

Hereinafter, an example of a preferred embodiment for realizing the present invention will be described with reference to the drawings.
FIG. 1 shows a conceptual module configuration diagram of a configuration example of the present embodiment.
The module generally refers to components such as software (computer program) and hardware that can be logically separated. Therefore, the module in the present embodiment indicates not only a module in a computer program but also a module in a hardware configuration. Therefore, the present embodiment also serves as an explanation of a computer program, a system, and a method. However, for the sake of explanation, the words “store”, “store”, and equivalents thereof are used. However, when the embodiment is a computer program, these words are stored in a storage device or stored in memory. It is the control to be stored in the device. Modules may correspond to functions one-to-one, but in mounting, one module may be configured by one program, or a plurality of modules may be configured by one program, and conversely, one module May be composed of a plurality of programs. The plurality of modules may be executed by one computer, or one module may be executed by a plurality of computers in a distributed or parallel environment. Note that one module may include other modules. Hereinafter, “connection” is used not only for physical connection but also for logical connection (data exchange, instruction, reference relationship between data, etc.).
In addition, the system or device is configured by connecting a plurality of computers, hardware, devices, and the like by communication means such as a network (including one-to-one correspondence communication connection), etc., and one computer, hardware, device. The case where it implement | achieves by etc. is included. “Apparatus” and “system” are used as synonymous terms. Of course, the “system” does not include a social “mechanism” (social system) that is an artificial arrangement.
In addition, when performing a plurality of processes in each module or in each module, the target information is read from the storage device for each process, and the processing result is written to the storage device after performing the processing. is there. Therefore, description of reading from the storage device before processing and writing to the storage device after processing may be omitted. Here, the storage device may include a hard disk, a RAM (Random Access Memory), an external storage medium, a storage device via a communication line, a register in a CPU (Central Processing Unit), and the like.

The information processing apparatus according to the present embodiment evaluates a document used for an advertisement, and includes an evaluation score receiving module 110, an evaluation score calculation module 120, and a component processing module 130 as shown in FIG. doing. The component processing module 130 includes an item evaluation point determination module 132, a component extraction module 134, an explanation extraction module 136, a presentation module 138, an item / component table 144, and an explanation DB 146.
Since this embodiment is an impression received by a person who has seen a document, it may be used in an evaluation at a stage before an advertising act is performed (before printing and distribution).

Evaluation results for a plurality of evaluation items describing impressions received by a person who has seen a document used for an advertisement are tabulated for each stage of AIDMA (registered trademark). Each evaluation item corresponds to each stage of the consumer psychological process [A, I, D, M, A] of the five stages of advertisements advocated by Samuel Roland Hall in the United States. doing.
AIDMA will be described. This is a combination of the initial letters of Attention, Interest, Desire, Memory, and Action.
(1) Attention: Calling attention to potential customers. Examples of components that constitute an advertisement related to this include a catchphrase and a photo / illustration instead.
(2) Interest: To draw attention and give interest one step further. As an advertising component related to this, there is an explanatory note (paragraph) after a catchphrase (photo / illustration).
(3) Desire: To change a customer's potential demand into an actual demand. Recognize the benefits and advantages of buying it. As related components of advertisements, there are information that appeals the goodness of goods and services.
(4) Memory: To be stored in a potential customer by not taking action immediately. The related components of the advertisement include portability, storage (for example, affixed to a refrigerator), and repeated arrangement of information to be recognized.
(5) Action: To make a specific action. Related advertising components include store name (contact information), contact method, appendix, bonus, discount information, and the like.

The evaluation score receiving module 110 is connected to the evaluation score calculation module 120. For a document used for an advertisement, an evaluation score along an item related to the advertisement is received. Then, the evaluation score is passed to the evaluation score calculation module 120.
Examples of the document used for the advertisement include direct mail and leaflets. Note that the document is described using a document printed on paper as a main example, but may be text data, electronic data such as an image, a moving image, or audio, or a combination of them.
As items relating to advertisements, for example, the above-mentioned five evaluation items of AIDMA correspond. Further, it may be an item obtained by subdividing AIDMA.
Further, since the evaluation is performed by a plurality of persons, there are a plurality of evaluation points for each item.

The evaluation score calculation module 120 is connected to the evaluation score receiving module 110 and the component element processing module 130. An evaluation score for each item is calculated using the evaluation score received by the evaluation score receiving module 110.
The calculation of the evaluation score may be simple addition or weighted addition for each item. Furthermore, the addition result may be normalized, for example, to a maximum of 10 points. Further, when the item is an item obtained by subdividing AIDMA, the evaluation points for each of the five evaluation items may be calculated by adding the subdivided items.

The component processing module 130 is connected to the evaluation score calculation module 120. Process to point out the improvement of the target document from the evaluation result.
The item evaluation score determination module 132 compares the evaluation score for each item calculated by the evaluation score calculation module 120 with the reference value for determining whether or not the component to be improved is to be extracted. The item which should extract the component which becomes is judged. A reference value for each item for determining whether or not the component to be improved is an item to be extracted may be determined according to the industry, the customer group to which the document is distributed, and the like. Further, it may be determined for each item.
The item / component table 144 is accessed from the component extraction module 134 and stored in association with the components that are the components of the item and the advertisement. Furthermore, the position (for example, URL (Uniform Resource Locator) of the applicable location in description DB146 etc.) where the description of the component is memorize | stored may be memorize | stored.
The component extraction module 134 is connected to the item / component table 144. The component stored in the item / component table 144 corresponding to the item determined to be extracted by the item evaluation score determination module 132 is extracted. Further, a position where the description of the component is stored may be extracted.

The explanation DB 146 is accessed from the explanation extraction module 136 and stores explanations about the constituent elements. Memorize the so-called evaluation guides. Further, the explanation for each component in the manual may be accessed by a URL or the like.
The explanation extraction module 136 is connected to the explanation DB 146. The description regarding the component extracted by the component extraction module 134 is extracted from the description DB 146 using, for example, a URL.

  The presentation module 138 presents the explanation extracted by the explanation extraction module 136. The calculation result by the evaluation score calculation module 120 may be presented as a graph (radar chart or the like). In addition, the component extracted by the component extraction module 134 may be presented.

FIG. 2 is a flowchart showing an example of processing according to this embodiment.
In step S202, the evaluation score receiving module 110 receives a document evaluation score. The evaluation score is a result obtained by a plurality of evaluators. For example, the evaluation is performed using the evaluation form 300. FIG. 3 is an explanatory diagram showing an example of an evaluation slip 300 for an advertisement document.
Evaluation sheet 300 is: A: Notice / attract attention (first read) 350, I: Interest (make interest) 360, D: Desire (heart of the other party) 370, M: leave in memory (strongly keep in memory) 380, A: make 390 act (prompt the partner to act) 390. These correspond to the evaluation axis of AIDMA. Furthermore, it is divided into subdivided items. For example, A: notice / attract attention (first read) 350 has “attracting attention” as item number 11 and “atmosphere” as item number 12.
And in the column direction, the first evaluation item 310, the item number 320, the second evaluation item 325, the very likely 331, the likely 332, the somewhat likely 333, the neither 334, the slightly 335, the unlikely 335 Has 336 not, 337 not at all.
The evaluator, for each item, for the target document, “I think very much”, “I think so”, “Somewhat agree”, “Neither”, “I do not think so”, “I do not think so” Check (select) one of “I don't think so”. For example, “I think very much” is 7 points, and “I don't think so” is sequentially assigned to one evaluation point.
The evaluation form 300 may be presented on the display of the information processing apparatus used by the evaluator, and a check may be performed in accordance with the evaluator's operation using a mouse or the like to receive an evaluation score for each item. . Further, the evaluation form 300 is a paper document, and after the evaluator performs a handwritten check, the contents of the evaluation form 300 are accepted according to the operation of the operator using the keyboard of the information processing apparatus. Also good. Alternatively, the evaluation point receiving module 110 may recognize the check position of the evaluation form 300 written by hand so as to receive the evaluation point.

In step S204, the evaluation score calculation module 120 calculates an evaluation score for each item. For example, normalization is performed by adding the evaluation points of a plurality of people for each item to a maximum score of 10.
In step S206, the item evaluation score determination module 132 extracts the target item. For example, in the example of FIG. 3, items are extracted in order from the item number 11.
In step S208, the item evaluation score determination module 132 determines whether or not the evaluation score is equal to or less than a threshold value. If it is less than or equal to the threshold value (if it is an item to be improved), the process proceeds to step S210. Otherwise (if it is an item that does not need to be improved), the process proceeds to step S218. The threshold value is a reference value for determining whether or not the component to be improved is an item to be extracted. For example, the threshold value is different for each industry in which the advertisement is used. Different values may be defined for each item.

In step S210, the component extraction module 134 extracts components using the item / component table 144. Extract the component corresponding to the item in question. FIG. 4 is an explanatory diagram showing an example of the data structure of the item / component table 144. The item / component table 144 has an item number column 410, an entire element column 420, and an individual element column 430. The components are roughly divided into an element column 420 relating to the whole and an element column 430 relating to the individual. The element column 420 relating to the whole has an effect element column 422, a document configuration column 424, and a layout / design column 426. Each of the element fields 430 includes a catch phrase field 432, a catch visual field 434, a second catch field 436, a lead field 438, an explanatory text field 440, a price field 442, an offer field 444, and a contact field 446. . For example, the document size, binding, etc. correspond to the production elements.
The component extraction module 134 extracts a component column with a circle mark and a circle mark in the row of the target item number in the item / component table 144. Note that ◎ indicates that it is a more important component compared to ○.
For example, when an item number 11 (“A attention is attracted”) of a subdivision item “A attention is attracted” (Y in step S208) is extracted, a circle mark ◎ The effect element column 422, the layout / design column 426, the catch copy column 432, the catch visual column 434, the second catch column 436, the price column 442, and the offer column 444 are extracted as components. Among them, the catch visual column 434 is a column of important components that affect the item number 11. That is, in this document, in order to increase the item number 11, in order to increase the element number 11, the component effect element column 422, the layout / design column 426, the catch phrase column 432, the catch visual column 434, the second catch column 436, the price column 442, the offer The column 444 is improved, and in particular, the improvement of the catch visual column 434 is shown to be more effective than the others.
In addition, a URL indicating the position where the description of the component in the explanation DB 146 is stored may be stored in a place with a circle or a circle in the item / component table 144.

In step S212, the explanation extracting module 136 extracts the explanation of the evaluation guide in the explanation DB 146 from the constituent elements. Specifically, for example, the description is extracted using the URL in the item / component table 144.
In step S214, the presentation module 138 presents the relevant explanation of the evaluation guide on a display or the like. Here, the calculation result in step S204 may be presented as a graph or the like. FIG. 5 is an explanatory diagram illustrating an example of presentation of evaluation results. This is a radar chart having an At axis 510, an I axis 520, a D axis 530, an M axis 540, and an Ac axis 550, and shows that the I axis 520 has a low value. If there is an axis below the reference value for determining whether or not the component whose value is to be improved is extracted, present the component extracted in step S210 and the corresponding explanation extracted in step S212. Also good.

In step S216, the item evaluation score determination module 132 extracts the next target item. For example, item number 11 is next to item number 11. In particular, the items may be extracted in the order of [At, I, D, M, Ac]. In addition, when each item of [At, I, D, M, Ac] is subdivided, subdivided items included in the same item in [At, I, D, M, Ac] are successively You may make it the order which can be extracted.
In step S218, the item evaluation score determination module 132 determines whether an item has been extracted. If it can be extracted, the process returns to step S208. Otherwise, the process ends (step S299).

FIG. 6 is an explanatory diagram showing a configuration example of a system when the present embodiment is embodied.
In this system, the evaluation device 602, the evaluation device 604, the evaluation device 606, the evaluation device 608, the evaluation device 610, the evaluation processing device 620, the document DB 630, and the printer 640 are connected via a communication line 690, respectively.
The evaluation devices 602 to 610 are information processing devices used by the evaluator of the advertisement document, and are, for example, PCs (Personal Computers, personal computers). Each of the evaluation devices 602 to 610 takes out an advertisement document to be evaluated from the document DB 630 in accordance with the operation of the evaluator, and performs evaluation according to the evaluation sheet 300 illustrated in FIG. In addition, an advertisement document that has already been printed using the printer 640 may be received and evaluated.
The evaluation processing device 620 is an information processing device having the configuration illustrated in FIG. Each evaluation result is received and the above-described processing is performed.

  The hardware configuration of the computer (evaluation processing apparatus 620 illustrated in FIG. 6) on which the program as the present embodiment is executed is a general computer as illustrated in FIG. PCs, computers that can be servers, and the like. That is, as a specific example, the CPU 701 is used as a processing unit (calculation unit), and a RAM 702, a ROM (Read Only Memory) 703, and an HD 704 are used as storage devices. For example, a hard disk may be used as the HD 704. A CPU 701 that executes programs such as the evaluation score receiving module 110, the evaluation score calculation module 120, the item evaluation score determination module 132, the component extraction module 134, the explanation extraction module 136, and the presentation module 138, and the programs and data (for example, items A RAM 702 for storing the component table 144), a ROM 703 storing a program for starting the computer, an HD 704 as an auxiliary storage device for realizing the explanation DB 146, a keyboard, a mouse, and the like An input device 706 for inputting data, an output device 705 such as a CRT or a liquid crystal display, a communication line interface 707 for connecting to a communication network such as a network interface card, etc. And a bus 708 for the taking. A plurality of these computers may be connected to each other via a network.

Among the above-described embodiments, the computer program is a computer program that reads the computer program, which is software, in the hardware configuration system, and the software and hardware resources cooperate with each other. Is realized.
Note that the hardware configuration illustrated in FIG. 7 illustrates one configuration example, and the present embodiment is not limited to the configuration illustrated in FIG. 7, and is a configuration capable of executing the modules described in the present embodiment. I just need it. For example, some modules may be configured by dedicated hardware (for example, ASIC), and some modules may be in an external system and connected via a communication line. A plurality of systems shown in FIG. 5 may be connected to each other via communication lines so as to cooperate with each other. In particular, in addition to personal computers, information appliances, copiers, fax machines, scanners, printers, and multifunction machines (image processing apparatuses having two or more functions such as scanners, printers, copiers, and fax machines). Etc. may be incorporated.

In the above-described embodiment, the evaluation score calculation module 120 has shown an example in which all the evaluation scores received by the evaluation score receiving module 110 are added. However, a deviation that excludes the highest score and the lowest score is predetermined. When the value is larger than the value, calculation such as addition may be performed by excluding the highest point and the lowest point which are singular points. Here, the “predetermined value” means that the value is determined before the process to be excluded, and before the process according to the present embodiment starts, as well as after the process according to the present embodiment starts. Even if it exists, it should just be before this exclusion process, and should just be a value defined according to the situation / state at that time or according to the situation / state until then.
Further, the data structure of the item / component table 144 is not limited to the table structure illustrated in FIG. 4, and may be another data structure. For example, the link structure etc. which matched the item and the component may be sufficient. Further, the data items are not limited to those shown in the figure, and may have other data items.
In addition, in the above-described embodiment, “presentation” includes, in addition to display on a display device such as a display, printing on a printing device such as a printer, outputting audio to a sound output device such as a speaker, etc. There may be a combination thereof.
Further, in the description of the above-described embodiment, in comparison with a reference value for determining whether or not a component to be improved is an item to be extracted, “more”, “less”, “greater”, “more” “Small (less than)” may be “larger”, “smaller (less than)”, “more than”, and “less than” as long as there is no contradiction in the combination.

The program described above may be provided by being stored in a recording medium, or the program may be provided by communication means. In that case, for example, the above-described program may be regarded as an invention of a “computer-readable recording medium recording the program”.
The “computer-readable recording medium on which a program is recorded” refers to a computer-readable recording medium on which a program is recorded, which is used for program installation, execution, program distribution, and the like.
The recording medium is, for example, a digital versatile disc (DVD), which is a standard established by the DVD Forum, such as “DVD-R, DVD-RW, DVD-RAM,” and DVD + RW. Standard “DVD + R, DVD + RW, etc.”, compact disc (CD), read-only memory (CD-ROM), CD recordable (CD-R), CD rewritable (CD-RW), Blu-ray disc ( Blu-ray Disc (registered trademark), magneto-optical disk (MO), flexible disk (FD), magnetic tape, hard disk, read-only memory (ROM), electrically erasable and rewritable read-only memory (EEPROM), flash Includes memory, random access memory (RAM), etc. .
The program or a part of the program may be recorded on the recording medium for storage or distribution. Also, by communication, for example, a local area network (LAN), a metropolitan area network (MAN), a wide area network (WAN), a wired network used for the Internet, an intranet, an extranet, etc., or wireless communication It may be transmitted using a transmission medium such as a network or a combination of these, or may be carried on a carrier wave.
Furthermore, the program may be a part of another program, or may be recorded on a recording medium together with a separate program. Moreover, it may be divided and recorded on a plurality of recording media. Further, it may be recorded in any manner as long as it can be restored, such as compression or encryption.

DESCRIPTION OF SYMBOLS 110 ... Evaluation point reception module 120 ... Evaluation point calculation module 130 ... Component element processing module 132 ... Item evaluation point judgment module 134 ... Component element extraction module 136 ... Explanation extraction module 138 ... Presentation module 144 ... Item / component table 146 ... Explanation DB
602 to 610 ... evaluation device 620 ... evaluation processing device 630 ... document DB
640 ... Printer 690 ... Communication line

Claims (3)

On the computer,
A reception function that accepts evaluation points according to items related to advertisements for documents used in advertisements,
A calculation function for calculating an evaluation score for each item using the evaluation score received by the reception function;
A component storage function for storing the item in association with a component that is a component of the advertisement;
The item to extract the component to be improved by comparing the evaluation score for each item calculated by the calculation function and the reference value for determining whether or not the component to be improved is to be extracted A judgment function for judging
An information processing program that realizes a component extraction function that extracts a component stored in the component storage function corresponding to an item determined to be extracted by the determination function. A description storage function for storing a description of the component;
An explanation extraction function for extracting the explanation about the component extracted by the component extraction function from the explanation storage function;
The information processing program according to claim 1, further comprising a presentation function for presenting an explanation extracted by the explanation extraction function. Computer
Comprising component storage means for storing the items related to the advertisement and the components that are the components of the advertisement in association with each other;
In the computer,
Acceptance procedures for receiving evaluation scores along items related to advertisements for documents used in advertisements,
A calculation procedure for calculating an evaluation score for each item using the evaluation score received by the reception procedure;
The item to extract the component to be improved by comparing the evaluation score for each item calculated by the calculation procedure with the reference value for determining whether or not the component to be improved is to be extracted. Judgment procedure for judging
An information processing method comprising: performing a component extraction procedure for extracting a component stored in the component storage means corresponding to an item determined to be extracted by the determination procedure.

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