WO2006037280A2

WO2006037280A2 - Advertising medium

Info

Publication number: WO2006037280A2
Application number: PCT/CZ2005/000018
Authority: WO
Inventors: Dana Nemcova
Original assignee: TOVA, s.r.o.
Priority date: 2004-10-06
Filing date: 2005-02-11
Publication date: 2006-04-13
Also published as: WO2006037280A3; CZ14941U1

Abstract

The advertising medium is formed by a solid transparent surface located in frame and fixed to the ground communication, mostly a pavement or its part, or another contact surface in order to fulfil pedestrians safety and to give notice of the pedestrian crossing. The advertisement is located under the transparent surface.

Description

Advertising medium

Technical area

The technical solution is related to a advertising medium

Current condition of technology

One of the ways product and service information is disseminated among consumers is by means of advertising. Means of advertising can be divided into direct advertising and mass advertising. Direct advertising includes, but is not limited to, personal contact with potential customers, and mainly entails the delivery of advertisements by mail and personal calls over the telephone. Mass advertising includes, in particular, advertising via the mass media, such as television, newspapers, magazines, radio, and outdoor media. There is also advertising via promotional events located directly at or very near points of sale. These include posters, stalls, pictures, and hostesses.

As regards television and radio commercials, potential customers only notice them over short intervals of time; after hearing or seeing a commercial, customers do not have the option or returning to the commercial immediately or examining it in more detail. The costs of radio and, especially, television advertising are much higher than with other media. Another drawback of television is that, during a commercial break, the audience could move away from the television, switch channels, or use new technological developments enabling them to watch a recorded broadcast which automatically skips commercial breaks.

Of all the different media, the printed media, such as newspapers and magazines, have the best chance of transmitting information, because the material remains at the disposal of readers, readers can read at their own pace and at a time that suits them best, and the material can be impressively drawn up, with the possibility of providing comprehensive, detailed, and lengthy information. However, here too readers easily avoid the effect of advertising by simply skipping the page with the advertising content if it fails to catch their attention immediately. Outdoor advertising, such as the various types of billboard and advertising spaces on vehicles, has the advantage that it is focused much more locally, and is mainly suitable for smaller companies who cannot afford to advertise in the media. The disadvantage of advertising space located on and along roads is that it distracts drivers and could cause accidents. Another downside of posters is that they are exposed to the effects of the weather and vandals, which can ultimately lead to advertising losses. These disadvantages are partially eliminated by 'city lights', although these cannot be placed at all the necessary locations and can be an obstacle to sight-impaired people, mothers with prams, etc.

Not least, the price of advertising is important, e.g. television commercials are too costly. With the other types of advertising, we can mention disadvantages related to their duration, the life of advertising material is often much shorter, and is often damaged by the weather, mechanical influences, etc.

The essence of the technical solution

The above-mentioned drawbacks are eliminated considerably by the means of advertising under this technical solution, the essence of which is that it is composed, at least in part, of a diaphanous and/or transparent surface located horizontally at the level of a surface for the movement and/or standing of persons or means of transport under which the advertising is situated.

In the more expedient design, the advertising is fitted with lighting. The diaphanous and/or transparent surface should have an anti-slip surface, labelling for the sight impaired, or another form of warning.

It would be an advantage to fit the advertising with equipment for the regular replacement of the advertising motif, e.g. 3D advertising.

The significant benefits of this means of advertising include the fact that the production costs are very low compared with the duration of use, and removal is very quick and easy. An important benefit here is the advantage for the reconstruction of outdoor surfaces, such as pavements, which will be easy to maintain thanks to these surfaces. There is the possibility, during assembly, of combining this means of advertising with pavement ramps for wheelchairs and prams.

Also, if located at pedestrian crossings, these crossings will be clearly visible during the night. This means of advertising contains a significant safety element for pedestrians and traffic, because these places are visible and form an aesthetically interesting part of municipalities.

Overview of the figures in the drawings

The technical solution will be described in more detail in examples of the specific design by means of the enclosed drawings; Figures 1 to 8 depict, from above, the variations of the means of advertising in accordance with this technical solution.

Examples of the design of the technical solution

Figure 1 depicts the means of advertising from above, with a diaphanous or transparent panel made of glass or plasmas. Figure 2 depicts a further design of the means of advertising, with a diaphanous or transport panel; under this panel (along the sides) there is lighting I in the form of a light fitting. Figure 3 depicts the means of advertising with a diaphanous or transparent panel which is fitted with an anti-slip surface 2. Figure 4 depicts another means of advertising with a diaphanous or transparent panel, which is fitted with surface points 3 to warn the sight impaired. Figure 5 depicts a means of advertising where, under a diaphanous or transparent panel, a changing advertisement is located which is driven by a mechanism 4. Figure 6 depicts a means of advertising where, under a diaphanous or transparent panel a 3D advertisement is located 5. Figure 7 depicts a means of advertising where the walking surface is fitted with a metal frame 6. Figure 8 depicts a means of advertising where the walking surface is fitted with a metal frame 6 containing points of light 7. Therefore, the means of advertising is generally formed by a transparent surface located horizontally at the level of the surface used for the movement of people, i.e. at the level of the pavement, in the vicinity of a pedestrian crossing, and an advertisement is located under this transparent surface in the form of an advertising poster fitted with lights. The upper walking surface of the transparent surface is fitted with anti-slip material 2 and signs in the form of surface points 3 for the sight impaired. The advertising is fitted with equipment to ensure the regular changing of the advertising motif. The transparent surface is located in metal frame 6, which can be fitted with points of light 7.

The whole of the walking panel is made of a glass surface and is inserted in the frame 6, which has hinges and equipment to unlock and open the panel so that it is guaranteed to be watertight an d the advertising surface can be frequently and quickly changed.

Under the level of the panel, there is space fitted with light fixtures, which are connected in such a manner that they light up or beam light through the advertising surface; they are connected in accordance with valid standards.

When inserting the walking panel, preferably into a pavement, part of the pavement is altered so that the ramp, i.e. the kerb, is at the same level as the road or other surface so that there are no edges, thus ensuring that easy access for wheelchairs and prams.

Besides pavements, this means of advertising can also be used in shops, arcades, car parks, etc.

Industrial application

The means of advertising designed in accordance with this technical solution can be used primarily in the construction and reconstruction of pavements, and can be used to make pedestrian crossings more visible; it can also be used in arcades, shopping areas, car parks, etc.

Claims

Claims to Protection

1. A means of advertising, distinguishable in that it is composed at least in part of a diaphanous and/or transparent surface positioned horizontally at the level of the surface for the movement and/or standing of persons or traffic under which the advertising is located.

2. The means of advertising under claim 1, distinguished by the fact that the advertising is fitted with lighting (1).

3. The means of advertising under claim 1 or 2, distinguished by the fact that the diaphanous and/or transparent surface is fitted with an anti-slip surface (2).

4. The means of advertising under claim 1 or 2, distinguished by the fact that the diaphanous and/or transparent surface is fitted with signs for the sight impaired.

5. The means of advertising under any of the above-mentioned claims, distinguished by the fact that the advertising is fitted with equipment for the regular replacement of the advertising motif.

6. The means of advertising under any of the above-mentioned claims, distinguished by the fact that the advertising is composed of 3D advertisements.

7. The means of advertising under any of the above-mentioned claims, distinguished by the fact that the advertising is composed of a diaphanous or transparent surface to which a frame is attached (6).

8. The means of advertising under any of the above-mentioned claims, distinguished by the fact that the advertising is composed of a diaphanous or transparent surface to which an illuminating frame is attached.