Abstract:
A method and apparatus for generating a media campaign from information about available units stored in a central database, including a set of first characteristic data and associated behavior information and a set of media formats for the available units and associated behavior information. Selective criteria is entered based on the first characteristic data at a remote computer coupled to the central computer database via a network and web server for a search of the information stored in the database, and a search is generated based upon the selective criteria, the search identifying the certain behavior information corresponding to the first characteristic data and media format information associated with that certain behavior information. Results of the search are displayed at the remote computer, the results constituting matching media format information and associated information. The user then selects among the media formats from the search results to constitute the media campaign.

Description:
This claims the benefit of U.S. Provisional Patent Application 61/211,985,filed Apr. 6, 2009 and hereby incorporated by reference herein. 
    
    
     The invention relates generally to a method and apparatus for generating a media plan via a user interface. 
     BACKGROUND 
     Advertisers are continually facing more and more options for presenting advertisements to consumers. However, with this increase in available options, it becomes more difficult to generate a media plan that focuses on a particular targeted audience. 
     SUMMARY OF THE INVENTION 
     The present invention addressed this problem by organizing information about available media formats for advertising options (called “units” or “assets” herein) in a database in a number of ways. First, information about the targeted audience, e.g., demographic data, for the advertising options is linked to behavior information. In addition, the behavior data is also linked to the available media formats. The user is presented with an interface in which a campaign may be generated (a “campaign” according to the present invention is an incomplete advertising plan) resulting in a media plan (a “media plan” according to the present invention is a final, completed advertising plan) which targets a desired audience. In particular, according to the present invention, the user provides certain details about the targeted audience for the current campaign through the user-interface (e.g., desired demographic data) and then generates a search of the database, stored at a central location. Possible advertising options are then presented to the user in a search results window based upon “behaviors” (a “behavior” according to the present invention is a class or type of activity organized based on how or where the advertising is presented to the targeted audience) which are associated with that demographic. Each behavior is organized hierarchically based on a top-level description and descriptions of sub-components of that behavior. The search window is selectively presented in one of two views, a BEHAVIOR &amp; MEDIA view or a LIFELINE view, and provides certain statistical information about the advertising options that can be evaluated by the user in generating the advertising campaign. The user navigates the search window to choose desired media format options for the campaign, and, once complete, saves the current campaign as a completed media plan. Optionally, the user may choose one ore more particular assets for the desired format in generating the media plan. 
     In particular, the present invention provides a method for generating a campaign from information about available units stored in a central computer database, the information comprising a set of first characteristic data and associated behavior information and a set of formats for the available units and associated behavior information. The method requires entering selective criteria from the set of first characteristic information at a remote computer coupled to the central computer database. Next, the central computer database is searched based upon the entered selective criteria and, based on the associated behavior information for the first characteristic data matching the search criteria, corresponding formats is identified. Then, the results from the search are displayed at the remote computer, the results constituting the identified corresponding formats. Finally, using the remote computer, one or more formats are selected from the search results for the campaign. 
     The present invention also provides an apparatus for generating a campaign from information about available units. The apparatus includes a central computer database for storing information about available units comprising a set of first characteristic data and associated behavior information and a set of formats for the available units and associated behavior information. The apparatus also includes a web server computer system coupled to the central computer database for searching the central computer database based upon selective criteria and for, based on the associated behavior information for the first characteristic data matching the search criteria, identifying corresponding formats. Finally, the apparatus includes a remote computer coupled to the web server computer system and adapted to allow entry of the selective criteria from the set of first characteristic information and to provide the selective criteria to the web server computer system via the network and for displaying the results from the search, the results constituting the identified corresponding formats, to allow a user to select one or more formats from the search results for the campaign. 
     In a further embodiment, the results displayed further comprise associated statistical information for the formats. Additionally, the results displayed further comprise associated statistical information for the formats, the campaign is an advertising media campaign, the available units comprise available advertising units, the first characteristic data comprises demographic information, the behavior information comprises identified behaviors performed by an advertising audience and the set of formats for the available advertising units comprise the types of advertising available. 
     In both the claimed method and apparatus, the assets may be displayed according to behaviors at the client computer and the search results may be displayed in hierarchical form. 
    
    
     
       BRIEF DESCRIPTION OF DRAWINGS 
       The above and related objects, features and advantages of the present invention will be more fully understood by reference to the following detailed description of the presently preferred, albeit illustrative, embodiments of the present invention when taken in conjunction with the accompanying drawing wherein: 
         FIG. 1  is a block diagram of a networked system environment in which a Web-based search engine for generating a media plan is employed. 
         FIG. 2  is a screen shot of the graphical user interface of an embodiment of the present invention which illustrates the four main components thereof. 
         FIG. 3  is a partial screen shot showing the logo block component of the graphical user interface of an embodiment of the present invention. 
         FIG. 4  is a partial screen shot showing the campaign block component of the graphical user interface of an embodiment of the present invention. 
         FIG. 5  is a partial screen shot showing the search block component of the graphical user interface of an embodiment of the present invention. 
         FIG. 6  is a partial screen shot showing the results/planner block component of the graphical user interface of an embodiment of the present invention. 
         FIG. 7  is a partial screen shot showing the header portion of the results/planner block component of the graphical user interface in the BEHAVIOR &amp; MEDIA view mode. 
         FIG. 8  is a partial screen shot showing the results window portion of the results/planner block component of the graphical user interface in the BEHAVIOR &amp; MEDIA view mode. 
         FIGS. 9A and 9B  are respective partial screen shots showing the results window portion of the results/planner block component of the graphical user interface in the LIFELINE view mode, in the DAILY VIEW view mode and WEEKLY VIEW view mode, respectively. 
         FIG. 10  is a partial screen shot showing the header portion of the results/planner block component of the graphical user interface with the media filters section expanded. 
         FIG. 11  is a partial screen shot showing the PLAN TOTALS portion of the results/planner block component of the graphical user interface of an embodiment of the present invention. 
         FIG. 12  is a partial screen shot showing an enlarged sub-portion of the results/planner block component of the graphical user interface in the BEHAVIOR &amp; MEDIA view mode. 
         FIG. 13  is a partial screen shot showing the top-level portions of a type of behavior appearing in the results/planner block component of the graphical user interface in the BEHAVIOR &amp; MEDIA view mode. 
         FIGS. 14A to 14C  are partial screen shots showing different views of a single behavior appearing in the results/planner block component of the graphical user interface in the BEHAVIOR &amp; MEDIA view mode. 
         FIG. 15  is a partial screen shot showing the media summary stats for all levels of a single behavior appearing in the results/planner block component of the graphical user interface in the BEHAVIOR &amp; MEDIA view mode. 
         FIG. 16  is a partial screen shot showing the media summary stats for a category sub-component of a single behavior appearing in the results/planner block component of the graphical user interface in the BEHAVIOR &amp; MEDIA view mode. 
         FIG. 17  is a partial screen shot showing the media summary stats for a type sub-component of a single behavior appearing in the results/planner block component of the graphical user interface in the BEHAVIOR &amp; MEDIA view mode. 
         FIG. 18  is a partial screen shot showing a media format available for a single behavior appearing in the results/planner block component of the graphical user interface in the BEHAVIOR &amp; MEDIA view mode. 
         FIG. 19  is a partial screen shot showing a vendor for the associated media format for a single behavior appearing in the results/planner block component of the graphical user interface in the BEHAVIOR &amp; MEDIA view mode. 
         FIG. 20  is a partial screen shot showing the details of a particular unit/asset for a particular vendor of a particular media format for a single behavior appearing in the results/planner block component of the graphical user interface in the BEHAVIOR &amp; MEDIA view mode. 
         FIG. 21  is a partial screen shot showing the top-level time-line sub-component for all behaviors appearing in the results/planner block component of the graphical user interface in the LIFELINE DAILY VIEW mode. 
         FIG. 22  is a partial screen shot showing a first type of single behavior time-line sub-component appearing in the results/planner block component of the graphical user interface in the LIFELINE DAILY VIEW mode. 
         FIG. 23  is a partial screen shot showing a second type of single behavior time-line sub-component appearing in the results/planner block component of the graphical user interface in the LIFELINE DAILY VIEW mode. 
         FIG. 24  is a partial screen shot showing the top-level time-line sub-component for all behaviors appearing in the results/planner block component of the graphical user interface in the LIFELINE WEEKLY VIEW mode. 
         FIG. 25  is a partial screen shot showing a single behavior time-line sub-component appearing in the results/planner block component of the graphical user interface in the LIFELINE WEEKLY VIEW mode. 
     
    
    
     DETAILED DESCRIPTION 
     Referring to  FIG. 1 , a networked system environment  10  includes a system  12  connected to a network  14 . In one embodiment, as illustrated, the network  14  is the Internet and the system  12  is implemented as a Web-based architecture, however, the present invention is not limited to operations over the Internet, and other types of networks may be used in conjunction with the present invention. The system  12  includes a Web server  16 , which is configured with a Web-based application  18 , and a database  20  that is coupled to the Web server  16  by a data link or bus  22 . The Web-based application  18 , which is stored in an internal memory  24  and executed by a processor  26 , allows access to the database  20 . The database  20  includes data structures that store data  28 , and is the main source and storage for that data. The database  20  further includes graphical user interface (GUI) data structures  30  that store information for use in producing GUI  32 . 
     Also coupled to the network  14  are one or more client computers  34  which are operated by users of the application  18 . The application  18  provides the GUI  32  to the user of the client computer  34 , via a client device, for example, a Web-browser  36 , as shown. The GUI  32  is an intuitive interface that is described below. The system  12  thus allows a user to access in a fast and reliable manner data from the database  20  and to display that data in an appropriate form. The GUI data structures  30  and data  28  can be modified or updated as well by a user with appropriate privileges, e.g., an administrator. 
       FIG. 2  is a screen shot of an exemplary GUI  32  of the present invention comprising four distinct components, including logo block  40 , campaign block  42 , search block  44  and results/planner block  46 . Each of these components, and the functionality provided thereby, is described in more detail below. 
     In the preferred embodiment of the present invention, data  28  in database  20  constitutes information about advertising units/assets and corresponding information about the associated unit/asset. As explained below, the user, via GUI  32 , conducts a search of the database  20  based on certain selected criteria, and the results of the search are presented to the user via a window in GUI  32 . The user then evaluates the search results and selects some or all of the search results to constitute a media plan. 
     In particular, according to the presently preferred embodiment of the invention, data  28  contains two sets of information. The first set of information comprises, for example, demographic information of the type used by advertisers to identify different groups of people for targeted advertising campaigns. Demographic information is used herein as any characteristic used to identify a target audience for an advertising campaign, see, e.g., the search fields provided in search block  44  shown in  FIG. 5  and discussed below. The first set of information also includes behavior information linked to this demographic information. Some types of behaviors are shown in  FIG. 8  and discussed below, including: 1. Travel; 2. At Work Or School; 3. Eating A Meal; 4. Away From Home—Shopping; 5. Away From Home—Personal Time; 6. Away From Home—Entertainment; and 7. Micro-Behaviors. The links between the demographic information and the behaviors are generated based on, e.g., survey data. For example, the demographic information could include: 1. 30-40 year old males; 2. residing in New York City; and 3. having a salary of $ 50-70 thousand per year. One type of behavior could be commuting to work. Statistical information about each behavior, e.g., what percentage of the demographic is performing the particular behavior at particular time periods, is also stored. The second set of data comprises the available media formats that can be used to generate a media campaign and a link to the associated behaviors for each available media format. 
       FIG. 3  is a screen shot of a portion of exemplary GUI  32  which shows the logo block  40  in greater detail. Logo block  40  preferably includes a label  48  used to identify GUI  32 , an about link  50  used to access an URL that provides overview information about the system, a FAQ link  52  used to access an URL that provides more detail information about the system in the conventional frequently-asked-questions format, a help link  54  used to access an URL that provides the user with access to a help database in a conventional manner, a sign-in link  56  that provides access to a window used by previously registered users to login to the system, a register link  58  that provides access to a window used to register for use of the system, a full-screen link  60  used to expand GUI  32  to use the entire display screen of the client computer  34  and a logo area  62  used for identification purposes. 
       FIG. 4  is a screen shot of a portion of exemplary GUI  32  which shows the campaign block  42  in greater detail. As discussed above, a campaign is an incomplete advertising plan, here, for example, a set of search results with or without user-based selections that can be reopened by the user for further modification/election of the search results and a media plan is a finalized campaign including user-based selections of the search results that is read-only and cannot be further modified. Campaign block  42  includes a campaign section  64  and a completed media plan section  78 , along with a link  90  used to access an additional window for adding new campaigns and folders, a link  92  used to delete a selected campaign and a profile link  45  used to access a profile screen which is used to modify the profile of the currently logged user. Campaign section  64  includes a link  66  for creating a new campaign that invokes the search component of the embodiment and folders  68 ,  72 ,  76  for organizing and displaying saved campaigns  70 ,  74 . Completed media plan section  78  includes folders  80 ,  84 ,  88  for organizing and displaying saved media plans  82 ,  86 . As evident from  FIG. 4 , each of the folders  68 ,  72 ,  76 ,  80 ,  84 ,  88  may be toggled between a state in which the contents of the respective folders is displayed and a state in which the contents are hidden. The folders are user-defined and may be added via the add-campaign link  90 . 
       FIG. 5  is a screen shot of a portion of exemplary GUI  32  which shows the search block  44  in greater detail. Search block  44  includes a field  96  for entry of a unique name for the current search, which field is automatically filled in if a previously saved search is being used, and a set of buttons  100  used to control the current search. Buttons  100  include a LOAD button for accessing a screen to load a stored campaign, a SUBMIT button used to forward the current search terms to the server  16  for running a query on the database  20 , a CLEAR button used to return all search entries to the default state and a CANCEL button used to close the search block without executing the current search. Search block  44  also includes a criteria field  98  that holds the terms used in the present search. Field  98  is automatically filled in when using a previously saved search. Performance of a search requires at least one valid criterion, other than geography, and a particular geography (i.e., geographic location) to be entered in field  98 . In addition, search field also includes a number of pull-down menus which are used to select criteria that is then automatically entered into field  98 . These menus include the gender pull-down menu  104 , the age pull-down menu  106 , ethnicity pull-down menu  108 , income range pull-down menu  110 , marital status pull-down menu  114 , education pull-down menu  116 , acculturation status pull-down menu  118 , employment pull-down menu  120  and industry of employment pull-down menu  122  and geography pull-down menu  124 . There are two fields  128  and  132  used to enter, respectively, the start and end dates for the current campaign. Each field  128 ,  132  has associated date picker boxes  130 ,  134  which are used to automatically populate the associated date fields  128 ,  132  in the correct format. 
       FIG. 6  is a screen shot of a portion of exemplary GUI  32  which shows the results/planner block  46  in greater detail. The results/planner block  46  has a number of distinct portions, including view toggle buttons section  136  which allow the user to switch between the BEHAVIOR &amp; MEDIA view and the LIFELINE view (these views are discussed in more detail below); selection toggle buttons section  138  which allow the user to choose how to display the search results; filter control section  140  which allow the user to filter the search results based on certain criteria, discussed below with respect to  FIG. 10 ; window  142  which displays the actual search results in a form which depends on the user settings for the view toggle buttons  136 , selection toggle buttons  138  and filters within the filter section  140  (if enabled) (window  142  is used for planning/election of the current campaign); and plan totals section  144  which is a read-only section used to provide summary information for the current search and of elections made for the current search, as discussed below. 
     Window  142  in  FIG. 6  presents the results of the search to the user in a manner controlled by the settings of view toggle buttons section  136 , selection toggle buttons  138  and the filters of filter control section  140 . In  FIG. 6 , the view toggle buttons section  136  is set to BEHAVIOR &amp; MEDIA VIEW, the selection toggle buttons are set to SHOW ALL; and there are no filters set in filter section  140 . In addition, as discussed below, the user has opened certain categories and made certain selections in window  142  for the current campaign. A portion  226  of window  142  is discussed below with respect to  FIG. 12 . 
       FIG. 7  shows the header portion of results/planner block  46  in greater detail, including the view toggle buttons section  136 , selection toggle buttons section  138  and the media filter controls  160  of filter control section  140 . There are two view toggle buttons, BEHAVIOR &amp; MEDIA view button  162  and LIFELINE view button  164 , discussed below with respect to  FIGS. 8 ,  9 A and  9 B. There are three selection toggle buttons, SHOW ALL button  166 , SHOW FILTERED &amp; SELECTED button  168  and SHOW SELECTED ONLY button  170 . A user clicks on the particular view button to activate it, and the non-elected view toggle button (or buttons) will be shown in a lighter shade, e.g., grey, while the elected view toggle button will be shown in a darker, more highlighted fashion. Only one of the toggle buttons (view  136  or selection  138 ) may be active at any one time. The filter buttons  160  of filter control section  140  are discussed in detail below with respect to  FIG. 10 . 
     The selection toggle buttons  166 ,  168 ,  170  are used to select different ways to show the results of the search. SHOW ALL button  166  will cause all results of the search to be shown. SHOW FILTERED &amp; SELECTED button  168  will cause all results that correspond to the pre-set filters (if any) and which also have been selected by the user for the current campaign. Finally, SHOW SELECTED ONLY button  170  will cause only those results that have been selected to be shown. As one of ordinary skill in the art will readily recognize, other views can be provided based on the particular implementation, e.g., a button which would show only the filtered results. 
       FIG. 8  is a view of window  142  in the BEHAVIOR &amp; MEDIA view, with the SHOW ALL button set and no filters applied. Each media category  146  to  158  is closed, as would occur immediately after a search has been initiated. In particular, seven different types of media behaviors are available in the search results shown in  FIG. 8 , including travel behavior  146 , at work or home behavior  148 , eating a meal behavior  150 , away from home—shopping behavior  152 , away from home—personal time behavior  154 , away from home—entertainment behavior  156  and micro-behaviors  158 . A behavior is broadly defined as a particular action or activity in which a person would be undertaking in which that person would be exposed to certain types of media, for, e.g., advertising purposes. In  FIG. 6 , three types of search result behaviors are shown, including away from home—shopping behavior  152 , away from home—personal time behavior  154  and travel behavior  146 . 
       FIGS. 9A and 9B  show window  142  in the LIFELINE view, used to present the search results and selections for the current campaign in a time based manner. In particular, the LIFELINE view shows a graphical chart of all behaviors for a demographic group over a period of time. In  FIG. 9A , LIFELINE view window  142 , shown in the DAILY VIEW mode, includes a top level component  344  and a series of behavior sub-components  360 ,  368 ,  390 ,  400  and  402 . As discussed below with respect to  FIG. 21 , the top-level component  344  provides certain sorting controls and header information for the various behavior sub-components which may be present in LIFELINE view window  142 , e.g., behavior sub-components  360 ,  368 ,  390 ,  400  and  402  for the example campaign shown in  FIG. 9A . Behavior sub-components  360 ,  368 ,  390 ,  400  and  402  are described below with respect to  FIGS. 22 and 23 . In  FIG. 9B , LIFELINE view window  142  is shown in the WEEKLY VIEW mode and in the displayed embodiment includes a top-level component  372  and behavior sub-components  382 ,  404 ,  406 ,  408  and  410 . The top-level component  372  provides sorting controls for the behavior sub-components, e.g., the behavior sub-components  382 ,  404 ,  406 ,  408  and  410  of  FIG. 9B , which are described with respect to  FIG. 24  below. The behavior sub-components for the LIFELINE weekly view are described below with respect to  FIG. 25 . 
       FIG. 10  shows the header portion of results/planner block  46  in greater detail, including the view toggle buttons  136 , selection toggle buttons  138  and the media filter controls  160  of filter control section  140  expanded. The media filters buttons allow the user to filter the results of the current search by certain criteria associated with each type of available advertising, for example. The filter control section  140  also includes, preferably, four control buttons, including RESET ALL button  192 , SAVE button  194 , LOAD button  196  and SUBMIT button  198 . The RESET ALL button  192  resets the filters to the default, e.g., usually unselected, state. The SAVE button  194  saves the current setting of the filters. The LOAD button  196  allows a previously saved filter set to be loaded. The SUBMIT button  198  causes the currently selected filter set to operate on the current search results and modify the results shown in window  142 . 
     Media filter controls  160  in  FIG. 10  preferably include media category box  172 , media type box  174 , media format box  176 , quality of exposure tolerance level set  178 , time of exposure tolerance level set  180 , and media association flags  182  which include traditional box  184 , non-traditional box  186 , non-digital box  188  and digital box  190 . The three media select boxes, i.e., media category box  172 , media type box  174  and media format box  176 , open pull-down menus which allow various predetermined information to be selected associated with categories, types and formats, respectively. The two tolerance level settings, i.e., quality of exposure tolerance level set  178  and time of exposure tolerance level set  180 , allow specific levels to be set by, e.g., selecting a number of stars. Finally, the user can select the desired media association flags  182 , e.g., traditional. As one of ordinary skill in the art will readily recognize, the filter settings provided in the disclosed embodiment are merely illustrative of a much broader range of possible filter settings. Other types of filter settings could be based on time of day or behavior type, for example. 
       FIG. 11  is a partial screen shot of results/planner block  46  showing the plan totals portion  144  in greater detail for the BEHAVIOR &amp; MEDIA view. Results/planner block  46  includes a number of sub-blocks used to provide various details about the current search and the campaign selected from that search. The user does not interact with plans total portion  144 , instead the various information provided is updated automatically as the user makes or changes selections for the current campaign. In the presently preferred embodiment, results/planner block  46 , in the BEHAVIOR &amp; MEDIA view, includes the following separate sub-blocks: number of behaviors hit block  200 ; average behavior frequencies per week block  202 ; median behavior frequencies per week block  204 ; average media exposure frequencies per week block  206 ; median media exposure frequency per week block  208 ; media category block  210 ; media type block  212 ; media format block  214 ; average quality of exposure block  216 ; average time of exposure block  218 ; vendors block  220 ; w/plants block  222 ; and units block  224 . In the LIFELINE view, the plan totals portion  144  displays only the number of behaviors hit block  200  average behavior frequencies per week block  202  and median behavior frequencies per week block  204  (see  FIG. 9A ). 
     The number of behaviors hit block  200  provides the count for the number of selected behaviors and the total available behaviors in the current campaign and search. The average behavior frequencies per week block  202  provides the sum of the selected average weekly behavior frequencies. The median behavior frequencies per week block  204  provides the sum of the median weekly frequency behaviors. The average media exposure frequencies per week block  206  is calculated as the sum of, for each selected behavior, the product of the average frequency per week and the number of returned media types. The median media exposure frequency per week block  208  is calculated as the sum of, for each selected behavior, the product of the median frequency per week and the number of returned media types. The media category block  210  provides the count for the number of selected media categories and the total available media categories in the current search and campaign. The media type block  212  provides the count for the number of selected media types and the total available media types in the current search and campaign. The media format block  214  provides the count for the number of selected media formats and the total available media formats in the current search and campaign. The average quality of exposure block  216  provides an indication of the average of the quality of exposure ratings for all of the current user-selections. The average time of exposure block  218  provides an indication of the average of the time of exposure ratings for all of the current user-selections. The vendors block  220  provides the count for the selected and total number of vendors in the current campaign and search. The w/plants block  222  provides the number of selected vendors having disclosed assets to the system, and the total number of vendors having disclosed assets to the system in this set of search results. The units block  224  provides the count for the selected and total number of units in the current campaign and search. 
     The foregoing description provides an overview of the various parts of the present invention. In operation, a user at a client computer  34  accesses the system  12  by way of GUI  32  provided in web browser  36  through a network  14  such as the Internet. The user first logs on to the system in a conventional manner by selecting sign-in link  56  in GUI  32 . Once the user is authorized, a new campaign can be instituted or a saved campaign can be recalled from memory, using the appropriate link in campaign block  42 , as discussed above with respect to  FIG. 4 . Next, the user may select (if a new campaign) or modify (if a recalled campaign) the search fields in search block  44 , as discussed above with respect to  FIG. 5 . Once the search criteria is set in the search fields of search block  44 , the user may then elect to run the search by selecting the SUBMIT button in search block  44 . This causes the search criteria to be forwarded to the application  18  of system  12 , which runs the search of database  20  and provides the results thereof to the user via GUI  32 , displayed in window  142  according to the user settings discussed above with respect to  FIG. 7 . 
     Once the search results have been returned to the user, the user can complete the media plan by reviewing the available options within window  142  at the client end, making selections of a subset of the available media formats for the identified behaviors, and then saving the results as a finalized media plan. In the presently preferred embodiment of this present invention, the media formats constitute the particular types of advertising available, and the media plan constitutes the set of types of advertising elected for a current advertising campaign. However, the invention has broad application beyond advertising and should not be limited thereto by the description of the presently preferred embodiment provided herein. 
       FIG. 12  is a partial screen shot of the results/planner block  46  showing an enlarged sub-portion  226  of window  142  which is useful in understanding how the user selects the various units for the current campaign, which, when finalized, becomes the media plan. As shown in  FIG. 12 , the search results are organized in hierarchical form with the top level corresponding to behavior type, shown as behavior types  228 ,  230  and  232 . Each behavior type  228 ,  230  and  232  can be toggled between opened and closed states, as discussed with respect to  FIG. 13  below. In  FIG. 12 , behavior types  228  and  230  are closed and the lower levels of each behavior type are hidden, while behavior type  232 , TRAVEL, is open and the lower levels are shown. In particular, the next lower hierarchical level are the actual behaviors, shown in  FIG. 12  as behavior  234  (BUS). There are three types of behaviors displayed, normal behaviors, away from home behaviors, and micro-behaviors, and these are displayed differently depending on the view selected, as discussed in more detail below with respect to  FIGS. 14A to 14C . For each behavior, e.g., behavior  234  in  FIG. 12 , there will be a group of nested information describing the available media formats. For the behavior  234  in  FIG. 12 , the next sub-level will be media summary stats—all levels  236  (discussed with respect to  FIG. 15 ), then media summary stats—category level  238  (discussed with respect to  FIG. 16 ), then media summary status—type level  240  (discussed with respect to  FIG. 17 ), and then media format(s)  242 ,  244 ,  246  (discussed with respect to  FIG. 18 ), and finally, for each media format, vendor(s)  248 ,  250  (discussed with respect to  FIG. 19 ) and an associated unit/asset  252  (discussed with respect to  FIG. 20 ). As evident from  FIG. 12  and as discussed below, each of the levels, except for the asset level (which corresponds to the actual advertisement, for example), can be toggled open or closed to enable the respective sub-levels for that level to be either viewed or hidden, respectively. 
     In  FIG. 13 , behavior type level  228  is shown in detail, including toggle  254  (used to open or close the sub-levels to allow such levels to be viewed or hidden, as discussed above), label  256  (e.g., TRAVEL), a button  258  used, when the level is open, so select one of a daily view or a weekly view, and selection buttons  260  used, in the daily view, to select one or more days of the week. Normal and away from home behaviors are set by default to the daily view, while the micro-behavior is set by default to weekly view. 
     Each behavior level, e.g., behavior level  228  has a corresponding series of behaviors which are seen when the behavior level is toggled open, see, e.g., behavior level  234  in  FIG. 12 .  FIG. 14A  shows an example behavior level  260  (in daily mode) which includes major hashmarks  262  preferably provided to form three hour blocks, minor hashmarks  264  preferably forming one hour blocks when combined with the major hashmarks  266 , visual indicators  266  for the current behavior showing the percentage of the demographic attributed to a particular block. Visual indicators  266  are provided in one hour blocks in this view and may be selected by the user. Behavior level  260  also includes a selection checkbox  268  used to select the particular behavior, a behavior toggle  270  used to open the sublevels for this behavior, a label  272  (“BAR/LOUNGE”) for the behavior, a read-only average duration section  274  which is only shown for certain types of behaviors, a read-only media format hit by behavior section  276  which shows the number of media types selected and the number available for this type of behavior, a section  278  that provides an indication of overlap of the selections with other behaviors, a time range view toggle  280  that is used to switch between the daily and weekly views, and a day of week/day picker section  282  that is read-only and provides an indication of the days available for the particular behavior.  FIG. 14B  is an alternative behavior  261  for a micro-behavior type behavior in which the time display is shown in a different manner. In particular, although the major hash marks  262  and minor hash marks  264  are presented in the same manner as in  FIG. 14A , the timeblocks  266  are not limited to one-hour durations for micro-behaviors.  FIG. 14C  shows behavior  260  in the weekly view, which provides overview information about the behavior, including average frequency per week  284 , median frequency per week  286  and percentage frequency per week  288 . 
       FIG. 15  shows the media summary stats—all levels sub-component  236  of  FIG. 12  in more detail. In particular, sub-component  236  includes a media category count field  290  which provides the number of the selected and total media categories for this behavior in the current campaign, a media type count field  292  which provides the number of selected and total media types for this behavior in the current campaign, a media format count field  294  which provides the number of selected and total media types for this behavior in the current campaign, an other hit behaviors column label  296 , a quality of exposure column label  302 , a time of exposure column label  296 , a vendor count field  304  which provides the number of selected and total vendors, a w/plants count field  300  which is a count of the number of vendors having disclosed assets to the system and a units/assets count field  306  which provides the number of selected and total assets. The column labels  296 ,  302  and  298  are headers for the sublevels below, as seen in  FIG. 12 . 
       FIG. 16  shows the media summary stats—category sub-component  238  of  FIG. 12  in more detail. This sub-component provides information about a particular category, e.g., TRANSIT MEDIA as shown in  FIG. 16 . Sub-component  238  includes a media category name field  308  (here “TRANSIT MEDIA”) and a number of fields which are duplicative from sub-component  236  but which are limited to information about only this particular category, including media type count field  292 , media format count field  294 , vendor count field  304 , w/plants field  300  and units/assets count field  306 . 
       FIG. 17  shows the media summary stats—type sub-component  240  of  FIG. 12  in more detail. This sub-component provides information about a particular type within a category, e.g., TRAINS, SUBWAY, TROLLEY as shown in  FIG. 16 . Sub-component  240  includes a media type name field  312  (here “TRAINS, SUBWAY, TROLLEY”) and fields which are duplicative from sub-component  236  but which are limited to information about only this particular type and category, including media format count field  294 , vendor count field  304 , w/plants field  300  and units/assets count field  306 . 
       FIG. 18  shows the media format sub-component  242  of  FIG. 12  in more detail. This sub-component provides information about a particular media format, e.g., “BRANDED CAR (FULL)” as shown in  FIG. 16 . Sub-component  242  includes a media format toggle button  318  which is used to open or close the next lower sub-levels, a media format name field  312  (here “BRANDED CAR (FULL)”), media format flags field  320  which describe the type of format (e.g., traditional or alternative, digital or non-digital) and a select checkbox  314  used by the user to select this particular media format. Sub-component  242  also includes three fields used to provide overview information about this particular media format, including quality of exposure field  322 , time of exposure field  324  and other behaviors hit count field  316 . Finally, sub-component  242  also includes three fields which are duplicative from sub-component  236  but which are limited to information about only this particular format, type and category, including media format count field  294 , vendor count field  304 , w/plants field  300  and units/assets count field  306 . 
       FIG. 19  shows the vendor sub-component  250  of  FIG. 12  in more detail. Sub-component  250  is used to provide information about the particular vendor of assets in this format, type and category. As shown in  FIG. 19 , sub-component  250  includes a vendor name field  326 , a toggle button  332  used to open and close the next lower level, a vendor information button  334  used to access a pop-up window with more detailed vendor information, a select checkbox  324  used by the user to select this vendor as part of the current campaign, a vendor contact field  330  which includes detailed contact information for the vendor (e.g., as shown, name, email address and phone number), and also includes the vendor/assets count field  306  discussed above. 
       FIG. 20  shows the unit/asset sub-component  252  of  FIG. 12  in more detail. As discussed above, in this presently preferred embodiment, an asset is the actual advertising to be purchased. Sub-component  252  includes an asset name field  336 , here “NYC MTA—34 TH  ST/PENN STATION”, an asset information button  342  used to access a pop-up window with more detailed asset information, a select checkbox  338  used by the user to add this particular asset to the current campaign and an asset information field which provides a short description of this particular asset (e.g., “34 TH  STREET @ PENN STATION (SW ENTRANCE)—PRINTED—LARGE FORMAT—EXTERIOR”). 
     The present invention provides the user with a visual display of the status of the selections for the current campaign, using the LIFELINE view shown in  FIGS. 9A and 9B . In the daily LIFELINE view window  142 ,  FIG. 9A , the top-level component  344 , shown in detail in  FIG. 21 , provides sorting controls including a sort by behavior type select menu  346 , a sort by options selection menu  348 , a sort by selection menu  350 , a time range view toggle  352  and a day picker  354 . The sort by behavior type menu  346  allows the user to select all behavior types or from among the different types of behavior types available. The sort by options selection menu  348  allows sorting of the behaviors by weight, time of day or type. The sort by selection menu  350  allows a choice of three options: (1) show only the selected behaviors; (2) show selected and unselected behaviors; and (3) show only the unselected behaviors. The time range view toggle  352  allows the user to switch between the daily LIFELINE view ( FIG. 9A ) and the weekly LIFELINE view ( FIG. 9B ), while the day picker  354  allows the user to select one or more days of the week in the DAILY VIEW for display. Finally, the top-level component  344  includes major hash marks  356  representing three hour increments and minor hash marks  358  represent one hour increments (from 6:00 AM to midnight, 24:00) used as a header for the information displayed in the various behavior sub-components which will be directly below, e.g., behavior sub-components  360 ,  368 ,  390 ,  400  and  402  for the example campaign shown in  FIG. 9A . 
       FIG. 22  shows a detailed view of behavior sub-component  360  of  FIG. 9A  which is used for behaviors that are based on hourly selections, e.g., normal and away from home behaviors. Behavior sub-component  360  includes a label  366  which describes the type of behavior for this particular sub-component and major hashmarks  358  and minor hashmarks  360 , which align with the corresponding hashmarks in top-level component  344  as can be seen in  FIG. 9A . Behavior sub-component  360  also includes time blocks  362 ,  363  and a selection checkbox  364 . The time blocks  362 ,  363  constitute one-hour blocks and are positioned at the point in time when the behavior is available, and include a visual indication of the percentage of the selected demographic that is engaged in the behavior for the particular block. The user can select one or more of the blocks displayed for the current campaign (preferably, the shaded color of the block changes from a first color when the block is not selected to a second color when the block is selected). Alternatively, the user can select selection checkbox  364  to select all of the blocks for the current campaign. 
       FIG. 23  shows a detailed view of behavior sub-component  368  of  FIG. 9A  which is used for behaviors that are not based on hourly selections, e.g., micro-behaviors. Like behavior sub-component  360 , behavior sub-component  368  also includes a selection checkbox  364 , a label  366 , major hashmarks  358  and minor hashmarks  360 . Behavior sub-component  360  also includes time blocks  365 ,  367 ,  369 ,  371  and  373 . Here, however, the length of the various time blocks is variable and not limited to one hour blocks. Thus, as shown in  FIG. 23 , time blocks  365 ,  367  and  371  last for three hours, time block  373  lasts for four hours and time block  369  lasts for five hours. As above, the user can select one or more of the blocks displayed for the current campaign (preferably, the shaded color of the block changes from a first color when the block is not selected to a second color when the block is selected) or can use selection checkbox  364  to select all of the blocks in the behavior sub-component. 
     The weekly LIFELINE view window  142 ,  FIG. 9B , includes top-level component  372  and behavior sub-components  382 ,  404 ,  406 ,  408  and  410 . Top-level component  372  is shown in detail in  FIG. 24  and includes the same sorting controls for the behavior sub-components discussed above with respect to top-level component  344  of the daily LIFELINE view, including a sort by behavior type select menu  374 , a sort by options selection menu  376 , a sort by selection menu  378  and a time range view toggle  380 . These controls each perform the same function as the controls described above with respect to top-level component  344 . 
     Behavior sub-component  382  of  FIG. 9B  is representative of all of the behavior sub-components in the weekly view, and, as shown in  FIG. 25  includes a selection checkbox  364 , a label  366  and fields, for the associated behavior, describing the average frequency per week (field  384 ), the median frequency per week (field  386 ) and the percentage frequency per week (field  388 ). In this view, the user can select all time boxes for the behavior for the week by selecting checkbox  364 . 
     Now that the preferred embodiments of the present invention have been shown and described in detail, various modifications and improvements thereon will become readily apparent to those skilled in the art. Accordingly, the spirit and scope of the present invention is to be construed broadly and limited only by the appended claims, and not by the foregoing specification.