Managing intellectual property in the advertisting industry Managing intellectual property in the advertisting industry

Managing intellectual property in the advertisting industry :عنوان

نویسنده: WIPO

ناشر: WIPO - سال انتشار: 2014

قیمت: 480,000 ریال

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Advertising is not a new or recent activity. It has existed ever since man started producing and trading goods. Already in ancient Egypt and Sumer, in 3,000 BC, shoemakers and scribes promoted their services on clay tablets. Manufacturers of tableware and amphora clay vessels affixed their specific stamps (emblems, logos) to their products. Greek and Phoenician merchants used town criers to proclaim the arrival of their ships laden with grain, wine and spices. Nowadays, businesses try to attract customers in the traditional way with fancy business signs, pamphlets, brochures, billboards, press announcements, radio and TV commercials, telephone solicitations, door drops, commercial text messages, but also relying increasingly on the Internet and the digital environment to disseminate banners1 and pop-ups,2 e-mail advertisements (marketing),3 rich media advertisements4 and many other advertising techniques and tools.5 Advertising and publicity have developed in parallel with the modern consumer society. During the early years of capitalism in the late eighteenth and early nineteenth centuries, goods and services did not need much advertising and publicity as they were offered to an “empty” local market. With the increasing number of manufacturers and the internationalization of trade and commerce, competition became tougher, and more similar or identical goods were available on the market. Businesses felt more of a need to advertise the qualities and features of their goods and services to distinguish them from their competitors’ goods and services. Finally, during the last 15–20 years of the twentieth century – with the saturation of markets, the drastic reduction in product lifespans, the globalization of trade and manufacturing and the avalanche of information disseminated without borders – businesses started not only advertising their goods and services but actively creating needs and investing resources therein. Advertising became a product and service in itself.

دسته بندی حقوقی
موضوع اصلی حقوق مالکیت فکری
موضوع فرعی حقوق مالکیت فکری
نویسنده WIPO
مترجم
ناشر WIPO
نوبت چاپ 1
سال انتشار 2014
زبان کتاب انگلیسی
شابک
قطع کتاب وزیری
جلد کتاب شومیز
تعداد صفحه 118 صفحه
وزن 600 گرم
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