WO2014058408A1 - Method for advertising and promoting goods and services - Google Patents

Method for advertising and promoting goods and services Download PDF

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Publication number
WO2014058408A1
WO2014058408A1 PCT/UA2013/000119 UA2013000119W WO2014058408A1 WO 2014058408 A1 WO2014058408 A1 WO 2014058408A1 UA 2013000119 W UA2013000119 W UA 2013000119W WO 2014058408 A1 WO2014058408 A1 WO 2014058408A1
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WIPO (PCT)
Prior art keywords
packaging
information
goods
advertising
services
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PCT/UA2013/000119
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French (fr)
Russian (ru)
Inventor
Владимир Иванович КОСТЕНКО
Original Assignee
Kostenko Volodymyr Ivanovych
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Publication of WO2014058408A1 publication Critical patent/WO2014058408A1/en

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Classifications

    • G—PHYSICS
    • G09—EDUCATION; CRYPTOGRAPHY; DISPLAY; ADVERTISING; SEALS
    • G09F—DISPLAYING; ADVERTISING; SIGNS; LABELS OR NAME-PLATES; SEALS
    • G09F23/00—Advertising on or in specific articles, e.g. ashtrays, letter-boxes
    • G—PHYSICS
    • G09—EDUCATION; CRYPTOGRAPHY; DISPLAY; ADVERTISING; SEALS
    • G09F—DISPLAYING; ADVERTISING; SIGNS; LABELS OR NAME-PLATES; SEALS
    • G09F27/00—Combined visual and audible advertising or displaying, e.g. for public address
    • B—PERFORMING OPERATIONS; TRANSPORTING
    • B65—CONVEYING; PACKING; STORING; HANDLING THIN OR FILAMENTARY MATERIAL
    • B65D—CONTAINERS FOR STORAGE OR TRANSPORT OF ARTICLES OR MATERIALS, e.g. BAGS, BARRELS, BOTTLES, BOXES, CANS, CARTONS, CRATES, DRUMS, JARS, TANKS, HOPPERS, FORWARDING CONTAINERS; ACCESSORIES, CLOSURES, OR FITTINGS THEREFOR; PACKAGING ELEMENTS; PACKAGES
    • B65D2203/00—Decoration means, markings, information elements, contents indicators
    • B65D2203/02—Labels
    • B—PERFORMING OPERATIONS; TRANSPORTING
    • B65—CONVEYING; PACKING; STORING; HANDLING THIN OR FILAMENTARY MATERIAL
    • B65D—CONTAINERS FOR STORAGE OR TRANSPORT OF ARTICLES OR MATERIALS, e.g. BAGS, BARRELS, BOTTLES, BOXES, CANS, CARTONS, CRATES, DRUMS, JARS, TANKS, HOPPERS, FORWARDING CONTAINERS; ACCESSORIES, CLOSURES, OR FITTINGS THEREFOR; PACKAGING ELEMENTS; PACKAGES
    • B65D2203/00—Decoration means, markings, information elements, contents indicators
    • B65D2203/12—Audible, olfactory or visual signalling means
    • Y—GENERAL TAGGING OF NEW TECHNOLOGICAL DEVELOPMENTS; GENERAL TAGGING OF CROSS-SECTIONAL TECHNOLOGIES SPANNING OVER SEVERAL SECTIONS OF THE IPC; TECHNICAL SUBJECTS COVERED BY FORMER USPC CROSS-REFERENCE ART COLLECTIONS [XRACs] AND DIGESTS
    • Y02—TECHNOLOGIES OR APPLICATIONS FOR MITIGATION OR ADAPTATION AGAINST CLIMATE CHANGE
    • Y02W—CLIMATE CHANGE MITIGATION TECHNOLOGIES RELATED TO WASTEWATER TREATMENT OR WASTE MANAGEMENT
    • Y02W30/00—Technologies for solid waste management
    • Y02W30/50—Reuse, recycling or recovery technologies
    • Y02W30/80—Packaging reuse or recycling, e.g. of multilayer packaging

Definitions

  • the invention relates to methods for advertising goods and services and can be used in the manufacture of goods and packaging, distribution or sale of goods and packaging to provide consumers with the opportunity to receive relevant, updated, comprehensive information about the advertised goods or services and other useful information convenient for familiarization and perception performance.
  • the prior art method of advertising goods or services (Ukrainian Patent JY O 27205A, MGZH G09F 15/00; G09F23 / 10, publ. 08/15/2000, bull. 3), which consists in the visual presentation of advertising information about goods and services in the trade an enterprise or information enterprise that is directly related to this enterprise or is not directly related to this enterprise.
  • advertisements are presented on paper or plastic media such as booklets, leaflets, magazines, illustrated publications and advertise in commercial enterprises or service delivery locations.
  • this method has the following disadvantages: it is impossible to reach a wide range of potential buyers and users of goods and services with advertising.
  • the implementation of this method is possible only at the points of sale of goods or services, it is possible to carry out such advertising only if the consumer pays attention to the advertising medium, is interested in and accepts for further acquaintance.
  • the disadvantages of this method include the impossibility of updating advertising information, the consumer receiving advertising information only at points of sale of goods, which makes this method not effective enough.
  • the closest analogue is the method of advertising and promotion of goods on the market (Patent of Ukraine ⁇ ° 4090, IPC G09F 23/00, published on December 15, 2004, bull. 12), including the selection and production of visual information and applying them to the goods and / or packaging of goods .
  • Information is selected by sources that are not directly related to the goods, while the goods and / or packaging of the goods are additionally referenced with information sources, for example, the addresses of Internet sites on which the selected information is presented in more detail.
  • the basis of the invention is the task of creating a new method of advertising and promotion of goods and services with advanced features of the storage medium and the use of packaging.
  • the problem is achieved by the fact that according to the method of advertising and promotion of goods and / or services, including the selection of information, placement on the packaging, according to the invention, after the selection of information, a storage medium is made and placed on the packaging, the media is made as electronic or paper, or using transparent or translucent or opaque film, or another and any form, the presentation of information is carried out visually and / or by means of sound and / or light effects, and the information carrier tion is placed with the possibility of updating and / or replacing the outside and / or inside the packaging.
  • the information on the package is updated and / or a new medium with updated information is made and placed on the package instead of or in addition to the previous information medium.
  • both single-use packaging and reusable, mainly reusable, packaging for drinking water, drinks, for the delivery of drinking water or otherwise are used as packaging.
  • the technical result is to ensure the versatility of packaging and the full use of packaging.
  • the method is as follows.
  • a storage medium is made and placed on the packaging.
  • the media can be made as electronic, paper or using a transparent or translucent or opaque film, or other.
  • the medium may be of any shape.
  • Presentation of information is carried out visually and / or by means of sound and / or light effects, and the information carrier is placed with the possibility of updating and / or replacement outside and / or inside the package. They monitor the relevance of the information provided and, if necessary, the information carrier or only the information is replaced with an updated one. It is possible to place additional storage media on one package.
  • This method can be carried out with the placement of storage media on any packaging - both disposable and reusable.
  • advertising information is applied to a bottle (capacity) for the supply of drinking water to office, residential and other premises in any way, or branding of a bottle (capacity) for the supply of drinking water to office, residential and other premises, use auxiliary means of advertising on the bottle (containers) for the supply of drinking water to office and other premises.
  • the proposed method can ensure that the information reaches the consumer on time.
  • a long-term impact is achieved on the target audience due to the periodic exposure of an advertising message in the field of view of consumers.
  • Information is always up-to-date, well-received and useful in its content.

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  • Physics & Mathematics (AREA)
  • General Physics & Mathematics (AREA)
  • Engineering & Computer Science (AREA)
  • Theoretical Computer Science (AREA)
  • Management, Administration, Business Operations System, And Electronic Commerce (AREA)
  • Packages (AREA)

Abstract

The invention relates to methods for advertising goods and services and can be used during the manufacture, distribution or sale of goods and packaging. The method for advertising and promoting goods and/or services involves selecting information and placing same on packaging. Once the information has been selected, an information carrier is prepared and placed on a packaging; the information is presented visually and/or with the aid of sound and/or light effects, and the information carrier is placed outside and/or inside the packaging in such a way that it can be updated and/or replaced. After a certain period of time, the information on the packaging is updated and/or a new carrier with updated information is prepared and placed on the packaging in place of or in addition to the previous information carrier. The packaging can be in the form of either disposable or reusable packaging, preferably reusable packaging for drinking water and other beverages or for the delivery of drinking water, etc. The technical result is that of rendering packaging versatile and multipurpose.

Description

Способ рекламирования и продвижения товаров и услуг  The method of advertising and promotion of goods and services
Изобретение относится к способам рекламирования товаров и услуг и может быть использовано при изготовлении товаров и упаковок, распространении или продаже товаров и упаковок для предоставления потребителям возможности получать актуальную, обновляемую, емкую информацию о рекламируемых товарах или услугах и другую полезную информацию в удобном для ознакомления и восприятия исполнении. The invention relates to methods for advertising goods and services and can be used in the manufacture of goods and packaging, distribution or sale of goods and packaging to provide consumers with the opportunity to receive relevant, updated, comprehensive information about the advertised goods or services and other useful information convenient for familiarization and perception performance.
Из уровня техники известен способ рекламы товаров или услуг (Патент Украины JYO 27205А, МГЖ G09F 15/00; G09F23/10, опубл. 15.08.2000, бюл. 3), который заключается в визуальном представлении рекламной информации о товарах и услугах в торговом предприятии или информационном предприятии, которые имеют прямое отношение к данному предприятию или не имеют прямого отношения к данному предприятию. В известном способе рекламу представляют на бумажных или пластиковых носителях, таких как буклеты, листовки, журналы, иллюстрированные издания и размещают рекламу в торговых предприятиях или местах предоставления услуг. The prior art method of advertising goods or services (Ukrainian Patent JY O 27205A, MGZH G09F 15/00; G09F23 / 10, publ. 08/15/2000, bull. 3), which consists in the visual presentation of advertising information about goods and services in the trade an enterprise or information enterprise that is directly related to this enterprise or is not directly related to this enterprise. In the known method, advertisements are presented on paper or plastic media such as booklets, leaflets, magazines, illustrated publications and advertise in commercial enterprises or service delivery locations.
Однако данному способу присущи следующие недостатки: невозможно охватить рекламой большой круг потенциальных покупателей и пользователей товарами и услугами. Кроме того, осуществление этого способа возможно лишь только в местах продажи товаров или оказания услуг, осуществить такую рекламу можно только в том случае, если потребитель обратит внимание на рекламный носитель, заинтересуется и примет для дальнейшего ознакомления.  However, this method has the following disadvantages: it is impossible to reach a wide range of potential buyers and users of goods and services with advertising. In addition, the implementation of this method is possible only at the points of sale of goods or services, it is possible to carry out such advertising only if the consumer pays attention to the advertising medium, is interested in and accepts for further acquaintance.
Известный способ рекламы и стимулирования продвижения товара на рынке (Патент Украины JSTs 60975 А, МПК G09F 23/00, опубл. 15.10.2003, бюл. 10), который предусматривает изготовление рекламной информации, распространение ее среди потенциальных потребителей товара и предоставление им материальных преимуществ в случае приобретения рекламируемого товара. На упаковку изделия наносят рекламную информацию, условия розыгрыша призов и индивидуальное для каждого изделия обозначение из двух цифр, первая из которых является порядковым номером изделия (предназначено для розыгрыша), а вторая - комбинацией случайных цифр (выполняет защитную функцию), а розыгрыш призов проводят по компьютерной программе с ограничением максимального значения первого числа в зависимости от объема продаж, при этом розыгрышу призов предшествует телевизионная рекламная поддержка, а результаты розыгрыша публикуются в прессе. A known method of advertising and promoting the promotion of goods on the market (Ukrainian Patent JSTs 60975 A, IPC G09F 23/00, publ. 10/15/2003, bull. 10), which provides for the production of advertising information, its distribution among potential consumers of the product and providing them with material advantages in case of purchase of the advertised product. On the packaging of the product is applied advertising information, conditions for the drawing of prizes and an individual designation of two numbers for each product, the first of which is the serial number of the product (intended for the drawing), and the second by a combination of random numbers (performs a protective function), and the prize drawing is carried out according to a computer program with a maximum the values of the first number depending on the sales volume, while the prize drawing is preceded by television advertising support, and the results of the drawing are published in the press.
К недостаткам данного способа следует отнести невозможность обновления рекламной информации, получение потребителем рекламной информации только в местах продажи товаров, что делает такой способ недостаточно эффективным.  The disadvantages of this method include the impossibility of updating advertising information, the consumer receiving advertising information only at points of sale of goods, which makes this method not effective enough.
Ближайшим аналогом выбран способ рекламирования и продвижения товара на рынке (Патент Украины Ν° 4090, МПК G09F 23/00, опубл. 15.12.2004, бюл. 12), включающий подбор и изготовление визуальной информации и нанесения их на товар и/или упаковку товара. Подбор информации ведут по источникам, которые не относятся непосредственно к товару, при этом на товар и/или упаковку товара дополнительно наносят ссылки на источники информации, например, адреса интернет-сайтов, на которых отобранная информация представлена более подробно.  The closest analogue is the method of advertising and promotion of goods on the market (Patent of Ukraine Ν ° 4090, IPC G09F 23/00, published on December 15, 2004, bull. 12), including the selection and production of visual information and applying them to the goods and / or packaging of goods . Information is selected by sources that are not directly related to the goods, while the goods and / or packaging of the goods are additionally referenced with information sources, for example, the addresses of Internet sites on which the selected information is presented in more detail.
К недостаткам такого способа рекламирования и продвижения товара на рынке следует отнести необходимость потребителям прилагать усилия и тратить дополнительно время на поиск более подробной информации кроме той, что указана на товаре или упаковке, в других источниках, что не всегда удобно и поэтому не всегда могут быть привлечены потенциальные потребители.  The disadvantages of this method of advertising and promotion of goods on the market include the need for consumers to make efforts and spend additional time searching for more detailed information other than that indicated on the product or packaging in other sources, which is not always convenient and therefore can not always be brought potential consumers.
В основу изобретения поставлена задача создания нового способа рекламирования и продвижения товаров и услуг с расширенными возможностями размещения носителя информации и использования упаковки. Поставленная задача достигается тем, что по способу рекламирования и продвижения товаров и/или услуг, включающему подбор информации, размещение на упаковке, согласно изобретению, после подбора информации изготавливают носитель информации и размещают его на упаковке, носитель выполняют как электронный или бумажный, или с использованием прозрачной или полупрозрачной или непрозрачной пленки, или иного и какой либо формы, представление информации осуществляют визуально и/или с помощью звукового и/или светового эффектов, а носитель информации размещают с возможностью обновления и/или замены снаружи и/или внутри упаковки. The basis of the invention is the task of creating a new method of advertising and promotion of goods and services with advanced features of the storage medium and the use of packaging. The problem is achieved by the fact that according to the method of advertising and promotion of goods and / or services, including the selection of information, placement on the packaging, according to the invention, after the selection of information, a storage medium is made and placed on the packaging, the media is made as electronic or paper, or using transparent or translucent or opaque film, or another and any form, the presentation of information is carried out visually and / or by means of sound and / or light effects, and the information carrier tion is placed with the possibility of updating and / or replacing the outside and / or inside the packaging.
Согласно изобретению через определенный период времени обновляют информацию на упаковке и/или изготавливают новый носитель с обновленной информацией и размещают его на упаковке вместо или в дополнение к предыдущему носителю информации.  According to the invention, after a certain period of time, the information on the package is updated and / or a new medium with updated information is made and placed on the package instead of or in addition to the previous information medium.
Согласно изобретению в качестве упаковки используют как одноразовую упаковку, так и многоразовую, преимущественно многоразовую упаковку для питьевой воды, напитков, для доставки питьевой воды или иного.  According to the invention, both single-use packaging and reusable, mainly reusable, packaging for drinking water, drinks, for the delivery of drinking water or otherwise are used as packaging.
Технический результат заключается в обеспечении универсальности упаковки и всестороннего использования упаковки.  The technical result is to ensure the versatility of packaging and the full use of packaging.
Способ осуществляют следующим образом.  The method is as follows.
После подбора информации, осуществления ее компоновки и дизайна на образце, например, в электронном виде или другом, изготавливают носитель информации и размещают его на упаковке. Носитель может быть выполнен как электронный, бумажный или с использованием прозрачной или полупрозрачной или непрозрачной пленки, или иной. Носитель может иметь любую форму.  After the selection of information, the implementation of its layout and design on the sample, for example, in electronic form or another, a storage medium is made and placed on the packaging. The media can be made as electronic, paper or using a transparent or translucent or opaque film, or other. The medium may be of any shape.
Представление информации осуществляют визуально и/или с помощью звукового и/или светового эффектов, а носитель информации размещают с возможностью обновления и/или замены снаружи и/или внутри упаковки. Отслеживают актуальность предоставляемой информации и при необходимости носитель информации или только информацию заменяют на обновленную. Возможно размещение дополнительных носителей информации на одной упаковке. Presentation of information is carried out visually and / or by means of sound and / or light effects, and the information carrier is placed with the possibility of updating and / or replacement outside and / or inside the package. They monitor the relevance of the information provided and, if necessary, the information carrier or only the information is replaced with an updated one. It is possible to place additional storage media on one package.
Данный способ можно осуществлять с размещением носителей информации на любой упаковке - как одноразового, так и многоразового использования.  This method can be carried out with the placement of storage media on any packaging - both disposable and reusable.
Например, рекламную информацию наносят на бутыль (емкость) для поставки питьевой воды в офисные, жилые и другие помещения любым способом, либо осуществляют брендирование бутыли (емкости) для поставки питьевой воды в офисные, жилые и другие помещения, используют вспомогательные средства размещения рекламы на бутыли (емкости) для поставки питьевой воды в офисные и другие помещения.  For example, advertising information is applied to a bottle (capacity) for the supply of drinking water to office, residential and other premises in any way, or branding of a bottle (capacity) for the supply of drinking water to office, residential and other premises, use auxiliary means of advertising on the bottle (containers) for the supply of drinking water to office and other premises.
Предлагаемый способ может гарантировать, что информация вовремя дойдет до потребителя. Достигается воздействие на протяжении длительного времени на целевую аудиторию за счет периодического попадания рекламного сообщения в поле зрения потребителей. Информация всегда актуальна, хорошо воспринимается и является полезной по своему содержанию.  The proposed method can ensure that the information reaches the consumer on time. A long-term impact is achieved on the target audience due to the periodic exposure of an advertising message in the field of view of consumers. Information is always up-to-date, well-received and useful in its content.

Claims

Формула Formula
1. Способ рекламирования и продвижения товаров и/или услуг, включающий подбор информации, размещение на упаковке, который отличается тем, что после подбора информации изготавливают носитель информации и размещают его на упаковке, носитель выполняют как электронный или бумажный, или с использованием прозрачной или полупрозрачной, или непрозрачной пленки, или иного и какой либо формы, представление информации осуществляют визуально и/или с помощью звукового и/или светового эффектов, а носитель информации размещают с возможностью обновления и/или замены снаружи и/или внутри упаковки. 1. The method of advertising and promotion of goods and / or services, including the selection of information, placement on the packaging, which is characterized in that after the selection of information, a storage medium is made and placed on the packaging, the media is made as electronic or paper, or using transparent or translucent , or an opaque film, or another and any form, the presentation of information is carried out visually and / or by means of sound and / or light effects, and the storage medium is placed with the possibility of updating ia and / or replacements outside and / or inside the package.
2. Способ рекламирования и продвижения товаров и/или услуг по п. 1 , который отличается тем, что через определенный период времени обновляют информацию на упаковке и/или изготавливают новый носитель с обновленной информацией и размещают его на упаковке вместо или в дополнение к предыдущему носителю информации.  2. The method of advertising and promotion of goods and / or services according to claim 1, characterized in that after a certain period of time the information on the package is updated and / or a new medium is made with updated information and placed on the package instead of or in addition to the previous medium information.
3. Способ рекламирования и продвижения товаров и/или услуг по п. 1 , который отличается тем, что в качестве упаковки используют как одноразовую упаковку, так и многоразовую, преимущественно многоразовую упаковку для питьевой воды, напитков, для доставки питьевой воды или иного.  3. The method of advertising and promotion of goods and / or services according to claim 1, characterized in that both disposable packaging and reusable, mainly reusable packaging for drinking water, drinks, for delivering drinking water or otherwise are used as packaging.
PCT/UA2013/000119 2012-10-11 2013-10-04 Method for advertising and promoting goods and services WO2014058408A1 (en)

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UAU201211778 2012-10-11
UAU201211778U UA81052U (en) 2012-10-11 2012-10-11 Method for advertising and merchandising

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