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The Advertising Management ES bundle service-enables SAP Advertising Sales for Media (IS-M/AM) so that newspaper and magazine publishers can now create composite applications to sell classified advertisements to customers over the Internet.

New customers who wish to place classified advertisements via the web portal of a publisher deploying the Advertising Management ES bundle may create a sales order, provide business partner details such as name, contact, and billing information, gather detailed pricing data about the ad to be placed, and post the order for the ad. The order will specify all of the data required by the publisher to place the ad, including the market, the booking unit (for example, for a regional edition), the content of the ad, the issues in which it is to appear, and any special design features to be added.

Existing customers whose master data is already available may also place classified advertisements with the publisher. At their discretion, they can add new details or delete or modify any existing details in their business partner profile, or in the advertisement order itself. Before posting a final order, they can obtain specific pricing data, as well.

Advertising Management (click to enlarge)


The bundle also enables any customer who has already posted an order that has not yet been published to modify it or cancel it at their discretion, provided that publishing deadlines have not passed.
The Advertising Management ES bundle leverages enterprise SOA by enabling web service-based communications between SAP ERP 6.0 and SAP Advertising Sales for Media (IS-M/AM).

Audience

The target market for the Advertising Management ES bundle is publishers of magazines and newspapers who accept classified ads.

The roles in the publishing industry and its affiliated partners who will use this bundle include customers (through the self-service web portal), sales personnel, and customer service representatives.

For details on Service Operations, Business Objects and Process Components, please check the ES Workplace.


How To Use This ES Bundle

In the past, classified ad orders have been taken either by mail, fax, or over the phone. Using the enterprise services provided in the Advertising Management ES bundle, publishers can deploy composite applications that provide user-friendly B2C functionality so that customers can place classified advertisements in specific publications by themselves, without assistance from service representatives. As a result, publishers will be able to minimize the workload of their call centers and provide timely information and services, not to mention placing more ads since the self-service functionality is always available.

To date, if publishers offered web interfaces to SAP ERP, these interfaces depended on an older style of interaction called Internet application components (IACs). These IACs require custom integration, and any upgrades to ERP required modifications to these IACs. Furthermore, the interface to IACs is relatively rigid. For these reasons, SAP chose a standards-based approach, service-enabling functionality in IS-M/AM using the enterprise services in this ES bundle.

This ES bundle features a transformed business object for maximum efficiency in accessing relevant data for this business process. The Business Partner Sales Account business object includes relevant elements of the following business objects:

A New Customer Places a Classified Ad

This ES bundle's flexibility allows publishers to handle a variety of use cases relating to classified ads. A new customer who would like to sell her car, for example, can create and post a classified advertisement by herself via the web portal of the newspaper or magazine in which she wants her ad to appear. The first step in creating the ad requires the customer to select the market with which she wants her ad to be affiliated. Next, the customer must specify all of the miscellaneous data required by the publisher, such as the ad's booking unit, the ad content itself, any special enhancements (such as larger type or stock graphics), and the issue or issues in which her ad is to appear. Moving on, she will be provided with an opportunity to view detailed pricing information for her ad, or for any type and size of ad proffered by the respective publisher. If she is satisfied with the quoted prices, the customer can establish herself as a new business partner by entering necessary personal information such as her name, phone number, and email address. She must also specify her method of payment, which will detail her respective banking or credit card information. All that remains for her to do then is post the order and wait for a confirmation notification, and the ad will appear as requested.

What's a Market?

An advertisement's market defines the general body of existing or potential buyers for the specific goods or services that the advertisement is intended to target. The real estate, automobile, and employment markets are all examples of the types of markets with which a customer might want to affiliate her ad. A newspaper may offer many different categories for ads to allow customers to place their ads in very specific sections. For example, a used BMW might fit into a subcategory such as Used Automobiles/Luxury Cars/BMWs while a job might fit into a subcategory such as Healthcare/Hospital/Anesthesiologist. The selection of a market is left to the web portal, which may already offer functionality to select these subcategories from pulldown menus.

What's a Booking Unit?

A booking unit, on the other hand, defines the specific region within a publication's distribution zone in which an advertisement will appear. For example, a newspaper in the Washington D.C. area of the United States may customize its various sections to fit a range of demographics in the region's consumer base or a range of neighborhoods, from city to suburban to rural. It may also publish two editions a day during the week, but only one edition on the weekend. Customers can specify which of these choices, or combinations of choices, best suit their needs via the booking unit field in the publisher's online interface.

For Existing Customers

Once a customer has set up a business partner with a given publisher, she may log on to its web site at any future date and proceed to create her ad by following the process described above. In addition, customers can modify the details in their business partner profile or in the advertisement order itself at any time, adding or deleting information as needed. Before posting a final order, they can review specific pricing data, as well, since it may have changed according to the advertisement's details. Should a customer so desire, they can cancel an order for an advertisement that has not yet been published, if stipulated deadlines have not passed.

This section will explore a series of use cases for the Advertising Management ES bundle. Each use case will show how different outcomes can be achieved by using the enterprise services in different combinations. While these examples illustrate a few of the ways that this ES bundle could be used, the intention is to show the flexibility and reusability of these business objects and enterprise service operations so that you will have a clearer understanding of how to best deploy them in your own environment. This wiki is also a space for you to share knowledge and collaborate with others who are implementing the Advertising Management ES bundle.

Use Case 1: Setup of the Composite Application

When running a composite application to allow customers to purchase, change, and cancel classified ads, relevant information from backend systems is required. For maximum efficiency in running the composite application, an initialization must first run to provide the composite application with relevant data. This initialization is run when starting the composite application for the first time and periodically to refresh the data.

Starting the composite application should invoke the Find Advertising Issue by Elements enterprise service, which uses the Advertising Issue business object.

The Advertising Issue business object represents a portion of an issue of a Media Publication Edition (such as a regional edition of a newspaper) in which advertisers place their advertisements when they buy a certain Advertising Booking Unit in a certain Advertising Content Component in one particular issue or in more than one issue.

This service fills the issue buffer with relevant data about publications for the near horizon. It can be used to obtain all possible combinations of booking units, content components and publication dates (or copy numbers) within one sales area and for one advertisement type.

With this product master data buffered, the composite application can present it in a very flexible way. Booking units could be shown in the form of a map; available issues could be selected using a calendar.

Because this use case fills the buffer with needed information, it is a prerequisite for all the other use cases. Typically, as stated earlier, it is run when starting the composite application and periodically (perhaps daily or twice a week, depending on the needs of the particular publication) afterwards.

Use Case 2: A New Customer Orders a Classified Ad

A new customer wants to sell her car by posting a classified advertisement in her local newspaper using the order form available to the public through the paper's web site. The first step in creating the ad requires her to select the market with which she wants her ad to be affiliated (in this case, Used Cars, Foreign, BMW). Next, the customer must specify all of the data required by the publisher, such as the ad's booking unit, its content, and the issues in which her ad is to appear.

The composite application has been populated with relevant backend data from use case 1. During execution of the composite, all the data entered up to this point is held and transmitted at the same time. For this reason, the customer has not yet invoked any enterprise service operations. From the first step, where she selects her desired market, to the final step, where she selects the issues in which she wants her ad to appear, all entered data is temporarily stored in a buffer, from which it will be propagated to SAP IS-M/AM using an enterprise service in the next step.

All the Information is In - Now Simulate the Order

Once she has entered the information that comprises the advertisement itself, the customer will be prompted to continue to the next phase of the ordering process, at which point the Simulate Order service operation, which uses the Advertising Sales Order business object, will be invoked.

When the customer invokes the Simulate Order service operation, SAP IS-M/AM creates detailed pricing for the ad. This detailed pricing as well as a total cost can be displayed to the customer by the composite application.

The Price is Right - Enter Business Partner Information

If she is satisfied with the quoted price, the customer will now provide personal information to establish a new account, including a username and password (which will be used by the web portal for authentication) as well as business partner details such as her name, address, phone number, and email address.

Since in this use case the customer is new, she is prompted to continue the process by entering her method of payment, which will detail her respective banking or credit card information.

Check the Business Partner and Advertising Sales Order Data

In the next step, the Check Business Partner Sales Account Creation enterprise service is triggered, which uses the Business Partner Sales Account business object. This is followed by invocation of Check Order Creation, which uses the Advertising Sales Order business object. Both of these services verify the consistency and completeness of data entered so far.

Post the Order and Create a Business Partner and an Advertising Sales Order

If all data is accurate and complete, the customer will be prompted to post her order, which invokes the Create Business Partner Sales Account enterprise service operation, which returns a business partner ID. Using the business partner ID as input, the Create Order service operation is invoked. Once the order is processed, the customer will see a confirmation notification that includes the order's reference number and wait for her ad to appear in the newspaper. Hopefully, if she can sell this car for her asking price, she can go out and get a newer, more sporty model.

Use Case 3: An Existing Customer Creates an Advertising Order

The customer from use case 2 is back with some repeat business. Selling her car went so well she has decided to try selling her yacht, which she never has time to use. She logs into the web portal (authentication is delegated to the portal). Since her user data is associated with her business partner ID, the authentication process will invoke the Read Business Partner Sales Account enterprise service.

Now that she is logged into the web portal, she selects a market for the yacht, the booking unit for suburb that is both rich and near the lake, the content of the ad – including a stock picture of a boat – and the issues in which her ad is to appear.

Next, she will be prompted to submit the ad for pricing, thereby triggering the Simulate Order service operation, which uses the Advertising Sales Order business object.

Satisfied with the price she has been quoted, the customer now selects a payment method. Because she has decided to become a regular customer, she'd rather debit her bank account instead of using a credit card. She enters her bank account details and presses a button on the user interface, which invokes the Check Order Creation service operation. This service checks the completeness of the order information. Provided that all the data was consistent and complete, the process moves on (otherwise, the customer would receive an error message telling her what to change or double-check). Now, because the payment information has been altered, the customer's profile must be updated with the new payment method, so the Update Business Partner Sales Account service operation is invoked, which uses the Business Partner Sales Account business object.

The customer is now prompted to post her order. Posting the order triggers the Create Order service operation. When the order is processed, she will receive a confirmation notification that includes the order's reference number, and her yacht is on its way to a successful sale. Given how well this web interface is working, the customer, who is head of human resources at a large company, thinks about using the classifieds to fill some job openings rather than using recruiters as she has in the past.

Use Case 4: Changing an Advertising Order

The customer from the last use case forgot to include information that is crucial to her advertisement and may help sell the yacht, which has a 60-inch plasma TV screen in the interior as well as a sophisticated satellite navigation system. To begin the process, she logs on, which invokes the Read Business Partner Sales Account service operation to display her information.

The composite application then invokes the Find Order Item Basic Data by Elements enterprise service to display all the orders she has pending that can be modified (if the publication deadline has already passed for an order, that order is not displayed as available for modification). Happily for her, the deadline has not yet passed, so she selects the ad for the yacht, which triggers the Read Order service operation.

She enters the additional information and then checks the price, which triggers the Simulate Order service operation. She approves the revised price and submits the ad, which triggers the Update Order service operation. The customer receives a confirmation notification once the order is processed, which includes the modified order's reference number.

Use Case 5: Canceling an Advertising Order

After running the ad for only two days, the yacht sold. The customer is really impressed with how effective classified ads can be. Now she must cancel the remaining insertions. She logs on to the web portal, which triggers the Read Business Partner Sales Account service operation. The composite application then looks up the relevant orders for this customer using Find Order Item Basic Data by Elements and displays a list of ads that can be changed or canceled. She selects the line item for the yacht ad, which invokes the Read Order enterprise service operation to display the details. She is too late to cancel the yacht ad for tomorrow, but she can cancel it starting the day after tomorrow. To do so, she submits the cancellation, which triggers the Cancel Order Item Schedule Line service operation. The composite application displays a confirmation notification, which she prints for her files.

Best Practices

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Using This ES Bundle with an Existing Test Application

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Using the Services in This ES Bundle with SAP Applications

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Using This ES Bundle with Partner Applications

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Existing Sample Code

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Future Directions

A variety of future directions for the Advertising Management ES bundle are possible. For example, there may be an effort to position the editor application AMC (currently used by service representatives in many call centers) for use online. Various agency use cases may be investigated as well, including those in which an agency could place orders on behalf of clients. Another direction may involve integrating the SAP CRM Call Center with SAP IS-M/AM, an advance that would create greater flexibility between the advertising order and call centers. A final possible future direction lies in creating services that will enable customers to order all types of print, radio, television, and Internet advertisements.

Enterprise Services Community Engagement

System Requirements

Lessons Learned

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  • More usage notes appear in the page describing each enterprise service operation.

Related ES Bundles

SAP
SAP Developer Network
Enterprise Services Wiki Homepage on SDN
SAP for Media Brief: Advertising Management

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