Patent Publication Number: US-2010125496-A1

Title: System and method for automated generation of advertising

Description:
This application claims the benefit of U.S. Provisional Patent Application Ser. No. 61/116,123 and U.S. Provisional Patent Application Ser. No. 61/116,117, both filed on Nov. 19, 2008, the contents of which are incorporated by reference herein. 
    
    
     BACKGROUND OF THE INVENTION 
     1. Field of the Invention 
     The present disclosure relates to a system and method for generating print advertisements, online advertisements, brochures, pamphlets, websites, flyers, videos, etc. (“Marketing Materials”). More particularly, the present disclosure relates to a system and method for generating Marketing Materials automatically after inputting identifying information about a business. Among other uses, the system may be used to automate design aspects of Marketing Materials. 
     2. Description of Related Art 
     As the Internet continues to develop, business are seeking opportunities to use on-line tools to easily develop Marketing Materials. Many websites make available awards, promotions, photos, logos, contact information, industry information, hours of operation, keywords, price ranges, credit cards accepted, business description, and other details relating to a business (“Business Content”). Business Content may also include stock photography, audio, and visual materials determined to be relevant to a business. Further, Business Content may also include editorial content, including professional reviews of a business, user-generated reviews, aggregate ratings, business rankings, etc. (“Reviews”). Such Business Content can take the form of text, images, audio, or video. 
     While many websites make available such Business Content, there does not exist a website or a system made available by a website across a computer network that would enable a user to easily and efficiently generate Marketing Materials for a business using the Business Content. And in particular, a website that would permit users to generate Marketing Materials using selected Business Content that is determined to portray the business most favorably (“Selected Marketable Content”), for example the best or most positive Reviews of a business. 
     Accordingly, there is a need for a system and a software system that searches disparate sources that contain Business Content, such as websites, databases, structured data feeds, and stock photography repositories, which may be internal or maintained by third parties (“Content Sources”). Such Business Content is then filtered or manipulated using predefined filtering criteria to quantitatively and qualitatively identify Selected Marketable Content for the purpose of helping a user generate Marketing Materials for a business. A user can be a person such as a sales representative, designer, or business owner, for example. 
     SUMMARY OF THE DISCLOSURE 
     The present disclosure provides a software system and method for automatically generating Marketing Materials for a business by receiving identifying information about the business from a user. The software system automatically searches a plurality of Content Sources for Business Content related to the business, and filters said Business Content based on pre-defined criteria to generate Marketing Materials. 
     The present disclosure further provides for a method that uses identifying information from the user to generate a standardized name and location of the business to compile a list of Content Sources that may have Business Content related to the business. 
     The present disclosure also provides for a method that searches the list of Content Sources for Business Content using identifying information to retrieve Business Content related to the business. The Business Content is then filtered using pre-defined criteria to identify Selected Marketable Content for use in Marketing Materials. 
     These and other objects and advantages of the present invention are provided by a method that includes searching a computer network using a descriptor for a topic, for Content Sources that may have Business Content concerning the topic. The method further includes determining whether the Content Source includes Business Content of the topic; and preparing a report using the Business Content if the Content Source includes Business Content. 
     A system including a processor that performs a method that includes: a) searching a computer network using a descriptor for a topic, for Content Sources that may have Business Content concerning said topic; b) determining whether said Content Sources include Business Content of said topic; and c) preparing a report using said Business Content if said Content Source includes said Business Content. 
     A computer readable storage medium having stored therein instructions for generating Marketing Materials including searching a computer network using a descriptor for a topic, for Content Sources that may have Business Content concerning the topic; determining whether the Content Sources includes Business Content of the topic; and preparing a report using the Business Content if the Content Source includes Business Content. 
    
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
       The foregoing will be more apparent from the following detailed explanation of the preferred embodiments of the invention in connection with the accompanying drawings. 
         FIG. 1  illustrates a hardware and software system for carrying out the method of the present disclosure; 
         FIG. 2  is a flowchart illustrating the steps of method for generating Marketing Materials using the system of  FIG. 1 ; 
         FIG. 3  illustrates the steps of method for searching a Content Source from flow chart of  FIG. 2 ; 
         FIG. 4  illustrates an example of a screen shot that the system of  FIG. 1  generates to receive input from a user; 
         FIG. 5  illustrates an example of a screen shot that the system of  FIG. 1  presents to the user to enable the user to confirm a business identity; 
         FIG. 6  illustrates an example of an advertisement generated by the system of  FIG. 1 ; 
         FIG. 7  illustrates an example of a screen shot that allows a user to edit or delete photographs and graphic that would appear on advertisement created by system of  FIG. 1 ; 
         FIG. 8  illustrates an example of a screen shot that allows a user to edit or remove text from Reviews obtained by the system of  FIG. 1 ; and 
         FIG. 9  illustrates an example of a website that is created using method of  FIG. 2 , according to the present invention. 
     
    
    
     DETAILED DESCRIPTION OF THE INVENTION 
     Referring to the drawings and in particular to  FIG. 1 , a block diagram of the system of the present disclosure is shown and generally referenced by reference numeral  100 . System  100  includes a computer system  300 . An operator  305  is able to program computer  300 . Computer system  300  includes a user interface  310 , a processor  315 , memory  320 , and a bus  327 . Computer  300  may be implemented on a general-purpose microcomputer. Processor  315  is configured of logic circuitry that responds to and executes instructions. Memory  320  stores data and instructions for controlling the operation of processor  315 . Memory  320  may be implemented in a random access memory (RAM), a hard drive, a read only memory (ROM), or a combination thereof. One of the components of memory  320  is a program module  325 . 
     Program module  325  contains instructions for controlling processor  315  to execute the methods described herein. For example, as a result of execution of program module  325 , processor  315  is able to receive instructions/input from a user  220 , search computer network  200  (e.g. Internet) using input and retrieve a list of sources from computer network  200  that is used to generate a report such as an advertisement. The term “module” is used herein to denote a functional operation that may be embodied either as a stand-alone component or as an integrated configuration of a plurality of sub-ordinate components. Thus, program module  325  may be implemented as a single module or as a plurality of modules that operate in cooperation with one another. Moreover, although program module  325  is described herein as being installed in memory  320 , and therefore being implemented in software, it could be implemented in any hardware (e.g., electronic circuitry), firmware, software, or a combination thereof. 
     User  220  has access to system  100  via a computer network  200 , as shown, or from a server. User  220  may be a sales person at a media company, an employee at a business  201 , a business owner, or other person who may be otherwise charged with preparing Marketing Materials for business  201 , such as a graphic designer. User  220  accesses system  100  using a computer  105  having a user interface  110 . Computer  105  is coupled to and has access to system  100  via a network  200 . Computer  105  also has associated therewith local storage mediums  218 . 
     Network  200  provides access to websites  205 , internet servers  210  and various Content Sources  215 , for example. Computer  105  includes an input device such as a keyboard or speech recognition subsystem for enabling a user to communicate information and command selections through network  200  to processor  315 . User interface  110  also includes an output device such as a display or a printer. A cursor control such as a mouse, track-ball, or joy stick, allows the user to manipulate a cursor on the display for communicating additional information and command selections through network  200  to processor  315 . User interface may also be a personal digital assistant (PDA), or the like. 
     User interface  110  and computer  105  are able to access program module  325  of computer system  300  from network  200 . Operator  305  makes program module  325  available to user  220  via network  200  from, for example, a website. 
     Referring to flow chart  390 , a method  400  of the present disclosure is provided. User  220  accesses system  100  via network  200 . In step  405 , after the start, system  100  prompts user  220  to enter information related to business  201 , such as a business name and/or location, into a field on a screen. The location of business can be a segment of a business location, such as a street address, a postal code, a state/region, or any combination thereof (“Location Input”). Such information is preferably entered by user  220  via user interface  110 . 
     In step  410 , processor  315  searches various sources that contain standardized business names and locations. In step  410 , process searches using information provided by user  220  in step  405 . Step  410  results in a standardized business name and location, or if none is found, a descriptor of such business that was provided by user in step  405 . 
     In step  415 , system  100  prompts user with a screen that permits user  220  to confirm a match of business  201  with the result of step  410 . This step is an optional step. System  100  can progress from step  410  directly to step  420 . 
     In step  420 , system  100  searches network  200  and compiles a list of Content Sources using descriptor. Based on descriptor, system is able to obtain and compile a list of Content Sources that may contain Business Content related to business  201 . 
     Content Sources are preferably one or a plurality of websites identified by one or a plurality of Uniform Resource Locators (URLs), that could—but do not necessarily need to—include geographic information or industry specific information. For example, if user  220  is generating Marketing Materials for a law firm in Chicago, step  420  could provide legal-related Content Sources, Chicago-related Content Sources, and other Content Sources for subsequent searching. Alternatively, were user  220  developing Marketing Materials for a sushi restaurant in Denver, processor  315  could search computer network  200  for a list of Content Sources directed to that type of food, Denver-related Content Sources, and other Content Sources. 
     In step  430 , system  100  searches Content Sources compiled in step  420  based on descriptor for Business Content. For example, images, audio, and video can be searched based on attributes including size, quality, filename, and position on website, for example. Step  430  may also identify hypertext links that point to other Content Sources, and such Content Sources may also be searched. Referring to  FIG. 3 , a flowchart  500  is provided to illustrate a method  501  of searching a Content Source  211 , specifically, a structured website or directory. Source  211  has a particular standardized structure for listings contained therein. 
     In step  430 , searches are preferably conducted in parallel to search all Content Sources compiled in step  420  for Business Content. 
     In step  510 , processor  315  uses search functionality on Content Source  211  to search using business name and/or Location Input. 
     In step  511 , Content Source  211  returns a list of results. 
     In step  512 , system examines results for match. 
     In step  513 , system locates webpage  214  relating to business provided in step  510 . 
     In step  514 , system  100  retrieves hypertext markup language (HTML) from webpage  214 . HTML is analyzed and parsed into a Document Object 
     Model (DOM) so that specific elements can be retrieved more easily. In step  514 , webpage  214  is organized based on a specific template. When system  100  searches Content Source  211  for a business  201 , specific rules are used to obtain information from the standardized structure of Content Source  211 , for example. Based on specific rules structured for  211 , processor  315  is able to return accurate and specific results related to business  201  based on inputted information from step  510 . 
     For example, Content Source  211  may store business hours within a DOM node with an ID “Operating Hours.” For Content Source  211 , processor  315  is instructed to search the DOM and retrieve the hours from that particular node. Each Content Source  211 ,  212  and  213  has its own particular structure, processor is instructed to search each Content Source  211 ,  212  and  213  with a specific set of instructions to navigate through the DOM. 
     Search of Content Source  211  might include a search to locate text that would indicate a promotion, such as “$5 off” or “20% off.” 
     In step  516 , process extracts specific Business Content from DOM. 
     Step  505  is an optional step. In step  505 , regular expressions are used to extract refined data. 
     In step  517 , process stores elements extracted from DOM into database. 
     Referring again to  FIG. 2 , step  430  is a loop and repeats throughout method  400  to continuously identify and search for Content Sources. In step  440 , system  100  generates a set of results that includes Business Content related to business  201 . The results are supplemented by searching Content Sources, such as repositories of stock photography, that are identified as relevant to the business using the industry information of the business, as determined in step  430 . 
     In step  450 , results of step  440  are filtered or manipulated based on predefined criteria to refine results of step  440 . Predefined criteria are created by operator  305 . Operator  305  has programmed processor  315  to execute instructions to generate a result based on predefined criteria. Step  450  is a filter that uses quantitative and qualitative analysis to discard negative Business Content and identify Selected Marketable Content from the set of results of step  440 . 
     Accordingly, Reviews are filtered quantitatively and qualitatively. Processor  315  can filter Reviews qualitatively by searching for particular keywords, phrases, or sentiments—both positive and negative—within the content of the Review. For example, step  450  may search for positive words or phrases such as “best,” “excellent,” or “best of my life” and/or negative words or phrases such as “rodent,” “worst,” or “bland.” Processor  315  may also use other semantic techniques to analyze the content of the Reviews and identify Selected Marketable Content for inclusion in Marketing Materials. 
     Reviews may also be searched based upon any quantitative information that may be contained therein. For example, a Review containing a five-star rating would classify the review as Selected Marketable Content for inclusion in Marketing Materials. 
     Similarly, images, audio, and visual materials can be filtered based on factors such as size, quality, position, filename, extension, and format. For example, such a filter could identify the logo of the business based its filename, size, and position on a website. 
     Optionally, step  455  searches the set of results from step  440  to verify that inputs of step  405  are associated with results of step  440 . Step  455  is executed based upon an algorithm such as the Levenshtein distance that would define an acceptable proximity of the results to the user inputs of step  405 . 
     In step  460 , user has the opportunity to edit, remove, order, and supplement the Selected Marketable Content from step  450 . This is an optional step. 
     In step  470 , system  100  creates Marketing Materials from Selected Marketable Content and process ends. The Selected Marketable Content is arranged according to predetermined templates designed for each form of Marketing Material. Depending on the format, Marketing Materials may be static or animated. Depending on the format, Selected Marketable Content may be displayed in order of its determined marketability, and/or prioritized based upon the Content Source from which it is obtained, or the frequency with which it is found in disparate Content Sources. Marketability is defined as suitability for use in Marketing Materials. Within a single format, for example, online advertisements, the Marketing Materials created may take different sizes and types. The contents, design, format, shape, size, Selected Marketable Content within, and other attributes of the Marketing Materials can be edited by user  220 . 
     Referring to  FIG. 4 , an example of a screen  600  is provided. System  100  presents user  220  with a screen  600  provided with fields  605  and  610  to receive inputs and button  615  to submit the inputs. In field  605  user inputs business name and in field  610  user inputs business Location Input. User would then start search by moving cursor over button  615  using mouse and pressing button  615 , for example.  FIG. 4  corresponds to step  405 . 
     Referring to  FIG. 5 , system  100  presents user with screen  700  having a map  705  based on the inputs received in fields  605  and  610 . User  220  is prompted to confirm the business based upon the results presented.  FIG. 5  corresponds to step  415 . 
     In  FIG. 6 , as an example of Marketing Material, an advertisement  810  is presented to user  220  in screen  800 . Advertisement  810  may include logo  815 , address  820 , a symbolic rating  825 , and various  FIGS. 830 . While  FIG. 6  illustrates an advertisement, it will be understood that system  100  could also create other forms of Marketing Materials. Furthermore, advertisement  810  could also contain a hypertext link  835  to other Business Content that offers further information about the business to a potential patron. 
       FIG. 7  shows a screen  900  having graphics that are presented to user  220  for editing or deleting. 
     Similarly, in  FIG. 8 , textual content of screen  950  of a user-generated review is presented to user  220  for editing or deletion. While a user-generated review is shown in  FIG. 8 , the review could be any type of Review. 
       FIG. 9  illustrates a website  1000  that is generated using system  100 . Website  1000  contains Business Content that a potential patron would be interested in. This example of Marketing Material is generated by system  100  and presented in a form such as that shown in  FIG. 9 . 
     While method  400  is used to generate advertisement  810  and website  1000 , other Marketing Materials in general could also be created using the method of the present disclosure. Additionally, method  400  and system  100  have broad applicability to the auto-generation of print and other offline advertisements, websites, and all other forms of Marketing Materials. Further, a restaurant was used in advertisement  810 . However, a variety of different topics are appropriate for the generation of Marketing Materials, such as a business, an organization, a product, a creative work, a service, a person, and an event. 
     The present invention has been described with particular reference to the preferred embodiments. It should be understood that the foregoing descriptions and examples are only illustrative of the present invention. Various alternatives and modifications thereof can be devised by those skilled in the art without departing from the spirit and scope of the present invention. Accordingly, the present invention is intended to embrace all such alternatives, modifications, and variations that fall within the scope of the appended claims.