AU2006100958A4 - Dynamic Advertising Method - Google Patents

Description

P/00/011 28/5/91 Regulation 3.2

AUSTRALIA

Patents Act 1990

ORIGINAL

COMPLETE SPECIFICATION INNOVATION PATENT Name of Applicant: Actual Inventor Address for service is: Graham Capstick Graham Capstick WRAY ASSOCIATES Level 4, The Quadrant 1 William Street Perth, WA 6000 Attorney code: WR Invention Title: Dynamic Advertising Method The following statement is a full description of this invention, including the best method of performing it known to me:-

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N "Dynamic Advertising Method and System" Z Field of the Invention The invention relates to a dynamic advertising method and system implemented 00via a computer and the Internet to provide a compact and multiple feature

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C 5 marketing module to promote business, product or activity.

IND Background Art The following discussion of the background to the invention is intended to facilitate an understanding of the present invention. However, it should be appreciated that the discussion is not an acknowledgement or admission that any of the material referred to was published, known or part of the common general knowledge of a skilled person in any jurisdiction as at the priority date of the application.

The Intemet is a network infrastructure connecting many computers across the globe using a number of protocols. The World Wide Web (WWW) (hereinafter referred to as "the Web") is a way of sharing information using the Intemet.

Within the web network, there are two types of computers, those that browse information known as client systems and those that manage and manipulate requested information, known as server systems. The means by which these computers communicate are via protocols or communication languages consisting of Hyper Text Transfer Protocol (HTTP) and File Transfer Protocol (FTP). Each computer within the web network is given a unique address by which it can be identified and referred to, as a Uniform Resource Locator (URL).

Within the web network are collections of electronic pages known as web pages that are grouped together to form websites. These websites contain information specific to a company, business, product or item of interest that a client system can view by requesting the specific URL of that web page or website. Once received by the client system these pages or sites are viewed by using specific application software known as Internet browser software which utilise a computer -3-

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O language known as Hyper Text Mark-Up Language (HTML) to compile the information in the correct order when sent from the Server system. Variations of z this language include Dynamic Hyper Text Mark-Up Language (DHTML) and Extended Hyper Text Mark-Up Language (XML) which allow for a more interactive experience between webpage and reader moving graphics, 0 sounds and online forms). The Internet and the World Wide Web, and their operation as described above, are known to persons skilled in the art and need not be described in any further detail herein, except as is relevant to the present D invention.

The web has increased in popularity at a vast rate over the last ten years with more and more of the global population realising its potential of distributing, sharing and acquiring information by the use of websites and web pages. The business sector has also embraced the internet with great enthusiasm due to its ability to promote business over both the local and global stage. The act of participating in business within the Internet is known as e-commerce and more and more web sites representing business entities are evolving.

A common method of locating web pages relating to a specific business is by employing search engines that are available free of charge over the Intemrnet.

These search engines are web based applications that allow users to input search criteria which is then correlated against specific URL's and web page descriptions to locate the relevant websites. These are then listed for the user to choose and view at their convenience. The use and operation of search engines is known and need not be described any further herein except as is relevant to the present invention.

The use of search engines is an efficient and convenient method of searching the web, especially with the number of web pages on any given topic being anywhere from one to over a few thousand.

-4- 0 It is regarding this vast number of web pages returned in a set search results that can however, make search engines seem inaccurate and overwhelming 0 z especially when the user is requesting information pertaining to local vendors within firstly a city and secondly a specific region of that city. Such issues are addressed by search engines by the implementation of filter mechanisms that are utilised to further mine the searched data to improve the accuracy of the result. This feature enables a more experienced computer user to take advantage of them whereas novice users are left dissatisfied and even frustrated as a simple task of looking up a business of interest may turn into a time consuming and complicated task. This can and will in most instances result in the user giving up and returning to more familiar methods offered by hard copy resources local business directories).

Most users of the web want their experience to be enjoyable and simplistic without the inconvenience of misdirected or tedious inputs to get them to their desired URL's. The intemet is depicted as a technological advancement in the dispersion of information with speed and accessibility being at the forefront of its numerous attributes. It should also provide accessibility without technical intimidation across the demography of users, which comprises all age groups from the young to the more senior members of our community.

One distinctive frustration evident with website usage is the ever increasing number of advertised web links located on a single site that takes a user from the current website and links them to a completely new site that can often bear no topical similarity to the previous parent site whatsoever. The deceptive pretence behind the link usually is to capture web users and direct them to a 'pay per click' website or pop-up advertisement. The result of such links diminishes the trust of a website's users and can even reflect on the credibility of the information provided on such sites.

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SDisclosure of the Invention 0 z In accordance with the invention, there is an advertising system comprising a web site, located on a web site server, for displaying a plurality of advertising modules to a user of the advertising system via a user client system, the 5 advertising modules being displayed on one or more web pages in a categorical (0 manner to the user via the user client system, and including interactive regions selectable by the user, using the user client system, to launch additional functional features, each advertising module being stored on a relational database management server and including dynamic content, the dynamic content being accessible and editable by a sponsor using a sponsor client system.

Preferably, each advertising module is uniquely identifiable by means of a unique identifier to define hierarchical storage of the advertising module on the relational database server, and to facilitate access to the dynamic content for editing.

Preferably, the additional functional features include linking to other web sites, onward referral facilities, and email facilities.

In accordance with another aspect of the present invention, there is provided a dynamic advertising method, the method including the steps of: displaying a plurality of advertising modules to a user of the advertising system via a user client system, the advertising modules being displayed on one or more web pages in a categorical manner to the user via the user client system, and including interactive regions; selectable by the user, using the user client system, to launch additional functional features, whereby each advertising module includes dynamic content; storing the advertising modules on a relational database management server; and -6- O accessing and editing the dynamic content of an advertising module being stored on the relational database management server by a sponsor using 0 z a sponsor client system.

In accordance with a third aspect of the present invention, there is provided a 5 server for hosting an advertising website displaying a plurality of advertising 00 modules to a user via a user client system, the advertising modules being displayed on one or more web pages in a categorical manner to the user via the user client system, and including interactive regions selectable by the user, using the user client system, to launch additional functional features, each advertising module being stored on a relational database management server and including dynamic content, the dynamic content being accessible and editable by a sponsor using a sponsor client system.

Brief Description of the Drawings The invention will now be described, by way of example only, with reference to the accompanying drawings, of which: Figure 1 is a schematic illustration of a host webpage displaying a number of modules of the present invention; Figure 2 is a schematic illustration of the components of a network for implementing the present invention; Figures 3A to 3C schematically illustrate the layout of a module of the present invention as displayed in a web browser; Figure 4 schematically illustrates the way in which data for a module of the present invention is stored with the relational database management system; Figures 5A to 5D schematically illustrate the format of the module identification module of the present invention; -7- Figure 6 schematically outlines the stages that a user will follow for selection and use of the invention when accessed via a website; 0 SFigure 7 is a block diagram schematically illustrating the functional aspects of the invention; 00oO I 5 Figure 8A is a flow diagram of the "Quick Quote" procedure used in the invention; Figure 8B schematically illustrates the user input data required for the "Quick Quote" procedure of Figure 8A; Figure 9 is a flow diagram of 'Tell a Friend' feature of the invention; Figure 10 is a flow diagram illustrating the content management of the invention; Figure 11 is a block diagram illustrating the link paths of a module of the invention; and Figure 12 illustrates variants of the module of the present invention.

Figure 13 illustrates a variant of the module with embedded data selection search tools.

Figure 14 illustrates a variant of the module with built in multi-media functionality.

Figure 15 is a schematic illustration of a host webpage displaying the 'Stand Alone' of an individual module as a result of the 'Tell a Friend' feature of the present invention.

Best Mode(s) for Carrying Out the Invention Throughout the specification, unless the context requires otherwise, the word "comprise" or variations such as "comprises" or "comprising", will be understood to imply the inclusion of a stated integer or group of integers but not the exclusion of any other integer or group of integers.

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Briefly, the present invention provides a simplistic means for users of the web to locate and contact a business, view information pertaining to that business as z well as compare similar businesses within a centralised demographic region over t' the web.

5 Businesses utilise the invention which is a compact web-based module oo S(hereinafter referred to as a 'module') that displays within another host web page S4 and that provides a way by which a business can represent itself within a specified subject directory-type host website 106 that targets their main business practice. In this way, the module 1 acts as an advertisement. Any host web page 4 can display more than one module 1 as it wishes. The business that acquires or uses a module to promote itself is known as a sponsor of that module 1. The acquired module 1 can be customised in terms of colour scheme and graphics by the sponsor. The website 106 and/or individual web pages 4 can display a variety of module variants that offer similar products and services.

The module 1 is displayed as a graphic window within the web page 4, the window including graphics and text and certain interactive features that will be described in more detail below, and which constitute an advertising feature. The module 1 is created using individual cells to create a table layout which is linked to a Relational Data Base Management System (RDBMS) 101 to allow dynamic data characteristics for each individual cell. This is achieved by first creating a database link to the server where the RDBMS 101 resides by implementation of an Open Database Connectivity (ODBC) administrator which is linked to the webpage 4 containing the module(s) 1 by a Data Source Name (DNS). The actual database information is displayed within each module by creating the module as a dynamic table. Hereinafter each cell within the module is assigned a recordset which is the result of a Structured Query Language (SQL) query. With reference to Figure 3C the module 1 is made up of cells (al) to (a9) these cells contain data that is the result of an SQL query. All of the cells within any given module are referenced within the database by the given MIN which acts as the database primary and secondary keys. These keys are what links or establishes relationships between data and tables within the RDBMS 11. This -9-

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allows similar data cells to reside within the same table; for example cells of each module labelled (a7) will reside within the same table and cells of (al) will reside z within another table containing all data for (al) of each module. This provides for t' easier management of the RDBMS 101 by creating a more simple and efficient means of data retrieval.

00oo n Figure 4 details how a module is stored within the RDBMS 101 and outlines the Slayout of the tables and cells that modules 1 are created from. Table 1 stores the MIN and the associated Sponsors Identification Number (SIN). This Table 1 Sprovides a cross reference and sets up the relationship between MIN and SIN allowing both primary and secondary keys to be defined. From here Tables 2 through to 6 index the SIN with the relevant module regions (al) to (a9) depicted by Figure 3C which then can be retrieved via an SQL query string to create and display the module 1 within the host webpage 4.

Figures 2 and 7 schematically illustrates the features of the network used to implement the invention. Typically, the host website 106 comprising one or more web pages resides on a web server 102. Users can access this website 106 in the usual way using a user's client system 103 such as a personal computer or other suitable device carrying web browser 105 capabilities, as is known in the art.

The web server 102 holds the application server 100 where the RDBMS 101 resides. One or more modules 1 reside on the RDBMS 101 which is accessed via the application server 100 and ODBC connection. The application server 100 is accessed by the website 106 via SQL statements. As stated earlier the modules are displayed on the required webpage by collective SQL statements that are grouped within the various cells of a dynamic table that represents a module all of which are linked by the MIN SIN relationship.

The application server 100, the host website 106, and the RDBMS 101 can be accessed via the web by a sponsor to manage the content of their sponsored module 1. The sponsor uses a sponsor's client system 104, such as a computer or other suitable device, equipped with a browser 107 to access the application

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server 100 to change and customise their module 1 as required. Access to the Nweb server 102 and application server 100 is managed by the use of a Content z Management System (CMS). The SIN serves as a reference for the sponsor to Saccess their relevant module within the CMS. The difference here is that although the SIN is related to the MIN in Table 1 it must first be authenticated via 00a security script that requires Username and Password input that limits sponsor Saccess to only their module. This security script will not be described any further Sas it is a common behaviour utilised in the administration of a CMS that any Sperson learned in the art will understand. Once authentication is received, the sponsor is then given editing privileges to the relevant regions referenced by the MIN SIN relationship.

The username and password is specific to a given single sponsor and associated module(s) leased. They will only allow access to the nominated module(s) 1 as defined by the sponsors MIN 3. It is not possible for a sponsor to enter their password and the MIN 3 of another sponsors module(s) 1 and access and change data for that module. The sponsor will lease the invention from owner of the host website 106 in return for the display and all associated functionalities of the module 1. A sponsor acquiring more than one module for their use would manage all associated modules via the CMS and utilise the one username and password.

The format and appearance of a module 1 as displayed in a web page 4 is illustrated in Figure 3A.

Each module 1 as displayed includes a number of predetermined regions 2 that include various features accessible from a user interface: such as links to the Sponsor's website, a Products page, a Promotion and Sales page as well as a Contacts page. It also provides a brief business description and promotion/sales summary see Figure 3B.

Each module 1 also includes a value adding feature known as "Quick Quote" that enables a user to request a quotation from any number of the displayed modules 1 in relation to their products or services by simply entering four lines of -11

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information once and then clicking the corresponding "Quick Quote" button displayed within each module 1. This will be described further below.

0 Each module 1 also provides for a 'Tell a Friend' feature that enables a user to notify a third party about the invention via email. This will also be described in more detail below.

00oo Each module 1 is uniquely identified by use of a specific Module Identification Number (MIN) 3 that allows for the relevant module 1 to be located regardless of 0the current web page 4 being viewed within the website 106. The RDBMS 101 1 allows for individual modules 1 to be content managed by their sponsoring business remotely via the sponsor client system 104 accessing the application server 100 referencing the nominated MIN 3. The content management system ensures that sponsoring businesses can provide up-to-date information depicting their current promotional and marketing trends. The use of relational databases and content management systems is known to persons skilled in the art, and any suitable relational database and content management system can be used.

The use of these modules provides a compact yet robust e-commerce medium for business and consumer to meet within the realm of a single web based entity that is simple to use yet provides a reliable and effective communication medium between the two parties allowing an enhanced marketing capability for business and an informed purchasing decision making tool for consumers considering the purchase of a required item.

The invention will now be described in more detail.

Each module 1 comprises eight functional areas defined as: Sponsor Graphic and Site Link 2a, Products page 2b, Specials page 2c, Contact functionality 2d, Quick Quote 2e, Tell a Friend 2f, About Us summary 2g, Promotions summary 2h, and a Location Tag 2i. This is illustrated in Figure 3B.

Each module 1 is uniquely identified relevant to its sponsor by use of the MIN 3.

The MIN 3 consists of four alphanumerical characters with the provision of -12-

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additional character lengths allowed for future database expansion. The format of the MIN 3 will be discussed further below.

0 t' Figures 3A and 3B illustrate the various levels of design that are associated with the module 1, and how they integrate to enable functionality and control of such 5 a module 1.

00 oO Figure 3A illustrates the module 1 at a user level as it will be viewed on a web page 4. Customisation of the module 1 by a sponsor allows for a real representation of who the sponsoring business is by editing the colour scheme c and adding graphics to match that of the sponsor. This allows recognition of the sponsor's business and current marketing campaign which is further re-enforced by the use of relevant summarised text to provide marketing through information.

Figure 3B illustrates the various levels of functionality and interactivity that is available. A user can choose to be directed to the sponsor's website by selecting the area (Sponsor Logo and Website Link 2a) as displayed on the web page 4, and which contains an image of sponsors logo overlayed with a hotspot behaviour containing relevant HTTP URL information (e.g.

www.mywebsite.com). The location guide 2i answers the 'we are here' question for users to locate a business nearby and more importantly allows the sponsor to target the relevant demography that they wish to market to. The top right hand side of the module 1 offers the user a selection of features that enable the acquisition of further detailed information about the sponsor and also provides different levels of communication between user and sponsor. The "Our Products" area/button (2b) accesses a separate HTML page displaying current products and services that the sponsor has on offer. The "Our Specials" area/button (2c) accesses another separate HTML page that offers information pertaining to current specials, promotions and discounts associated with the chosen sponsor.

One feature of both these pages is the replication of the same functionality buttons (Figure 3B items 2b 2f) minus the current one being utilised. This is shown in more detail with reference to Figure 11. If the 'Our Products' button 2b of module 1 is selected then the user will be linked to the module sponsors -13-

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Products HTML page 341. In the top right hand comer of this page will be a replication of the parent modules buttons 2c 2f minus the one (2b) associated z with this page. In this case it is the 'Our Products' button 2b. Altemrnatively if the Cc, user selects the 'Our Specials' button 2c of module 1 then they will be linked to the sponsors Specials HTML page 342 and in the top right hand corner of this 00oo page will again be a replication of the parent modules buttons 2b, 2d 2f minus the previously selected button 'Our Specials' 2c.

This replication is to promote continuity within the realm of the sponsor's module S1 and maintain the 'click to market' strategy to achieve the sponsors preferred outcome from current users. The 'click to market' strategy refers to the main focus of the modules interaction with a given user which is to link a current user of the module with the sponsors own business infrastructure within a nominated three click goal. This again is illustrated with reference to Figure 9 which shows that from module 1 the user can choose to view either the sponsors Products page 341, Specials page 342 or go straight to the sponsors own web page which is outside of the hosting website 106 that contains the sponsors module. All of these outcomes are reached within three clicks or less of the users mouse.

Figure 3C illustrates the RDBMS mapping regions (al) to (a9) that defines each individual module 1 within the RDBMS. It also shows the MIN 3 that acts as a primary key for the RDBMS and consists of four alphanumeric characters (Abxx) that identifies and correlates the regions (al) to (a9) to display a complete module 1 on the host web page.

The MIN 3 also serves as a category listing identification number within the host web page so that the application server 100 can correctly retrieve modules according to their category. For example this allows modules associated with kitchens to be displayed separate from modules associated with patios.

The MIN is shown in more detail in Figure 5A to 5D. Figure 5A shows the structure of the MIN such that character represents the website main category that the module will be listed within as nominated by the sponsor. The second character of the MIN 3 represents a sub-category of the main -14-

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category. The next two characters "xx" represent the hierarchical listing within the sub-category. An example of this is given in Figure 5B which shows the MIN z representing a given sponsors module (Gr23) where the refers to the host t' website (My garden), the relates to the category of the website being 'Reticulation' and the (23) is the module listing hierarchy within the reticulation oo category. In this case it will be allocated position number 23 which means that 22 v' modules will be displayed prior to it.

Figure 5c illustrates how the MIN 3 can have the option of being referenced via a Snominated nickname that allows searching for a sponsors module to be done by entering the sponsors associated name into a search tool on the hosting webpage. In this example the MIN (Gr23) has received the nickname 'Allwater Reticulation'. This nickname is referenced within the RDBMS 101 by Table 1 see Figure 5D which indexes the nickname with the sponsors MIN and sets up the required data base mapping to correlate the nickname against the relevant MIN I SIN relationship.

As mentioned above, individual modules 1 are stored within the RDBMS 101 and grouped according to a common interest new kitchens), that is defined within each MIN 3.

The MIN 3 serves two purposes.

Firstly the MIN 3 can be accessed via the sponsor's client system 104 to download the parameters of the requested module 1 via a content management system. The sponsor can then input a nominated Usemame and Password exclusive to that module 1 to ensure data privacy and protection in regards to module management and security. Once accessed the content management system offers a menu-based user interface that allows selection and editing of all functional areas. Upon completion of the content management, the sponsor exits the session and is prompted with a 'Save Changes' option. Clicking 'Yes' the changes are then uploaded to the application server 100 and the database RDBMS 101 parameters are updated in relation to that particular module 1.

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Clicking 'No' results in the session being closed with no changes uploaded to the RDBMS 101.

Secondly from the user's client system 103, a user of the hosting website 106 can select a category of interest from a home web page, from which they are directed to a topic specific web page 4 (see Figure 1) displaying oO t various modules 1 associated with such a category. The user is presented with the same module format with only the layout of each module differing, in terms of colour scheme and logos that are indicative of the module's Ssponsor. This repetitive format of each module 1 provides standardisation within the invention itself, that aids in its simplistic and user-friendly approach whilst still maintaining a high level of functionality and interactivity that users of a web based product expect. Individuality and recognition of specific modules and associated sponsors is achieved via nominated colour schemes that, whilst providing interest through visual stimuli, also ensures market positioning and brand promotion is achieved and maintained from sponsor to user.

The MIN 3 plays a crucial role in both the display and management of the module 1 as it is used to define not only the module's location within the RDBMS 101 but also acts as the RDBMS Primary Key that allows cross referencing between the module 1 as a whole and its individual editable regions. This editability of the nominated regions is what gives the invention superiority over known systems.

The modules and their topic grouped, structured display, within a web page provides the user with a logical and efficient method for the location and acquisition of specific information pertaining to a topic of interest. Consider a user wishing to find information about certain businesses within a specific location. The sequence carried out by a user is illustrated in Figure 6. The user would access the host website 106 via the user's client system 104 and log on to the host website (step 201). The user then browses to locate a generalised main category of interest (step 202). From here the user is then offered a selection of -16-

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sub-categories which are subject-specific and module-related and so it is from Nthis point on that the module 1 becomes an integral part of the host website 106.

z By selecting a sub-category (step 203), the user is now offered a selection of Smodules from various sponsors (step 204) each depicting individual marketing information. These modules are then displayed within their browser window in 00 the usual, known, way. Selection of a specific module 1 then provides the user v' with access to the various features as discussed earlier and depicted by steps S205a-205e of Figure 6. In this way the user can find out more information about Sa sponsor's product, link to their website, contact them etc. The commonality of these features across all modules is what makes the module's usage of existing technology such as hyperlinks, dynamic table content, web based RDBMS interaction and DHTML (Dynamic Hypertext Mark-Up Language) based behaviours innovative in terms of its collective grouping within a compact form that results in an overall improvement to both a web users experience and the efficiency in acquiring information pertaining to a specific business, product or activity.

With reference to Figure 7, each module 1 representing a specific sponsor can be compiled from the RDBMS 101 by mapping it to its MIN 3 and displayed on the web page 4 within its defined sub-category. From here a user can access the module's numerous features: Products 340, Specials 342, Contact 343, Quick Quote 346, Tell a Friend 344, Sales/Promotion Summary 347, and a link to the website 345. From the host webpage 4, the user is also able to select other modules 1 within specific sub-categories 5 that are defined collectively by their MIN 3.

The modules features are created using embedded programming scripts which allow users to interact with the modules. For instance the 'Our Products' region of the module would contain a dynamic script that would, when selected, instruct the browser to request and display the products page of that sponsor by referencing an RDBMS table containing a MIN and hyperlink reference. The hyperlink reference would then cause the server 102 to download the relevant -17-

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0HTML page. A similar programming methodology is employed for the 'Our Specials' and 'Contact Us' feature.

0 The "Quick Quote" function 346 varies slightly in its input requirements and utilises Browser technology that resides on the user's client system 103 to store sessional information and track a current users particulars.

oO Figure 8A details the steps required for the Quick Quote process. When a user first selects "Quick Quote", a request is sent to validate whether the 'Save 0Session' function on the client's browser 105, has current information entered N into it (step 401). If there is, then the "Quick Quote" feature is enabled (step 403).

If it isn't, then the user is requested to enter the information as indicated in Figure 6B. The information required consists of three items: the user's preferred contact name (step 411), a reply email address (step 412) and the user's suburb or locality (step 413) The three items once submitted are saved within a 'Save Session' function of the user's browser 105 (step 402), and will be retrieved every time another "Quick Quote" feature is selected on any other module 1.These three items allow the sponsor to receive the required basic information of a customer enquiry sent to a nominated email address to establish first contact with a new customer.

From here the sponsor can reply or if applicable nominate relative business branches that are within the user's locality. A validation check (step 401) will still be performed but will instead bypass step 402 and allow the "Quick Quote" feature to be enabled (step 403), with one click of the mouse.

Once enabled the MIN 3 is mapped with a Sponsors ID (step 404),stored on the RDBMS 101, and the nominated email address of the sponsor is retrieved and attached to the "Quick Quote" email template (step 405) along with the users input data saved at step 402. From here the user is the presented with a confirmation window, (step 406) to validate if the requested "Quick Quote" is to be forwarded onto sponsor. Although this step seems time wasting it serves the purpose of 'Form Validation' by requesting confirmation by data input so as to protect the "Quick Quote" feature from unsolicited clicks from search engines and -18-

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spy software that may result in ghost emails being sent to sponsors which would significantly undermine a sponsor's confidence in the feature resulting in the z overall diminishment of confidence with the invention itself.

Once submitted (step 407a), the email is passed onto a nominated SMTP server and forwarded to the sponsor in the usual way. The "Quick Quote' button/region oo n 2b displayed in the module 1 then changes colour to indicate its usage within the Scurrent session as detailed by (step 408). The user also has the option not to send the "Quick Quote" by selecting Cancel (see Figure 8B) which results in the Semail template being reset (step 407b). Either way, once the "Quick Quote" has been sent or cancelled it is then reset (step 409), and the email template blanked for the next "Quick Quote" to be activated from any given module 1.

Another user feature contained within the invention is the 'Tell a Friend' feature that allows users to inform a third party about a particular module 1 via a standard email message.

When this feature is selected, the relevant MIN 3 is mapped with a 'Module Stand Alone' behaviour which is created using a scripting language. This behaviour sets up a command script which is then embedded within a hyperlink to be sent with the 'Tell a Friend' email. The script tells the application server 100 to locate a specific MIN 3 and display this module by itself upon the hosts web page.

In this feature, a user initiates the feature by selecting the 'Tell a friend' button 2c located in the module 1 as displayed. Figure 9 is a flow diagram that explains the sequence of events that are associated with the 'Tell a Friend' behaviour.

The user is then requested for a receiver's email address (step 502). Once submitted the email address and "Stand Alone" feature are placed within an email template (step 504) ready for input from the user to send The "Stand Alone" feature is embedded as a hyperlink within the email message and once clicked will take the user to the relevant site and page. Figure 15 shows the webpage layout that the receiving party will be directed to and presented with -19-

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Oupon selection of the embedded 'Tell a Friend' hyperlink. The 'Stand Alone' feature serves the purpose of providing the sponsor with a marketing advantage.

z By only displaying their module, the user is placed within a one on one situation with the sponsors business offerings. This allows for a better consumer to sponsor relationship with an increase in the preferred outcome of either product 0 adoption or product purchase. Once submitted, the user is prompted to confirm that they wish the email to be sent. Steps 508 to 511 detail the stages for confirmation which again are aimed at negating the effects of search engines or dubious internet software types.

All of this functionality is displayed to the user at the user's client system 104 in the usual, known, manner.

Content management of the module 1 by the sponsor is detailed in Figure 10. In Figure 7, this content management process is represented by the dotted line that maps the sponsor via his client system 104 to the RDBMS 101 and associated module via its MIN 3.

Content management is initiated by the user, by accessing a link on a website index page (step 601) that activates a Username and Password window to be displayed (step 602). The sponsor enters their relevant data which is then validated (step 603) and mapped with the Sponsor ID to the MIN 3 (step 604).

The defined editable regions of the module are then displayed via a content management screen at the sponsors client system 104 (step 605), and the sponsor can implement the desired changes, (step 606). The desired changes can include, for example, the logo to be displayed, colours used, information displayed etc. Once completed the sponsor selects 'Save Session', (step 607) which then displays a 'Confirmation of Changes Form', that is used to validate if the changes are to be implemented (step 608). From here the sponsor can either submit the changes, which will take effect immediately, or choose to cancel the session in which case the changes will not be saved. Steps 610 to 612 detail how the session is closed down with a safeguard step (step 611) being used to 20

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Smake sure the saved changes are intended as there is no 'Undo' function after this stage.

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Although the present invention has been described based on interaction between an individual module and a given sponsor and/or user it is not intended that the invention be limited within this embodiment alone. Modifications within the 00 invention are intended and will be apparent to those individuals skilled in the art.

0An example of such a modification is the development of mirrors and copy variants of the modules. A mirror variant is defined as a specific invention variant belonging to a sponsor that has its own independently defined editable regions that are seperate to that of the parent module. By having these separate regions the mirror variant can contain different information to that of the parent module. It will be managed utilising the same content management system as the parent module but may be placed within a foreign website as 'stand alone' content of that website yet still retain all the dynamic features associated with the module. A copy module is a simple replication of the parent module that can be placed into a foreign web site as well as the parent website and still replicate all changes that occur with the parent variant as a result of content management practices.

The module may also change in terms of associated features that may be slightly altered to best suit a business, product or activity that the module has been selected to represent. The overall look of the module will always stay within the current defined scope that allows visual recognition of the module as the module described. Such variations include the re-arranging of the modules regions (Figure 3C, al -a9) in terms of position, size and wording to provide a better representation of a given sponsor in relation to their business practice and module requirements. Examples of these variants are illustrated in Figure 12 at la, lb, 1c, 1d, le, 1f, 1g.

Figure 13 illustrates a variation of the invention where the module will have an inbuilt data input component that allows users to specifically request detailed information from the sponsor of the module. The example shown in Figure 11 is -21 based on a module sponsor offering travel services; however this module type i can be integrated into all sponsor business entities.

0 SFigure 14 shows another proposed variant type which includes embedded multimedia functionality allowing the user the option of downloading a movie file, a 5 slide show or brochures pertaining to the sponsors products, services or oO n company.

The web server, web site, and application server can be provided separately and at different locations without affecting the functionality of the invention.

Claims (4)

1. 2. An advertising system according to claim 1, wherein each advertising module is uniquely identifiable by means if a unique identifier to define hierarchical storage of the advertising module on the relational database server, and to facilitate access to the dynamic content for editing.
2. 3. An advertising system according to claim 1 or claim 2, wherein the additional functional features include linking to other web sites, onward referral facilities, and email facilities.
3. 4. A dynamic advertising method, the method including the steps of: displaying a plurality of advertising modules to a user of the advertising system via a user client system, the advertising modules being displayed on one or more web pages in a categorical manner to the user via the user client system, and including interactive regions; selectable by the user, using the user client system, to launch additional functional features, whereby each advertising module includes dynamic content; storing the advertising modules on a relational database management server; and
4. 23- \O accessing and editing the dynamic content of an advertising module being stored on the relational database management server by a sponsor using z a sponsor client system. A server for hosting an advertising website displaying a plurality of advertising modules to a user via a user client system, the advertising oo n modules being displayed on one or more web pages in a categorical manner Sto the user via the user client system, and including interactive regions selectable by the user, using the user client system, to launch additional Sfunctional features, each advertising module being stored on a relational database management server and including dynamic content, the dynamic content being accessible and editable by a sponsor using a sponsor client system.