It is an object to increase advertising effectiveness by a synergetic effect between communication using a mobile phone or the like, and an electronic money system. The present embodiment is configured such that an advertisement is transmitted to a user's mobile phone via e-mail, and if the user purchases an article in values based on the advertisement, cashback is performed through the user's mobile phone in values. Thus, giving a feeling of value to the user makes it possible not only to increase advertising effectiveness but also to confirm the advertising effectiveness. If purchasing an article in values according to an advertising mail sent to a mobile phone 3, the user can receive the cashback from an electronic money server 2, thus allowing the user to obtain a feeling of value. Moreover, the electronic money server 2 can know whether or not the user has conducted purchasing activities in accordance with the advertising mail, allowing the advertising effectiveness to be measured and confirmed.