WO2006135269A1 - Advertising method - Google Patents

Abstract

The invention relates to advertising, in particular, to displaying and placing advertising information and can be used for changing said advertising information, also on individually readable media carriers such as printed matter. The inventive advertising method consists in changing, at least one part of a good label image by several steps by superimposing former and new images in modifiable proportions, wherein the label part can be occupied by an additional image during intermediate steps. Said invention makes it possible to improve the advertising material informativeness by gradually changing an image.

Description

 Way of advertising

FIELD OF THE INVENTION

The invention relates to advertising, in particular to the provision and placement of advertising, and can be used to change advertising information, including on individually perceived mass-produced media, such as printed materials.

BACKGROUND

In order to attract customers, along with other methods, constantly updated images are used, printed on paper packaging (see, for example, RU 2114465 C 1 or RU 2162618 C 1),

However, the change in the advertising image, in particular, on the packaging occurs immediately, and the buyer needs some time to understand that the product previously purchased by him began to look different.

SUMMARY OF THE INVENTION

The objective of the invention is to increase the information content of advertising products due to the gradual change of image. The problem is solved by the method of advertising, including changing at least part of the image on the product label, according to which the image is changed in several stages by combining parts of the old and new images in varying proportions from stage to stage with a decrease in the proportion of the old and an increase in the proportion new image.

In private embodiments of the invention, the problem is solved in that: image change is carried out in the following sequence: two printing forms are made, the first of which is made with the possibility of forming the old advertising image, and the second of the new advertising image and its parts, from the first and second forms, composite forms are sequentially made, at the site of which at the junction of the first and the second printing forms, the parts of the old and new images are combined in varying proportions; after each production, images are printed using the specified TCA summary form at certain time intervals, and then print an image using a second printing plate;

- image change is carried out in 4 stages in the following sequence of proportions: stage 1: 3/4 of the old image, 1/4 of the new;

Stage 2: 1/2 of the old image, 1/2 of the new;

Stage 3: 1/4 of the old image, 3/4 of the new;

Stage 4: a new image.

At intermediate stages, the combination of parts of the old and new images can be carried out using an additional image different from the old and new images.

In this case, the proportion and type of the additional image may be the same at all intermediate stages, or the proportion of the additional image may be different, and its appearance is the same at the intermediate stages, or the proportion of the additional image may be the same, and its appearance at the intermediate stages may be completely or partially. In the first case, the image is changed in 4 stages in the following sequence of proportions:

Stage 1: 5/8 of the old, 1/4 of the new, 1/8 of the additional image; Stage 2: 3/8 of the old, 2/4 of the new, 1/8 of the additional image;

Stage 3: 1/8 of the old, 3/4 of the new, 1/8 of the additional image;

Stage 4: 4/4 of the new image. In the second case, the image change is carried out in 4 stages in the following sequence of proportions:

Stage 1: 5/8 of the old, 2/8 of the new, 1/8 of the additional image;

Stage 2: 3/8 old, 3/8 new, 2/8 additional images;

Stage 3: 1/8 old, 4/8 new, 3/8 additional images;

Stage 4: 8/8 of the new image.

In the third case, the image is changed in 4 stages in the following sequence of proportions:

Stage 1: 5/8 of the old, 1/4 of the new, 1/8 of the first additional image;

Stage 2: 3/8 of the old, 2/4 of the new, 1/8 of the second additional image, completely or partially different from the first; Stage 3: 1/8 of the old, 3/4 of the new, 1/8 of the third additional image, completely or partially different from the first.

This method is carried out by applying an image to an object from two different printing forms (cliche) either directly on the subject (for example, with pad printing), or when applied to a label with a flat, high or intaglio printing.

LIST OF DRAWINGS Fig. L shows diagrams of printing forms for obtaining old and new images.

Figure 2 shows a diagram in accordance with which the change of printing plates in the proposed method.

In Fig. 3, 4, 5, variants of the sequence of changing images on labels using an additional image are shown.

PREFERRED EMBODIMENTS FOR CARRYING OUT THE INVENTION Example 1. On advertising labels, the old advertising image was replaced with a new one (FIG. 1) by combining the old and new images in varying proportions (see FIG. 1).

The oblique lines in FIG. 2 mark the portion of the printing plate used for applying the image.

During the preparation, two printing forms (clichés) were made. An old image (replaceable) was applied to form 1, a new image (changing) and its parts (Fig. L) were applied to printing form 2. The printing form 1 consists of the elements A, B, C and D forming the old image, the printing form 2 consists of the elements Al, Bl, Bl and Gl forming the new image (the far right part of the form) and its part (to the left). The production of labels occurs in the following way (figure 2).

The first stage - the old and new printing forms 1 and 2 are combined in such a way that a consolidated form 3 is formed, containing 3/4 of the old image and 1/4 of the new (elements B, C, D and Al). From this form, the image is transferred to the label or product.

The second stage: old and new printing forms are combined, so that a consolidated form 4 is formed, containing 1/2 of the old image, 1/2 of the new (elements B, D and Al, B 1). From this form, the image is transferred to the label or product.

Third stage: old and new printing forms are combined, so that a consolidated form 5 is formed, containing 1/4 of the old image, 3/4 of the new (elements G, Bl, Bl, Al). From this form, the image is transferred to the label or product.

The fourth stage: the image is transferred from form 2 (its rightmost part) to the label or to the product.

Thus, 5 images are obtained from five different forms 1-5, each of the following being different by 1/4. On these labels (products) there is a gradual change of information that allows the buyer to get used to the new look of the package or product.

In the following examples, the advertising labels replaced the old advertising image with a new one using an additional image missing from the old and new images. In Fig.3-5 parts of labels with vertical stripes relate to the old image, with horizontal - to the new image, and light parts with dots - to the additional image. Example 2

On Fig.3 shows the sequence of changing the image on the label with the same share and type of additional image at intermediate stages:

Stage 1: 5/8 of the old, 1/4 of the new, 1/8 of the additional image;

Stage 2: 3/8 of the old, 2/4 of the new, 1/8 of the additional image;

Stage 3: 1/8 of the old, 3/4 of the new, 1/8 of the additional image;

Stage 4: 4/4 of the new image. Example 3. FIG. 3 shows a sequence of changing an image on a label with a varying proportion of an additional image of the same kind.

Stage 1: 5/8 of the old, 2/8 of the new, 1/8 of the additional image; Stage 2: 3/8 old, 3/8 new, 2/8 additional images;

Stage 3: 1/8 old, 4/8 new, 3/8 additional images;

Stage 4: 8/8 of the new image. Example 4

On Fig.3 shows the sequence of changing the image on the label with the same share and different types of additional images at intermediate stages. Stage 1: 5/8 of the old, 1/4 of the new, 1/8 of the first additional image;

Stage 2: 3/8 of the old, 2/4 of the new, 1/8 of the second additional image, completely or partially different from the first; Stage 3: 1/8 of the old, 3/4 of the new, 1/8 of the third additional image, completely or partially different from the first; Stage 4: 8/8 of the new image.

The use of printing forms when using an additional image occurs similarly to the above using elements forming an additional image.

Claims

Claim 1. The method of advertising, including changing at least part of the advertising image on the product label, characterized in that the image is changed in several stages by combining parts of the old and new images in varying proportions from stage to stage, with a decrease in the proportion of the old and an increase in the proportion new image. 2. The method according to claim 2, characterized in that the image on the label made by printing is changed using two printing forms, the first of which is configured to form an old advertising image, and the second to a new advertising image and its parts, from of the first and second forms, composite forms are made in which at the site at the junction of the first and second forms parts of the old and new images are combined in various proportions, after which the image is printed using print the specified area, first using the aforementioned consolidated forms at certain time intervals, and then using the second printing form. 3. The method according to claim 1 or claim 2, characterized in that the image is changed in 4 stages in the following sequence of proportions: Stage 1: 3/4 of the old, 1/4 of the new image; Stage 2: 1/2 of the old, 1/2 of the new image; Stage 3: 1/4 of the old, 3/4 new image; Stage 4: a new image. 4. The method according to p. 1, characterized in that at the intermediate stages the combination of parts of the old and new images is carried out with using an additional image different from the old and new images. 5. The method according to claim 4, characterized in that the proportion and type of additional image are the same at all intermediate stages. 6. The method according to claim 4, characterized in that the proportion of the additional image is different, and its appearance is the same at intermediate stages. 7. The method according to claim 4, characterized in that the proportion of the additional image is the same, and its appearance changes at intermediate stages in whole or in part. 8. The method according to claim 5, characterized in that the image is changed in 4 stages in the following sequence of proportions: stage 1: 5/8 old, 1/4 new, 1/8 additional image; Stage 2: 3/8 of the old, 2/4 of the new, 1/8 of the additional image; Stage 3: 1/8 of the old, 3/4 of the new, 1/8 of the additional image; Stage 4: 4/4 of the new image. 9. The method according to claim 6, characterized in that the image is changed in 4 stages in the following sequence of proportions: stage 1: 5/8 old, 2/8 new, 1/8 additional image; Stage 2: 3/8 old, 3/8 new, 2/8 additional images; Stage 3: 1/8 old, 4/8 new, 3/8 additional images; Stage 4: 8/8 of the new image. 10. The method according to claim 7, characterized in that the image change is carried out in 4 stages in the following sequence of proportions: Stage 1: 5/8 of the old, 1/4 of the new, 1/8 of the first additional image; Stage 2: 3/8 of the old, 2/4 of the new, 1/8 of the second additional image, completely or partially different from the first; Stage 3: 1/8 of the old, 3/4 of the new, 1/8 of the third additional image, completely or partially different from the first; Stage 4: 8/8 of the new image.