RU2176824C1 - Method for placing of advertisement - Google Patents

Abstract

FIELD: advertising of goods and services in printed matter. SUBSTANCE: method provides for manufacture of leaflets containing graphical and text information printed in press advertising goods and/or services of business companies and organizations and distribution of the leaflets among the potential clients. The mentioned leaflets are book-stitched, and each leaflet is provided with a line of tearing-off from the book, so that each advertising leaflet at the same time contains at least one discount coupon, containing an indication on allocation of a single discount to the client at its presentation. EFFECT: enhanced efficiency of ADVERTISEMENT, for example, of small business services. 5 cl

Description

 The invention relates to a method of advertising, which includes the production of leaflets containing printed graphic and textual information that advertises goods and / or services of enterprises, companies and organizations, and the distribution of leaflets among potential customers.

 The aforementioned method of advertising is currently widely used to advertise companies, enterprises, organizations and the services provided, especially if the enterprise is small. In this case, it is inexpedient to spend significant funds on widespread advertising in the media - newspapers, radio and television. In addition, some services with a relatively high cost of advertising in the media are inefficient, since there are few people who can use such services among radio listeners and viewers.

 On the other hand, advertising on leaflets is associated with certain inconveniences in its distribution, as well as environmental pollution. In US patent 4842303 A, IPC B 42 D 1/00, 06/27/1989 proposed to place leaflets in other printed publications (magazines) in the form of advertising inserts on strips of permanent glue. Such inserts, however, do not improve the appearance of the printed matter, but being easily detachable and discarded, they also pollute the environment.

 There is also a known method of advertising, involving the production of an advertising leaflet containing a discount coupon that provides a discount to a customer when making a purchase in an advertised store (see Motorist's Handbook, “Useful Pages. Driving”, N 2, Founder of Za Rulem OJSC, 1998, p. . 224-225). This method of advertising is also not effective enough, since the discount coupon is also placed here in the print media, and consumers may not show interest in this print media.

 Thus, there is a need to create a more effective way of advertising, for example, the services of small enterprises that do not have the aforementioned disadvantages.

 The problem is solved by the method of advertising, which includes the production of leaflets containing printed graphic and textual information that advertises goods and / or services of enterprises, companies and organizations, and the distribution of leaflets among potential customers, and according to the invention, these leaflets are stitched into a book, while each leaflet is provided with a tear line from the book so that each leaflet simultaneously contains at least one discount coupon containing an application for a one-time discount to a client upon presentation.

 Additional information may also be placed in the discount book, preferably on the inner and / or outer sides of its cover. Additional information may relate, for example, to the contents of the discount book or the list of enterprises, companies and organizations advertising their goods and / or services in this book, as well as the rules for using the discount book.

 The coupon itself usually contains other information, for example, a description of the discount and its expiration date, including the logo or emblem of the company or company, usually with the address, phone / fax.

 It is convenient if the discount book has a pocket format corresponding to the format of a notebook or notepad. However, other formats are possible, for example, the size of a ticket, and larger - down to the magazine format. It is clear that on each sheet of magazine size you can place much more information that can interest the client, as well as post illustrations, photographs, etc. The journal embodiment of the discount book has undeniable advantages, but due to its increased size and increased cost of production, the distribution of a large format discount book will be limited and, most likely, paid.

 Individual discount booklets may contain more than one coupon.

 The separation line is usually a weakened or only marked line.

 In an embodiment, all sheets of a discount book can be stitched on one topic, that is, all coupons in a single discount book will belong to the same service sector.

 Coupons in one discount book can also refer to various services.

 In an embodiment, the information in the discount book may be printed in two languages, for example, in Russian and English. It is clear that the language used will depend on the advertiser’s desire.

 Preferably, the discount books of the invention are distributed to customers and visitors of business centers, embassies, representative offices, exhibitions, restaurants, bars, casinos, night clubs, entertainment complexes, hotels, medical centers, fitness clubs and other enterprises.

 It should be noted that the distribution of discount books according to the invention can be both paid and free. This will depend primarily on the places in which they are distributed. For example, in representative offices and conferences, distribution may be free; in restaurants such a book can be given to the client as a gift; but in the case of distribution through newsstands, the discount book should certainly be paid, like any other print publication, taking into account the printing quality and demand for it.

 Preferably, each leaflet in a booklet refers to at least one enterprise, one company or organization.

 An advertiser, however, can place information on two companies on a leaflet (for example, when both belong to the same owner), that is, the main company can be advertised on one side of the sheet, and its branch located at a different address on the other.

 In an embodiment, each enterprise may be represented by only one leaflet in a book. This option provides the widest choice for a potential client, who in this case can be sure that each page of the discount book is original and does not repeat the information already seen by the client on other pages.

 If the advertiser prefers to give the potential customer several one-time discounts without increasing the number of sheets allocated for advertising, then individual sheets may contain more than one coupon.

 Trial discount books made by the method according to the invention, showed unexpectedly great interest of consumers in advertising of this kind. The increased interest is explained not only by the high quality of printing and production of discount books, but above all by the wide choice offered to potential customers, as well as the opportunity to receive discounts. Even if the discount provided is small and amounts to only about 5-10%, it undoubtedly helps to attract new customers.

 The discount can be provided for a limited period of time indicated on the coupon. This encourages the customer to purchase a new discount book after a while. Nevertheless, the advertiser may also indicate that a discount on his services is provided without a time limit, because if there are many offers in the discount book, the client may not have time to use many of them.

 When using the coupon, it is torn out of the book along a weakened (usually perforated) line or cut off along the indicated dashed line, so the discount on the services provided is one-time, i.e. one discount for each coupon.

Preferred Embodiment
In developing the preferred embodiment of the coupon book, the following requirements were taken into account:
Practicality - the convenient pocket-sized book format is designed so that it is easy to use and always carry with you - in your pocket, purse, wallet, etc.

 Convenience - the coupon does not need to be cut out - perforation allows you to easily and accurately remove the coupon from the book, and the content facilitates the search for the desired coupon.

 Attractiveness - bright multi-color printing makes coupons attractive to the user.

 Usefulness - a large number of discount coupons provides freedom of choice, the opportunity to save significant money, which makes the book useful and interesting for the user.

 These and other features of the discount book according to the invention serve to increase the effectiveness of advertising, as a tool to attract new customers.

 A preferred example of manufacturing a coupon book can be a book containing many (one hundred or more) coupon sheets with perforations for tearing, each coupon containing a colorfully presented logo of the advertiser (in this case, a restaurant, bar, etc.), its address and / or telephone in large print, as well as the size of the discount provided to the client.

 The format of the book is designed so that the book is as convenient as possible to use. In the considered option, the format is 140 mm long and 70 mm high as one of the simultaneously convenient for use and sufficient to provide complete information. The format of coupon books may change in the direction of reduction or increase, depending on the goals and objectives of their application.

 For example, a smaller book can serve as a great addition in the form of an attachment to a small gift or souvenir.

 For the convenience of users, the coupons contained in the example book are divided into sections reflecting various areas of leisure and entertainment: restaurants, bars, clubs, cafes, cinemas, bowling centers, sports clubs, etc.

 In addition, the coupon book may contain sections on various areas of business and services: medical care, car service, cosmetology, tourism and travel, accounting and auditing services, etc. To this may be added sections on the purchase at a discount of both food and industrial products. The number of sections and their volume completely depends on the desire and ability of advertisers to provide a discount on the coupon, considering it as a proven tool for attracting new customers.

 Since the consumers of the book are people with diverse interests and a certain level of affluence, there can be several sections in the book.

 The size and procedure for providing discounts is determined by the advertiser himself based on his commercial interests and financial capabilities. In the sample book, the range of discounts offered varies from 5% to 50%. Thus, in this book the average value of the offered discounts on the coupon is at the level of 25-30%. Naturally, the larger the size of the discount indicated by the advertiser on the coupon, the higher the attractiveness of this coupon to the consumer and, accordingly, the return on this type of advertising.

 In addition to general information about the company and the goods or services offered at a discount, at least part of the coupons carries certain restrictions. These restrictions, in particular, relate to the validity period of the coupon, i.e. the discount is given strictly until a certain date (for example, for the next 2-3 months). In addition, restrictions can be age-related (for example, up to 18 or 21 years old), by location (for example, "only in Moscow"), by the amount of the order or purchase (for example, "when buying with a total value of at least 1000 rubles"), etc. d.

 All these restrictions are introduced both to stimulate consumers to use the coupon in full, and to take into account the interests of the advertiser who placed the advertisement at a discount.

 There may be many design options for the cover, however, the design should have characteristic features, which is of great importance to increase its recognition by potential users.

 In the described preferred example, the option is taken (as the most practical), where on the front side of the front sheet of the cover there is a company trademark, a brief listing of the main sections (allowing the user to understand the main content of the book) and some decorative design in the form of a picture or photo.

 On the back side of the front cover sheet there is a detailed, grouped into sections, content presented in the book of companies and institutions for their quick search by the user.

 The inside of the back cover sheet may contain such additional information as the rules for using the coupon book, or other information useful to the client.

 For example, the coordinates of the manufacturer of coupon books can be placed on the outside of the back cover sheet. In addition, logos and brand names of advertisers, calendars, and everything that may be of interest to both coupon book users and advertisers can also be located here.

 The specialist will be aware of other modifications of the discount book, not leaving the scope defined by the claims.

Claims (5)

 1. A method of advertising, providing for the production of leaflets containing printed graphic and textual information that advertises goods and / or services of enterprises, companies and organizations, and the distribution of leaflets among potential customers, characterized in that the indicated leaflets are stitched into a book, while each leaflet is provided with a tear line from the book so that each leaflet simultaneously contains at least one discount coupon containing an indication of a one-time discount the client upon its presentation.  2. The method according to claim 1, characterized in that the additional information is placed in the discount book, preferably on the inner and / or outer sides of its cover.  3. The method according to claim 1, characterized in that the discount book has a pocket format.  4. The method according to claim 1, characterized in that the individual sheets may contain more than one coupon.  5. The method according to claim 1, characterized in that the tear line is a weakened or only marked line.