RU2283515C2 - Advertising method - Google Patents

Abstract

FIELD: advertising technologies, possible use on television broadcasts, in composition of demonstrational-advertising systems mounted at collective recreational and entertaining locations.

SUBSTANCE: in accordance to method, in each cell of lottery meshes a part of advertising symbol is positioned. Positioning of advertisement symbol and marking of cells of lottery mesh on advertising carrier is allowed to its owner, while at least positioning of advertising symbol - until known time interval comes, with recording of participation in drawing. Positioning of cells of lottery mesh image being demonstrated is performed by means of random numbers generator or by means of computer software, from no less than two arrays of digits and/or letters.

EFFECT: increased effect of advertising in conjunction with lottery drawing due to feeding of advertising information in real time mode.

5 cl, 1 dwg

Description

The invention relates to advertising, in particular to the presentation and placement of advertising, and can be used in the process of television broadcasting, as part of the demonstration and advertising systems of places for collective recreation and entertainment, as well as in the distribution of advertising information on individually perceived media: cards, postal envelopes , packaging of goods, receipts for various services, etc.

A known method of advertising [application DE No. 2831021] on individually perceived mass media (postcards, envelopes, travel tickets, cash payment documents for individual use).

There is a method of advertising, consisting in the fact that the placement and submission of advertising is carried out in the form of a win symbol of individual mass gaming means [RF Patent No. 209903 of 07/07/1993]. The winning symbol is an advertisement (company name, trademark) and is located in a cell under the protective layer. The attention of the advertiser is focused on advertising symbols, which are simultaneously symbols of winning. However, at the time of determining the win, the attention of the advertiser is distracted from advertising.

Closest to the proposed solution is a method of advertising [RF Patent No. 2144701, IPC G 09 F 19/00, A 63 F 3/06, s. 03/24/1999., Op. 20.01.2000], which consists in the placement and submission of advertising symbols in the cells of the lottery grid, deposited on an advertising medium. In a time interval known in advance for the owner of the advertising medium, a television signal is transmitted from one or several television channels carrying an image of the lottery grid corresponding to the lottery grid (a small paper card of 40 × 80 mm in size) printed on an advertising medium (for example, envelopes, packaging of chocolate, cigarettes , plastic bags, newspapers, magazines, tickets for entertainment events, etc.). In the cells of the television image of the lottery grid, various advertising symbols (names of firms and goods, telephones, addresses, etc.) are served. The gain occurs when at some point in time the advertising symbols in the cells of the lottery grid on the advertising medium coincide with the advertising symbols in the corresponding cells of the lottery grid of the transmitted television image. The selection of advertising symbols and the corresponding cells of the lottery grid is carried out according to the law of random numbers. It is possible at the same time that individual parts of the image in one or more cells of the lottery grid with advertising symbols are transmitted via television signals with different carrier frequencies, for example television signals of different television channels, and individual fragments are combined on the screen of a multi-screen television receiver. The cells of the lottery grid are designated by numbers and (or) letters, other graphic symbols.

Meanwhile, the claim of the inventors that “expanding the circle of advertisers through positive feedback” is not justified by any feedback mechanism. To simply outline the circle of advertisers or potential players, they need to be registered. Although everyone who bought advertising media can be considered a circle of advertisers, but what about “feedback” in this case? Advertisers are given the opportunity to always see all the advertising symbols at all times when they have an advertising medium. The "array of advertising media" and the "advertising symbols of firms and products from among those participating in the drawing" are closely related. In addition, the non-registration principle of participation of cards in the drawing does not require the organizers to fulfill obligations to holders of winning cards, i.e. For winning cards, the declarative principle applies.

The impracticability of the target setting for the formation of a stable circle of advertisers leads to the amorphousness and fuzziness of this circle, and therefore to the inefficiency of investments in such advertising. Most likely, these are one-time shares, i.e. ultimately, it all comes down to the formation of advertising media and its distribution.

The objective of the invention is to increase the effectiveness of the advertising method with a lottery drawing as a component part, including through the use of various types of sensory memory of the participant in the drawing.

This problem is solved by the method of placing and delivering an advertising symbol in the cells of the lottery grid deposited on an advertising medium, with a demonstration in a time interval known in advance for the owner of the advertising medium of the changing image of the lottery grid corresponding to the lottery grid deposited on the advertising medium. The cells of the lottery grid are designated by numbers and (or) letters, and the prize is determined if at some point in time the displayed image of the lottery grid coincides with the lottery grid on the advertising medium. The difference of the proposed method is that the subject of the drawing set a specific advertising symbol, placing in each cell of the lottery nets a part (component) of this symbol, while the placement of the advertising symbol and, possibly, the designation of the cells of the lottery grid on the advertising medium is carried out by its owner, and, according to at the very least, the placement of an advertising symbol - before the onset of a known time interval for the demonstration of a changing lottery grid. An indispensable condition is the fixing by the holder of the advertising symbol (lottery participant) of his participation in the drawing. The positioning of the cells of the displayed image of the lottery grid is carried out by choosing from at least two arrays of numbers and (or) letters, moreover, from at least one by means of a random number generator or by means of a computer program.

For the implementation of the method, the names of famous people, the name or part of the name of the company, the trademark (including the advertising slogan) or the trade name of the product are most suitable.

An advertising medium may be a ticket for a participant in a collective entertainment event (cinema, theater, sports match, etc.) or a ticket (payment for travel in transport).

A receipt for payment for services can act as an advertising medium, and a name or trademark of a service provider can serve as an advertising symbol, while participation in the drawing is fixed when paying for the relevant services.

A fiscal check or a discount card can act as an advertising medium, and the name or trademark of the seller or manufacturer of related products as an advertising symbol.

The inventive method of advertising is illustrated in the drawing. The drawing illustrates the implementation of the proposed method.

A prerequisite for carrying out the method is the presence of a lottery grid 1 with cells for placing an advertising symbol (most often an alphabetic one). The number of cells for placing an advertising symbol is not limited, however, in the simplest case, it coincides with the number of letters (parts) of the advertising symbol. The lottery grid 1 contains spaces for designating (positioning) each part (letter) of an advertising symbol — two positions for each part. For example, a table of numbers 2, including integer integers from one to ninety, serves as a single array for choosing a designation. As another array, for example, a set of letters 3, of which one or another advertising symbol consists, and as a designation (positioning digit) is the serial number of the selection of a particular letter.

The implementation of the method begins when a certain circle of people has an advertising medium with a lottery network 1. Delivery options for lottery networks 1 differ depending on what is used as advertising media. For example, this is a receipt (account) for payment of services (gas, electricity, etc.) - an element of mandatory mass mailing. The proposed lottery grid 1 may be completely empty or with already affixed designations of cells intended for placement of an advertising symbol. Accordingly, based on the type of the lottery grid, the owner of the advertising medium either inscribes the advertising symbol and randomly designates each cell with a part of the advertising symbol or only inscribes the advertising symbol. A prerequisite is the fixation (registration) of the participant in the drawing. In some cases, for this it is enough to buy an entrance ticket for some spectacular event, but according to the drawing below it is convenient to accept payment for a certain type of service (gas supply) as a fix; in this case, the implementation of the method further stimulates the timely payment of relevant services. Further, in a certain time interval known to the owner of the advertising medium, the lottery grid 1 is shown. This lottery grid is gradually filled by choosing from the arrays 2 and 3 two symbols for each part (letter). The selection is carried out by means of a random number generator or a special computer program, for example, in the following order: from the array 3, according to the law of random numbers, any letter (part) of an advertising symbol is selected; the first designation can be the number of the choice of a given letter (1, 2, 3 ...), the serial number of this letter in an advertising symbol, etc. At the same time, from the array 2, also by means of a random number generator or a computer program, a second designation is selected for the already selected letter. The drawing ends when two symbols are selected for each part (letter). The advertising medium wins, the lottery grid 1 on which completely coincides with the filled lottery grid being displayed.

The implementation of the distinguishing features of the invention:

- writing (forming) an advertising symbol on an advertising medium;

- the formation of an advertising symbol on an advertising medium is carried out by individuals themselves;

- the formation of the advertising symbol is carried out by means of fingers, voice, gaze with the help of a pen, possibly technical means (for example, a computer keyboard);

- object of advertising - an advertising symbol, presented in the form of constituent elements placed on tangible objects, is simultaneously an object of a lottery;

- a letter of the alphabet, a number, possibly, for example, a character, are an integral part of an advertising symbol or an integral element of an advertising symbol;

- a brand is chosen as an advertising symbol (company name, advertising slogan, surname of a famous person, trademark).

The implementation of the method determines the appearance of the object of advertising new properties:

- a significant expansion of the circle of advertisers: a) due to the mass game, as a continuation of the game - spectacles; b) through the use of television and proven accounting technologies used in some companies; c) by attracting already formed and organized groups of people on the principles of common interests (fans of sports competitions, music lovers, moviegoers, residents of countries participating in world soccer championships and Olympic games, etc., etc.);

- an increase in the intensity of emotional impact due to the multiplicative form of the lottery and a significant increase in the prize pool, as well as the formation of game situations in order to increase and develop the intellectual abilities and operational thinking of players (this is the prediction of sports and other events and results);

- a significant expansion of the scope of the proposed method of advertising due to the fact that the proposed method of advertising has the characteristic of universality;

- increased competition among firms applying for the use of this method of advertising by increasing the intensity of advertising exposure through the simplicity and ease of a television multiplicative form of implementation;

- the use in the process of advertising at the same time motor (motor), visual and auditory capabilities of a person;

- the use of such a device to conduct a lottery, when game actions are the actual advertising process itself;

- the use of the advertising method and the associated device for conducting the lottery as a continuation of the advertising method, for the targeted supply of advertising information to the individual consumer in real time.

The process of drawing a lottery can be implemented using:

1. The central unit, which is engaged in the collection, conversion, sorting and storage of received information containing the identification data of cards or playing cards, game options for filled cards, the true results of the lottery.

The central unit ensures the holding of lottery drawings and the transfer of the true results of the drawings: a) via electronic networks to collective information and advertising systems and personal computers upon the fact of connecting these systems to data transmission networks; b) on a television channel in real time; c) to the media (print). All completed cards are transferred from the place of filling in the form of an electronic graphic image or in the form of a file with filled in symbolic information.

2. A block of video images for reproducing graphic, digital or television images, i.e. requires the presence of outdoor advertising systems based on large screens, computers and television receivers.

3. The input-output block, which provides: a) the ability to fill in the fields and identification data in the electronic image of the card; b) the possibility of obtaining an electronic graphic image of a card with recorded information by scanning the card; c) the ability to automatically fill out the designations of cells in the electronic image of the card according to the law of random numbers; d) the possibility of obtaining on paper a copy of the game and identifying information from the electronic image of the card in symbolic form and in the form of a bar code, with the aim of automating the identification of the card in case of winning and providing protective measures. Identifying information may include the country code, zip code, cash register code, code of the printing device, etc.

The central unit is a local network with a system of directories and databases with information.

The block of video images of external information systems should be able to reproduce video images with a high frame rate of 30 or more in 1 second. Such systems are described in the description of the patent of the Russian Federation No. 2124235 of 12/27/1998:

1) "Video display" with support for 65536 colors and frame rate - 30 frames per 1 from AD-ART ELECTRONICS 3133 N. AD ART ROAD, P.O. BOX 8570 STOCKTON, CA 95208, (800) 350-7773, United States;

2) Graphic electronic panels of the White Way 4000 Controller series, White Way Sing, 317 Clybourn Ave, Chicago, IL 60610, (313) 642-6580.

The Informsvyaz company installed four full-fledged LCD displays based on its own technologies in the building of the Ladozhsky railway station complex in St. Petersburg. This is the second major project for the automation of station complexes, implemented by the company in the interests of the Ministry of Railways of the Russian Federation. [Magazine "NETWORKS AND COMMUNICATION SYSTEMS" No. 7 (99), 06.16.2003, p.16].

An I / O unit is an independent unit, but can be combined with a video image unit and a computer system, but the video image unit of external systems almost always works in collaboration with a computer system.

The input-output unit can be equipped with:

- ADVANTECH panel computers equipped with a touch screen [See "BRIEF PRODUCT CATALOG PROSOFT 8.0", from 19-21. Tel. (095) 234-0636, www.prosoft.ru];

- flat-panel monitors equipped with a touch screen [See p.22, ibid.];

- SIEMENS LCD monitors equipped with a touch screen [See p.213-215, ibid.].

- devices and algorithms for optical recognition of forms filled out by hand.

CROC Technology [Tel. (095) 974-2274] under the name "Code M1", developed for the All-Russian Population Census of 2002, successfully worked in 65 regions. The project cost excluding the costs of “iron” - 51 million rubles. Recognition performance in 150-200 double-sided forms per minute allows you to integrate high-speed scanning devices with a standard office computer:

- recognition devices for Russian speech, then using voice commands it will be possible to fill out the electronic image of the card with relevant information. In 2002 Philips SpeechPearl (now owned by Scan Soft) introduced support for the Russian language - the 45th in a row. At Aeroflot, the Siren system implements a voice interface for receiving information from the database. [Magazine "NETWORKS AND COMMUNICATION SYSTEMS" No. 7 (99), 06.16.2003, p.32-33].

- devices for issuing cash receipts adapted to transfer the identifying part of the cash receipt to a computer system or capable of converting the identifying part of the cash receipt into a bar code and provide barcode information in the cash receipt in order to automatically or automatically fill out the electronic image of the game card with the game version and identifying information generated in the cash register. This will allow you to pay for game options through the cash register in the normal mode of operation of a shopping complex or stadium, or ticket offices of railway and air transport.

To ensure the protection of information in data transmission networks, you can take advantage of the development of the Infotex company [Russia 125315, Moscow, Leningradsky pr-t, 80-5, PO Box 35. Tel. (095) 737-6192, fax (095) 737-7278, www.infitecs.ru]. The company offers the ViPNet family of products to protect information transmitted over open communication channels that support TCP / IP protocols. ViPNet is a software package that allows you to organize a virtual network that is protected from unauthorized access to class 1B for automated systems. As a cryptographic core of the system, the development of Infotex, certified by FAPSI, is used.

To better understand the effect of the advertising mechanism, consider a few examples.

The first example. Let's take a closer look at the game - the spectacle “Field of Miracles”. The well-known game has a huge army of its fans who would like to take part in the game, but there are game rules and they do not allow it. There is a powerful, lively spectacle and there is a great temptation to engage and activate fans and contemplators of the game - spectacles in a new quality, i.e. try to transfer them to the camp of the players. If you conduct a wide survey among the population regarding the most common concepts and brands of Russia, then it will most likely be Putin, Gazprom, Field of Miracles, Lokomotiv, Spartak. So, we select the “Field of Miracles” brand, which will become the object of the mass game. All spectators and admirers of the spectacle game “Field of Miracles” are potential potential players of the mass game. A massive game becomes a logical continuation of the game - spectacles and many fans of this game will become active and interested participants. In the spectacle game “Field of Miracles” and in the mass game, decomposition of the object of the game into its constituent elements is applied. Only in the first game is this a guessing of an element in a closed game object from a limited set (letters of the alphabet). In the second case, this is a decomposition of the open object of the game - the brand - into its constituent elements (symbols, signs, hieroglyphs, numbers) in order to determine the numerical parameters corresponding to these constituent elements using mathematical methods. In the first case, the result of the game is the requirement to determine (guess) the object of the game in the order of the game queue, in the second case, the result of the game is the requirement to predict (or guess) a set of numerical parameters corresponding to the constituent elements of the game object and resulting from the mathematical law of choosing a random value on the set numbers.

The method of conducting the lottery is a tool for implementing the inventive method of advertising, because until today, the advertising technology has included the person’s natural ability to “see” and “hear,” and the new method of advertising includes another person’s natural ability to “make movements”, and the method of advertising uses movements acquired in the process of teaching language and writing - “take pen and write ”, in other words, the movement“ write ”passes into a new quality -“ perceive information ”. At the time of branding movements, a person simultaneously includes the ability to "see", i.e. another advertising action is being performed. In general, the entire cycle of the game includes two stages of advertising impact on the player: the first, at the time of filling out the game option - “take a pen and write a brand” and “see” and the second, at the time of the television circulation - “see” and “ hear".

The game is fleeting in time (from two to five minutes) and can be built into the logical technology of the spectacle game “Field of Miracles”.

You can predict the number of people playing in this game using the example of another spectacle game: Russian Lotto. This 45-minute spectacle has 1.5 million players. The prospects of the game as a continuation of the logical chain of "Fields of Miracles" are more preferable, because the spectacle game "Field of Miracles" brings together a much more powerful audience.

Another example. This is McDonald's (McDonald's) - 30,000 eateries scattered around the world, 46 million visitors a year (Vedomosti newspaper No. 91 (654) dated May 30, 2002). In the American market (13100 eateries), company sales are steadily declining. In Russia, too, fatigue from the McDonald's brand may soon develop.

Chief Financial Officer Matthew Poll says the company will launch a “non-food project” in two years. Various analysts suggest that this may be cross-marketing, when one company uses a network of its points to market the goods of another company or, by installing computers in eateries, provide real estate information with the federal mortgage corporation Freddie Mac or trade in brands, video tapes , hours, so that it is not bulky and not particularly expensive product, or to sell a place on the back of checks or to advertise on video screens. The latter is confirmed by the fact that the special menu “Extra Value Meal”, ordered at McDonald's in Manhattan, offers visitors an hour of Internet access. Intel and McDonald's have signed an agreement to provide Intel Centrino wireless access technology with a fast-food restaurant chain. Intel planned in 2003 to launch about 10 thousand access points in fifteen countries (these are airports, hotels, popular restaurants) [see. CHIP magazine, article “Internet from the Chef”, May 2003, p.69].

So, to sell something other than food. And the company has this “something” - it's its own brand: “McDonald's” (or “McDonald's” in Russia). A tool for realizing such sales is the claimed method of advertising, when, for example, at the time of sale of any dish, the right is granted to order a free game option for the next lottery draw or to pay game options for one or more lottery runs, or to pay game options for all runs throughout the day because It is proposed to hold lottery runs every hour or to order a personal lottery run. A game wave with a period of one hour rolls from east to west in the same way as a wave in the bowl of the stadium, which is created by fans at a football match. A paid cash receipt with identification data (country code, city code or postal code, cash register code, receipt number, date, time - these are unique identification data) is the document by which possible winnings will be issued. The identification data presented in the form of a barcode on the check of the cash register allows you to automate the entry into the system of the central unit through the electronic data transfer system (Internet) of electronic images of cards with game options, which are generated using monitors with a touch screen and display of game options on paper media in symbolic form (in the form of letters and numbers) or in the form of a bar code, where the letters can be indicated by the serial number of the letter in the alphabet. The true results of the lottery are transmitted through an electronic data transfer system to the big screen or computer monitors. Winning game options can be registered at the place of their formation and payment and paid in accordance with the rules for issuing winnings. Of course, paid and free game options have different prize pools.

One cent of deductions from each order will allow you to create a prize pool of free gaming options of 500 thousand dollars a year. The company should also increase the prize pool in order to stimulate the promotion of its brand at the time of registration of the game option, as Every player must “take a pen and write - McDonald's” to participate in the game. “Grab a pen” is also a touch screen monitor, on which are allotted areas with the alphabet for typing a text image of the brand.

Consider an example from the field of sports. Champions League - the famous series of matches in Europe. The inventive method of advertising is perfect for the game model of football matches. For each football match in the game session (1-3 days), four (or two) lottery draws are held, when the brands of the teams and their sponsors (or only the brands of the teams) are selected as objects for the draw. All game options are paid. It is proposed to fill out from one to three game options for the best or most respected teams or the most prepared and capable in terms of the selection of players, the training process, the results of previous games, etc., i.e. make your forecast and fix it in the game version. At the end of the game session, when all the paired games of the competing teams are over, an additional draw is held for those game options, which will be the largest in some teams, i.e. all playing with a collective opinion on the principle of "majority" will choose from one to three teams claiming to be the best. Here for such game options, an additional lottery draw is held. Fans are given the right and opportunity to make a prediction of the best teams, possible future winners of the Champions League. The prize fund of such a draw is formed from the payment of these three game options and part of the prize fund of the game session from the first four (or two) game options or the entire prize pool of the game session, if it is not won due to the lack of winning game options. Rising higher and higher on the ladder of game sessions, this prize pool will be formed and played, and, finally, at the very top in the last match of the Champions League it will be played.

The inventive advertising method and the game method create and provide conditions for healthy rivalry between fans and fans, where the player’s intellect and abilities develop during the forecasting process and where the leveling influence of the collective opinion of all Champions League fans on the principle of “majority” will not allow any group fans manipulate public opinion.

Concluding the review of the application of the advertising method using examples, we can also say that the invoice forms come from Russian companies: “RAO EU” - payment for services for the supply of electricity; “Russian communal systems” and others. - payment for housing services; “Russian Railways” - payment for railway travel services; Aeroflot - payment for flight services by air. All these companies can become organizers and founders of such a game when four times a month runs are held in one run for each company or weekly runs for all companies at once simultaneously.

So, the result of increasing the impact on the advertiser is due to the fact that the mass game is a logical continuation of the spectacle game. For example, the game “Field of Miracles”, when the brand “Field of Miracles” becomes an object in a mass game, and in the mass game, the method of decomposing an object into constituent elements (symbol signs) is used, followed by reconstructing an object from its constituent elements as a result of passing through a series of game moments using the law of random numbers. In fact, the game process is a game television "cartoon", which can become a logical complement to the spectacle game. The simplicity of the correspondence between the symbolic and numerical parts provides the simplicity of forming (filling in a card) and predicting the true game result, and simplicity is one of the signs of mass character. In this example, many fans of the spectacle game "Field of Miracles" can become potential participants in the mass game.

The circle of advertisers is expanded due to the fact that one of the options filled in the card (account for payment for services) allows you to participate in the game for free. Financial support for this situation is provided by the companies participating in the project. But the stake is great too - brand advertising among all consumers of the services provided by the company in an unobtrusive dialogue mode. Granted the right to choose: if you want to play, fill out the card (one option is free and / or several options for a fee). Adults do not want to, children can do this, at least they will find out what the account is, what the cost is and what services exist, where payments are made, etc., if you want to have your own version of the game, go down and make the payment on the bill, help your parents. You look, and they pay more carefully. The technical solution to paying for paid gaming options is very simple - to increase the amount of payment for the bill by the value of the completed options. The difference between the cost of services and paid options for the game is calculated automatically when processing bills.

The applicability of the proposed method of advertising is due to the fact that the essence of the object of advertising - brand - is universal. Whatever area of life we consider, this entity is always present there. We can only cite those areas of life where this is quite feasible:

1) a raffle among the brands of musical groups and names of musicians, future winners of the musical Olympus - the world Grammy Award;

2) raffle among the brands of film companies, names of films and names of artists - winners in the annual world Academy Academy film show "Oscar";

3) a draw among the brands of automobile companies and the names of the pilots - winners of the Formula 1 competition;

4) a draw among the brands of the impressionario companies and the names of the great boxers - winners and prize winners of world boxing championships among professionals;

5) a draw among the brands of companies - manufacturers of cars, airplanes, computers, etc. at global exhibitions, fairs, salons;

6) a raffle among the brands of football clubs and their sponsors, the names of great football players in the European Champions League;

7) a draw among the brands of sponsor companies, countries of winners and the names of great athletes at any major sports forums: world championships and Olympic games;

8) a raffle among the brands of sponsor companies and national teams of countries participating in European, Asian, African, American and world football championships.

In any area of life, knowledge, production, the implementation of the proposed method of advertising is possible.

The effectiveness of advertising is due to the fact that:

1) significant funds can be accumulated to realize the material interest of the players, because The sources of the formation of the prize fund are: a) the players themselves, paying for the game versions of the expected true result; b) the companies participating in the project, and the companies have a steady and strong motive - simplicity in the implementation of the project, the breadth of the audience of advertisers (in most cases, groups of people are already united by common interests), the main essence, the main component of the image of companies is used in the method of advertising - brand name

2) the game process is implemented by means of television broadcasting to a large audience or locally using external information systems (for example, large screens in stadiums). In both cases, the game process is carried out in a dynamic, playful, entertaining manner, like a cartoon movie. The time of the game is from two to five minutes;

3) in some cases, the method of advertising provides for use as cards to fill in the game options of the form of accounts, because some companies already have a well-established technology for the distribution and collection of letterhead - accounts for payment and accounting of various types of utilities. Such companies may well take advantage of such a competitive advantage as the existence of an existing and organized audience of advertisers and a technical way to ensure the preparatory phase of the lottery draw;

4) the purchase of any product or service may be accompanied by an offer to buy one game card with a discount of 50, 75, 100 percent, which stimulates the purchase of goods or services. Such proposals are justified within the framework of the motives that guide the company. Ultimately, the consumption of goods and services by the population is stimulated, in addition, each consumer turns into a potential manufacturer of promotional products, because fills out a card (takes a pen and writes a text image of the brand, the name of the company or product) and the advertiser of the advertising products during the lottery.

5) the organizers of the game - the owners of world brands - seek to expand and strengthen the range of their brand and, if possible, minimize costs when developing a brand promotion strategy. The inventive method of advertising, which incorporates the fundamental component of branding, provides such an opportunity, because payment for an advertising company in some part and advertising actions with advertising media are made by the recipients themselves, i.e. playing.

Massiveness of the game is achieved due to the proposal to use the already formed queuing technologies, in which the system of individual identification, address distribution of registration forms, collection of completed forms, processing of the filled information is debugged. These are such groups of people for whom a complete closed cycle of document movement is organized. Companies with similar technologies can use them to conduct unobtrusive, soft advertising campaigns. These technologies include the use of payment invoice forms: for gas consumption (Gazprom); for the consumption of light (“RAO EU”); for housing services ("Russian utility systems"); for telephone services. Companies such as: Russian Railways and Aeroflot have a computerized super-mass volume of tickets sold. Using the identification information of the ticket when filling out game cards, it is possible to conduct an advertising campaign unusual for today. The realization of "mass" is also achieved through the proposal to use groups of people that have already been formed and organized on the principles of common interests. Such groups include fans and fans of football clubs or football fans of countries participating in world championships, Europe, etc., music and film lovers at various competitions (Eurovision music award, Grammy music award, Oscar award "), Groups of people rooting for Formula 1 pilots, etc. etc.

Claims (5)

1. The method of advertising, which consists in placing and submitting an advertising symbol in the cells of the lottery grid applied to the advertising medium, wherein in a time interval previously known to the owner of the advertising medium, a changing image of the lottery grid corresponding to the lottery grid applied to the advertising medium shows the cells of the lottery grid denoted by numbers and / or letters, and the gain is determined if at any point in time the displayed image of the lottery grid coincides with the lottery nets on an advertising medium, characterized in that in each cell of the lottery nets a part of the advertising symbol is placed, while the placement of the advertising symbol and the designation of the cells of the lottery grid on the advertising medium are provided to the holder thereof, at least the placement of the advertising symbol before a known time interval, with fixing his participation in the drawing, and the positioning of the cells of the displayed image of the lottery grid is carried out using a random number generator or computer program means of at least two arrays of numbers and / or letters. 2. The method according to claim 1, characterized in that the surname, name or part of the name of the company, trademark or trade name of the product is selected as an advertising symbol. 3. The method according to claim 1, characterized in that as an advertising medium choose a ticket to the participant of a collective entertainment event or a ticket. 4. The method according to claim 1, characterized in that the receipt of payment for services is selected as an advertising medium, and the name or trademark of a service provider is selected as an advertising symbol, while participation in the drawing is fixed when paying for the corresponding services. 5. The method according to claim 1, characterized in that a fiscal receipt or a discount card is selected as the advertising medium, and the name or trademark of the seller or manufacturer of related products as the advertising symbol.