Trademark Licensing in Keyword Advertising

This article examines the use of trademarks as keywords in sponsored links campaigns - in particular the impact of such usage on consumer confusion. It is thus important to highlight that there are a number of reasons why a consumer uses search engines. For example, it may be that a consumer searches for a type of product or service that appeals to them; the consumer may engage in comparison-shopping; or the consumer may already know the specific brand that he or she intends to purchase. Secondly, this article explores the possibility of infringement on other functions of trademarks in the case of the double-identity rule. Thirdly, the article discusses the negative aspects of broadening the concept of taking advantage and isolates this concept from the possibilities of confusion, detriment to the distinctive character, or the reputation of the trademark. Lastly, the article proposes possible remedies to the current situation – in particular the introduction of licensing models for the use of trademarks in keyword advertising and the application of the law on comparative advertising regarding the way the licensee uses those trademarks.

The Influence of Informational and Emotional Advertising Appeals on Advertising Effectiveness – Consumers’ Perspective on the Over-the-Counter Product Advertisements in Finland

Consumers face enormous amounts of promotional messages daily whereas the pharmaceutical companies among other industries spend considerable time and money developing effective advertising strategies. There are multiple possible ways to appeal the target customer in order to increase the effectiveness of the advertisement. In spite of the various possibilities to categorize persuasive communication, the informational and the emotional appeals are the typical approaches. This study assesses the influence of the informational and emotional advertising appeals on the advertising effectiveness in the context of OTCs in Finland. The research method applied in this study is a quantitative survey. The data consists of 461 responses from the target population of 18–80 years old Finnish speaking consumers. The results from the marketing research indicate that the positive correlations of the emotional appeals are much stronger than the positive correlations of the informational appeals relating to the advertising effectiveness. However, on average the Finnish consumers experience the OTC advertisements relying on the informational appeals more effective than the OTC advertisements relying on the emotional appeals. Furthermore, within emotional appeals there is a much greater variety in the experienced advertising effectiveness not providing as stabile and consistent experienced advertising effectiveness compared to the informational appeals. Thus, the OTC advertisement relying more on the emotional appeals are much more risky in terms of advertising effectiveness. There are also differences with the experienced advertising effectiveness between the Finnish consumer groups and the information can be utilised when designing tailored OTC advertisements. The Finnish men consider humorous advertisements more effective than the Finnish women. In addition, the people living outside Uusimaa Region experience higher advertising effectiveness with the advertisements relying more on the informational advertisements compared to the people living in Uusimaa Region. In similar vein, the people with lower education experience higher advertising effectiveness with the advertisements relying more on the informational advertisements compared to the people with high education. Additionally, the older generation perceive an OTC advertisement with a middle-aged celebrity more effective than the younger consumers

Information Presentation Features and Comprehensibility of Hospital Report Cards: Design Analysis and Online Survey Among Users

Background: Improving the transparency of information about the quality of health care providers is one way to improve health care quality. It is assumed that Internet information steers patients toward better-performing health care providers and will motivate providers to improve quality. However, the effect of public reporting on hospital quality is still small. One of the reasons is that users find it difficult to understand the formats in which information is presented. Objective: We analyzed the presentation of risk-adjusted mortality rate (RAMR) for coronary angiography in the 10 most commonly used German public report cards to analyze the impact of information presentation features on their comprehensibility. We wanted to determine which information presentation features were utilized, were preferred by users, led to better comprehension, and had similar effects to those reported in evidence-based recommendations described in the literature. Methods: The study consisted of 5 steps: (1) identification of best-practice evidence about the presentation of information on hospital report cards; (2) selection of a single risk-adjusted quality indicator; (3) selection of a sample of designs adopted by German public report cards; (4) identification of the information presentation elements used in public reporting initiatives in Germany; and (5) an online panel completed an online questionnaire that was conducted to determine if respondents were able to identify the hospital with the lowest RAMR and if respondents’ hospital choices were associated with particular information design elements. Results: Evidence-based recommendations were made relating to the following information presentation features relevant to report cards: evaluative table with symbols, tables without symbols, bar charts, bar charts without symbols, bar charts with symbols, symbols, evaluative word labels, highlighting, order of providers, high values to indicate good performance, explicit statements of whether high or low values indicate good performance, and incomplete data (“N/A” as a value). When investigating the RAMR in a sample of 10 hospitals’ report cards, 7 of these information presentation features were identified. Of these, 5 information presentation features improved comprehensibility in a manner reported previously in literature. Conclusions: To our knowledge, this is the first study to systematically analyze the most commonly used public reporting card designs used in Germany. Best-practice evidence identified in international literature was in agreement with 5 findings about German report card designs: (1) avoid tables without symbols, (2) include bar charts with symbols, (3) state explicitly whether high or low values indicate good performance or provide a “good quality” range, (4) avoid incomplete data (N/A given as a value), and (5) rank hospitals by performance. However, these findings are preliminary and should be subject of further evaluation. The implementation of 4 of these recommendations should not present insurmountable obstacles. However, ranking hospitals by performance may present substantial difficulties.

Farmers’ Market Nutrition Program Recipe Cards

These are cards giving recipes for fruit and vegetable dishes. Recipes include: confetti bean salsa, Mediterranean quinoa salad, minty watermelon cucumber salad, quick refrigerator pickles, broccoli salad, apple, cranberry and almond coleslaw, farmers’ market pasta salad, roasted beet and butter bean hummus, spinach and strawberry pecan salad, okra, avocado and tomato salad, plum-berry mint smoothie and crispy baked vegetables.

Mistranslations of Film Titles: Between Fidelity and Advertising

In the paper, the authors present and analyse examples of mistranslated film titles into the Polish language, selected from a database of over 1,100 titles and presented on the sample of the film genre comedy with all its subgenres. The authors discuss various film title translation strategies and procedures with reference to the literature on the subject. In the conclusions, the authors attempt to explain the reasons for the selection of certain translation procedures, with special focus on the free formulation of titles as the least transparent.

Poliittisten ilmausten kääntäminen House of Cards -televisiosarjassa

Tässä pro gradu -tutkielmassani tutkin, miten Yhdysvaltain poliittiseen järjestelmään liittyvät ilmaukset on käännetty erään tv-sarjan ranskan- ja suomenkielisiin tekstityksiin. Tutkimusaineistona on amerikkalainen tv-sarja House of Cards, jonka on alun perin julkaissut suoratoistopalvelu Netflix. Suomenkieliset tekstitykset on kerätty Suomen Netflixistä, ranskankieliset amazon.com -sivulta ostetulta DVD:ltä. Tutkimuskohteena ovat ilmauksissa käytetyt käännösstrategiat. Oletan, että ilmaukset on käännetty joko virallisia vastineita hyväksi käyttäen tai yleistämällä. Pohjaan tutkimuksen Pedersenin (2011, 75) käännösstrategialuokitteluun. Valitsin aiheen, koska olen kiinnostunut poliittisista järjestelmistä ja halusin tietää, millä tavoin tietyn valtion politiikkaan liittyvät ilmaukset on käännetty hyvin perinteisen valtavirtaisen saippuasarjan tekstityksiin. Teoriaosuudessa esittelen tutkimukseen liittyvien maiden poliittiset järjestelmät tai lähinnä hieman niiden toimintaa sekä pääinstituutiot. Tämä auttaa lukijaa ymmärtämään paremmin tv-sarjassa käytettyjä ilmauksia. Poliittisten järjestelmien selvitys osoittaa myös itse tutkimuksessa, onko niiden eroilla vaikutusta käännöksiin. Lisäksi kerron audiovisuaalisesta kääntämisestä, vertailen dubbausta ja tekstittämistä sekä erittelen tekstittämisen haasteita. Varsinkin tekniikan luomat rajoitteet kuten tilanpuute vaikuttavat lopputulokseen. Lopulta käyn läpi, mitä ovat käännösstrategiat, millä tavoin ne vaikuttavat käännökseen ja miten niitä on luokiteltu. Lopuksi vertailen luokitteluja ja kerron, miksi pohjasin tutkimukseni Pedersenin (2011, 75) luokitteluun. Tutkimuksessa esittelen ilmausten kääntämistä käännösstrategioiden kautta. Kuten oletinkin, moniin ilmauksiin löytyy virallinen vastine. Mielenkiintoinen tulos oli kuitenkin, että sekä suomen- että ranskankielen kääntäjä on käyttänyt hyvin selkeästi tiettyä strategiaa tietyn ilmauksen kohdalla. Monesti tämä strategia on lisäksi ollut sama molemmissa käännöksissä. Tutkimuksesta tämä käy ilmi esimerkkirepliikeistä, joita olen kerännyt taulukoihin. Taulukoista näkyy kaikki tutkimukseen liittyvät kielet: englanti, suomi ja ranska. Mielenkiintoista olisi nähdä, onko esimerkiksi sarjan toisella kaudella ilmaukset käännetty samoja käännösstrategioita käyttäen tai millä tavoin politiikkaan liittyviä ilmauksia käsitellään muiden kielten tekstityksissä. Saattaa olla, että tämän kaltaisen valtavirtaan sopivan tv-sarjan tekstitykset ovat hyvin samanlaisia, jokin toisenlainen tv-ohjelma tai elokuva voisi käyttää täysin eri käännösstrategioita.

The devil's picture-books. A history of playing cards,

Mode of access: Internet.

Hoyle's games : illustrated edition. Embracing all the most modern modes of play, and the rules practised at the present time, in billiards, whist, draughts, cribbage, backgammon, and all other fashionable games; together with sixteen games adapted to the new Yankee-notion cards. Also the whole of Frer̀e's chess hand-book. Containing, besides elementary instruction and the laws of chess, about fifty select games by the first players, endings of games, and the defeat of the muzio gambit. Also, thirty-six of the choicest chess problems, and a description of, and rules for, four-handed chess /

Classified for chess; Frère's chess hand-book, p. 229-324.

The compleat gamester : or, Full and easy instructions for playing at above twenty several games upon the cards with variety of diverting fancies and tricks upon the same now first added ; as likewise at all the games on the tables, together with the royal game of chess and billiards.

Mode of access: Internet.

Progettazione e Implementazione di una piattaforma di Geofencing per il Context-Aware Advertising

La diffusione di smartphone e dispostivi mobili a cui si è assistito nell’ultima decade ha portato con sé lo sviluppo di nuovi sistemi e tecnologie basate sulla localizzazione. Questi sistemi vengono chiamati Location Based Systems (LBS) ed il loro successo è stato reso possibile dai sensori come GPS, antenna WiFi e accelerometro che hanno permesso agli sviluppatori di creare contenuti e servizi basati sulla posizione dell’utente. Una delle tecnologie su cui si basano i LBS è chiamata Geofencing e consiste nella creazione di aree virtuali (dette geofence) per delimitare luoghi di interesse (Point of Interests) e notificare l’utente quando entra, esce o si trova nelle vicinanze di una delle aree delimitate. Questa caratteristica viene utilizzata soprattutto per realizzare applicazioni che ricordano all’utente di svolgere delle azioni, per esempio un’app di promemoria che ricorda all’utente di comprare il latte quando si trova vicino ad un supermercato. Dal punto di vista economico, uno degli utilizzi piu` promettenti `e il co- siddetto Context Aware Advertising: i possessori di dispositivi mobili che si trovano a camminare nelle vicinanze di un negozio o un centro commer- ciale possono essere considerati possibili clienti e ricevere delle notifiche con pubblicit`a o questionari. Nel seguente lavoro verrà analizzato nel dettaglio cos’è il Geofencing, le sue applicazioni e le tecnologie sulla quale si basa. Verranno presi in considerazione alcuni problemi relativi all’utilizzo delle tecnologie di posizionamento, con particolare attenzione ai consumi di batteria. Verrà inoltre descritta la progettazione e l’implementazione di una piattaforma che permette ai possessori di attività commerciali di creare e gestire dei POI nonché di monitorare gli spostamenti dei possibili clienti. Dopo aver installato l’applicazione mobile sul proprio smartphone, i clienti potranno ricevere notifiche una volta oltrepassati i confini di un geofence.

Akzeptanz und Wahrnehmung von In-Game-Advertising

Das Ziel der vorliegenden Bachelorarbeit ist es zu überprüfen in wie weit Werbung und Videospiele miteinander vereinbar sind und ob Wahrnehmung und Akzeptanz im Zusammenhang stehen (in Bezug auf In-Game-Advertising). Zunächst erfolgt eine Recherche der theoretischen Grundlagen über In-Game-Advertising. Hierbei werden als erstes Begriffe und Rahmenbedingungen definiert und erklärt. Weiter wird die Geschichte der Videospielindustrie erläutert. Anschließend wird das aktuelle Nutzungsverhalten von Videospielen behandelt und die Zielgruppe analysiert. Danach erfolgt eine Analyse des Marktes. Dabei werden Daten verwendet, welche sich auf die Vergangenheit und Gegenwart beziehen. Eine kurze Prognose ist auch enthalten. Das Potenzial in der Videospielbranche wird kurz geklärt. Die Begrifflichkeiten Wahrnehmung und Akzeptanz werden im Anschluss erläutert. Bevor am Ende die Kernhypothese überprüft werden kann, wird In-Game-Advertising anhand von zwei Videospielen beschrieben. Diese bilden die Grundlage für die empirische Analyse. Der letzte Teil beschäftigt sich mit dieser empirischen Analyse. Anhand der Antworten eines Onlinefragebogens werden die Hypothesen, welche sich unter anderen aus der Recherche ergeben haben, erörtert. Dabei stellte sich heraus, dass Wahrnehmung und Akzeptanz im Zusammenhang stehen, aber nicht so stark wie angenommen. In-Game-Advertising hat eine Zukunft, wenn bestimmte Rahmenbedingungen im Vorfeld der Implementierung beachtet und eingehalten werden. Am Ende der Arbeit erfolgt ein Fazit, in dem die Arbeit kurz zusammengefasst wird, mit einer kurzen Prognose in Sachen In-Game-Advertising.

Improved Electronics for the Hall A Detectors at JLab: Summing Modules and VDC Amplifier/Discriminator Cards

Testing of summing electronics and VDC A/D Cards was performed to assure proper functioning and operation within defined parameters. In both the summing modules and the VDC A/D cards, testing for minimum threshold voltage for each channel and crosstalk between neighboring channels was performed. Additionally, the modules were installed in Hall A with input signals from shower detectors arranged to establish a trigger by summing signals together with the use of tested modules. Testing involved utilizing a pulser to mimic PMT signals, a discriminator, an attenuator, a scaler, a level translator, an oscilloscope, a high voltage power supply, and a special apparatus used to power and send signal to the A/D cards. After testing, modules were obtained that meet necessary criteria for use in the APEX experiment, and the A/D cards obtained were determined to have adequate specifications for their utilization, with specific results included in the appendix.

An empirical study of the recreationalexpressive and referential roles of the cell phone among young students and their potential applications to advertising

The cell phone has become a means of finding persuasive content, making friends and accessing information. For this reason it is of great interest in analyzing is use by young people during their formative years. Regarding this point, the objectives of the research are: to obtain percentage data on the distraction call phones cause among students; to define their habits re fun activities and their study responsibility in their personal and academic lives; and to identify leisure-expressive and referential trends. It was decided to analyze the Spanish discourse found on Twitter. To do so, a quantitative and qualitative methodology was used, with a linguistic pattern extraction tool which allows us to obtain categories of meaning. The sample was 10,000 tweets in Spanish, with key words such as “cell” and “study” and all possible derivatives. The data were gathered between 30 May and the 6 June 2014, which coincides with the start of the exam period in Spain. Finally, the potential applications of the research to the specific field of publicity and advertising is discussed as a possible solution to the current needs of the brands, which have to find participative formats taking into account the students’ leisure trends.

Farmers’ Market Nutrition Program Recipe Cards

These are cards giving recipes for fruit and vegetable dishes. Recipes include: confetti bean salsa, Mediterranean quinoa salad, minty watermelon cucumber salad, quick refrigerator pickles, broccoli salad, apple, cranberry and almond coleslaw, farmers’ market pasta salad, roasted beet and butter bean hummus, spinach and strawberry pecan salad, okra, avocado and tomato salad, plum-berry mint smoothie and crispy baked vegetables.