ADVT 250 Final: ADV 250 FINAL STUDY GUIDE
Document Summary
11/10/09: registers a name under which you do business, application process through u. s. trademark and patent office, can be a word or a symbol or both. Ex: coca-cola classic, nike, tony the tiger, delta, google: must say that mark/name is a registered tm of a specific company if you use another"s tm in your advertising, when consumer confusion is likely. Ex: store or copycat brands: you can lose your trademark if your tm becomes synonymous with the product category. Ex: band-aid, kleenex: protection of the expression of an idea, can"t copyright an idea, what can be copyrighted, protection given to owner for life +70 years in the u. s. (other countries typically 50-100 years past death, once expired, it becomes public domain. Commercial appropriation: must get permission from owner, often must pay royalty to owner, exception- parody . Using someone"s image or likeliness for commercial gain without their permission or compensation.
