Download - Paul Dishman, Ph.D. Advertising Paul Dishman, Ph.D. Lecture 19 Basic Marketing Management Bus M 341
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Paul Dishman, Ph.D.
Advertising
Paul Dishman, Ph.D.
Lecture 19
Basic Marketing ManagementBus M 341
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Paul Dishman, Ph.D.
Stimulating Demand
• Primary
• Selective
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Paul Dishman, Ph.D.
Message Appeals
• Humor• Sex
– Overt– Romantic
• Fear• Ego/Prestige• Moral• Rational
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Paul Dishman, Ph.D.
Strategies
• Brand Image• Positioning• USP (Unique Selling Proposition)• Resonance (Projective)• Affective (emotional)
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Paul Dishman, Ph.D.
Do you know these logos?
1.
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Paul Dishman, Ph.D.
Definitions
• Logo
• Symbol
• Trademark
• Service Mark
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Paul Dishman, Ph.D.
The importance of trademark law continues to grow domestically and internationally
Use of trademarks:
• can build brand loyalty
• enhance recognition of your product
• enhance reputation and make repeat sales
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Paul Dishman, Ph.D.
A trademark is a distinctive :
»word»symbol
»sound
»smell
»logo
»or other graphic
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Paul Dishman, Ph.D.
Background
• First federal trademark law - 1870• Declared unconstitutional - 1878• International Trademark Assoc. - 1878• Trademark Act of 1881 - 1881• Trademark Act of 1905 - 1905• Trademark Act of 1920 - 1920• Lantham Act of 1946 - 1946• Trademark Law Revision Act - 1988
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Paul Dishman, Ph.D.
Function of Trademarks
The primary function of trademarks is to indicate origin
Serve to guarantee quality of goods and services
Serve to create and maintain demand
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Paul Dishman, Ph.D.
Choosing a Trademark
The goal is to find a word, symbol or design or a combination of these which is not purely descriptive
• Must be sufficiently distinctive • Must not be deceptive• Should be established before
resources are spent developing promotion materials
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Paul Dishman, Ph.D.
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Paul Dishman, Ph.D.
Trademark Searches
A search is an investigation to discover potential conflicts
• Internet
• Many professional services available
• Attorneys
• U.S. Patent and Trademark Office publications
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Paul Dishman, Ph.D.
Proper Use of Trademarks
Must be used properly to maintain rights
A mark that becomes the generic name is no longer treated as a trademark
Examples:• aspirin• nylon• cellophane• refrigerator
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Paul Dishman, Ph.D.
Proper Use of Marks
• Use the generic name with the trademark• Always use the trademark as an adjective,
not as a noun• Give the trademark distinctive treatment• Label your trademark (TM® or SM)• Consider using the trademark on a
number of products
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Paul Dishman, Ph.D.
Trademark Registration
• A trademark must be in use in interstate commerce
• Can file for registration with an intent to use but the mark cannot be registered until actual use has occurred
• Registered with the U.S. Patent and Trademark Office
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Paul Dishman, Ph.D.
Foreign Registration
• If significant foreign marketing is anticipated, register in the applicable countries
• Trademark law differs considerably in other countries
• In most countries, trademark rights are granted to the first person that files for registration
• In some countries “warehousing” is practiced
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Paul Dishman, Ph.D.
Examples of Application of the Law
Abercrombie & Fitch vs. Hunting World Inc.
1970• A&F sued Hunting World for infringement
of its registered trademark “Safari”• A&F had ten federal registrations
Result: “Safari” is merely descriptive
Cancellation of all ten federal registrations
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Paul Dishman, Ph.D.
AMF Inc. vs Sleekcraft Boats 1979
• AMF marketed boats under the name “Slickcraft”
• In 1968, Nescher Boats adopted “Sleekcraft” for its high performance boats
Result: The court found that Nescher boats had not infringed. Different markets was a primary factor
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Paul Dishman, Ph.D.
Hormel Foods vs. Jim Henson Productions - 1995
• Hormel Foods sued Henson production for trademark infringement with the introduction of a character in a Muppet Movie - “Spa’am” - a wild boar
Result: Henson production found not infringing. No chance for confusion of products
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Paul Dishman, Ph.D.
Recovery For Violation of Rights
If a violation is established, the plaintiff shall be entitled to recover:
• Defendants profits
• Any damages sustained by the plaintiff
• The costs of the legal action
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Paul Dishman, Ph.D.
Considerations in Marketing
• Designing products and services– Customers are loyal to brands
• Marketing information systems– Intelligence
• Marketing Research– Information needs
• Global Marketing– The countries laws
• Marketing ethics
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Paul Dishman, Ph.D.
Conclusions
• Incorporate considerations of trademarks in the marketing process
• Conduct thorough searches for conflicting trademarks early
• File for registration of trademarks early• Maintain a good system for records• Avoid infringement - It can be costly