|Publication number||USRE38696 E1|
|Application number||US 10/277,211|
|Publication date||Feb 8, 2005|
|Filing date||Oct 21, 2002|
|Priority date||Jun 8, 1998|
|Also published as||US6192608|
|Publication number||10277211, 277211, US RE38696 E1, US RE38696E1, US-E1-RE38696, USRE38696 E1, USRE38696E1|
|Inventors||Bruce D. Williams|
|Original Assignee||R. R. Donnelley & Sons Company|
|Export Citation||BiBTeX, EndNote, RefMan|
|Patent Citations (15), Referenced by (10), Classifications (17), Legal Events (2)|
|External Links: USPTO, USPTO Assignment, Espacenet|
This application claims priority from U.S. provisional patent application serial No. 60/088,462, filed Jun. 8, 1998.
The present invention is generally directed to advertising techniques and, more particularly, an advertising piece that includes a pop-up feature.
In order to generate interest in advertising, there have been many diverse techniques utilized over the years. This is true in all forms of advertising including advertising that is in sheet or booklet form where, in addition to the written and/or graphical content, there may be other features associated with the advertising piece. Moreover, it is known that advertising of this type, i.e., that of the sheet or booklet form, may be used as an advertising mailer.
In fact, there have been mailers that not only serve an advertising function but that may also carry merchandise. This type of mailer is disclosed, for instance, in Witkowski U.S. Pat. No. 1,058,830. As disclosed in the Witkowski '830 patent, a card is formed with means for retaining a box on the card.
In a peripherally related field, there have been several proposals for mailers that have devices of a unique nature. Koehler U.S. Pat. No. 3,141,549 discloses a foldable postal card that includes a tab that is to be pulled for unfolding and flipping a rear panel portion. Moran U.S. Pat. No. 5,010,669 discloses a postcard with a pop-out figure where the marginal areas of the card can be folded into a base for supporting the figure. In addition, there have been many other forms of mailers, advertising pieces, and the like that have unique characteristics.
Despite this fact, there is a continuing need for advertising pieces that are capable of generating consumer interest. This is particularly true in the case of advertising mailers which must necessarily capture the attention of the consumer upon receipt in order to successfully instill the message that is being conveyed by the advertising piece. Concomitantly, the advertising piece must be unique while at the same time being capable of production at low cost.
The present invention is directed to overcoming one or more of the foregoing problems and accomplishing one or more of the resulting objects.
Accordingly, it is a principal object of the present invention to provide an advertising piece that has unique characteristics that will capture attention of a consumer. It is also an object of the invention to provide an advertising piece that incorporates a pop-up structure that, together with graphics and/or printed matter, conveys an advertising message. Additionally, it is an object of the present invention to provide a pop-up advertising piece that may be used as a mailer, newspaper or magazine insert, point-of-sale item, or the like, capable of capturing the attention of the recipient.
Thus, the present invention is directed to a pop-up advertising piece comprising a booklet-shaped advertiser defined by a front cover portion and a back cover portion integral therewith. The front cover portion has a normally inwardly facing surface and a normally outwardly facing surface, and the back cover portion also has a normally inwardly facing surface and a normally outwardly facing surface. With this booklet-shaped arrangement, the front cover portion is integrally associated with the back cover portion along a generally vertical fold line about which the advertising piece may be opened.
With regard to the booklet-shaped advertiser, it is movable from a closed position to an open position by the intended recipient when it arrives, e.g., through the mail. It is in the closed position when mailed with the normally inwardly facing surfaces of the front and back cover portions in directly confronting relation and, further, it can be moved from the closed position to the open position with the normally inwardly facing surfaces of the front and back cover portions facing outwardly in a common plane. Further, the pop-up advertising piece includes an anchoring strip in vertical confronting relation to the normally inwardly facing surface of one of the front and back cover portions.
As for the anchoring strip construction, it is formed to have a width which is substantially less than the width of the corresponding one of the front and back cover portions. The anchoring strip also has top and bottom edges secured to the inwardly facing surface of the corresponding one of the front and back cover portions in proximity to top and bottom edges thereof In addition, the pop-up advertising piece includes an internal substrate overlying at least a portion of the normally inwardly facing surfaces of each of the front and back cover portions.
More specifically, the internal substrate has one vertical edge secured from substantially top to bottom thereof to the normally inwardly facing surface of the one of the front and back cover portions opposite the anchoring strip. It also has the other vertical edge secured from substantially top to bottom thereof to the anchoring strip on the surface thereof opposite the normally inwardly facing surface of the corresponding one of the front and back cover portions. Still additionally, the internal substrate has a first fold line which is positioned so as to lie in spaced relation to the generally vertical fold line between the front and back cover portions when the booklet-shaped advertiser is in the closed position.
In addition to the first fold line, the internal substrate also has a second fold line on the side of the anchoring strip opposite the first fold line. The internal substrate extends from the first fold line to the second fold line between the anchoring strip and the inwardly facing surface of the corresponding one of the front and back cover portions. The vertical edges of the internal substrate are secured so as to cause the portion between the second fold line and the anchoring strip to pop up when the booklet-shaped advertiser is moved from the closed position to the open position. Furthermore, the second fold line of the internal substrate is caused to move into engagement with the anchoring strip thereby.
With the foregoing construction, the portion between the second fold line and the anchoring strip which pops up when the booklet-shaped advertiser is moved from the closed position to the open position is generally semi-cylindrical in shape. However, it does lie flat when the booklet-shaped advertiser is in the closed position and, as a result, the pop-up advertising piece may be used as a mailer by forming it in terms of size and shape so as to be in conformity with applicable postal regulations.
Other objects, advantages and features of the present invention will become apparent from a consideration of the following specification taken in conjunction with the accompanying drawings.
In the illustrations given, and with reference first to
Still referring to
As best shown in
In the embodiment of
With regard to the internal substrate 20, it has one vertical edge 20a secured from substantially top to bottom by an adhesive to the normally inwardly facing surface 16a of the back cover portion 16 opposite the anchoring strip 18. The internal substrate 20 also has the other vertical edge 20b secured by an adhesive from substantially top to bottom to the anchoring strip 18 on the surface 18c opposite of and facing away from the normally inwardly facing surface 14a of the front cover portion 14. Still further, and as best shown in
With this arrangement, the internal substrate 20 also has a second fold line 26 on the side of the anchoring strip 18 which is opposite the first fold line 24. The internal substrate 20 extends from the first fold line 24 to the second fold line 26 so as to pass under the anchoring strip 18, i.e., it passes between the anchoring strip 18 and the inwardly facing surface 14a of the front cover portion 14. The vertical edges 20a and 20b are secured so as to cause the portion between the second fold line 26 and the vertical edge 20b to pop up when the booklet-shaped advertiser 12 is moved from the closed position to the open position. As this occurs, the second fold line 26 of the internal substrate 20 moves into engagement with the edge 18d of the anchoring strip 18 to form a generally semi-cylindrical pop-up 28.
As will be appreciated and understood from
In other words, because the vertical edge 20a of the internal substrate 20 is secured to the normally inwardly facing surface 16a of the back cover portion 16, and because the first fold line 24 of the internal substrate 20 is spaced from the generally vertical fold line 22 between the front and back cover portions 14 and 16 when the booklet-shaped advertiser 12 is closed, and due to the vertical edge 20b being adhesively secured to the anchoring strip 18, the second fold line 26 moves toward the edge 18d of the anchoring strip 18 as the booklet-shaped advertiser 12 is opened, and the notches 20c and 20d permit the necessary movement that causes the semi-cylindrical pop-up 28 to be formed (compare FIGS. 2 and 3).
Still referring to
From the foregoing, it will be appreciated that the pop-up advertising piece 10 is unique and is such that it will capture the attention of a consumer. It can be used for a wide variety of products wherein a prominent display of the product or packaging can be placed on the pop-up 28 with graphics and/or text, and the remainder of the internal substrate 20 as well as the visible portions of the normally inwardly facing surfaces 14a and 16a can also contain graphics and/or text relating to the product (or service) advertised. If the pop-up advertising piece 10 is provided with coupons 30a-30d, they can be designed as a purchasing incentive for the product addressed in the advertising piece 10.
In addition, since the pop-up 28 lies flat when the booklet-shaped advertiser 12 is closed, the pop-up advertising piece 10 is well suited for use as a mailer. It is only necessary to form the booklet-shaped advertiser 12 in a size and shape meeting postal regulations and to use any conventional sealing technique to maintain the booklet-shaped advertiser in a closed position until it reaches the recipient. When that occurs, the recipient can open the booklet-shaped advertiser causing the pop-up 28 to assume a generally semi-cylindrical form thereby drawing attention.
Referring to the second embodiment illustrated in
As for the differences, it will be noted that the internal substrate 20′ has the vertical edge 20a′ opposite the anchoring strip 18′ secured to the normally inwardly facing surface 16a′ of the back cover portion 16′ much nearer the generally vertical fold line 22′ between the front and back cover portions 14′ and 16′. The reason for this difference is that the pop-up advertising piece 10′ does not include coupons such as 30a-30d and, thus, by so positioning the vertical edge 20a′, there is a much larger directly exposed area on the normally inwardly facing surface 16a′ of the back cover portion 16′ for providing graphic and/or text for advertising purposes. In addition to the foregoing, the pop-up 28′ in the pop-up advertising piece 10′ will be seen to have a double-thickness (i.e., two spaced cylindrical walls), as well as a window in the outer wall.
More specifically, the pop-up 28′ has an outer surface or wall 28a′ and an inner surface or wall 28b′ with the outer surface or wall 28a′ being essentially identical to the sole surface or wall of the pop-up 28′ in the pop-up advertising piece 28. The outer surface or wall 28a′ is defined between the second fold line 26′ and the vertical edge 20b′ in precisely the same manner as the inner surface or wall 28b′ which comprises an extension of the internal substrate 20′ that is reverse folded as at 42, caused to have a vertical fold line 44, caused to have a vertical fold line as at 46, and adhesively secured along a vertical edge 48 nested within the vertical fold line 26′. With this arrangement, the vertical edge 20b′ is still adhesively secured to the anchoring strip 18′ but the adhesive does not extend beyond the vertical fold line 44.
As a result, the pop-up 28′ is quite unique in that it presents two pop-up surfaces or walls, i.e., 28a′ and 28b′ wherein the outer surface 28a′ is formed to have a window 50 which is oval in the illustrated embodiment. The window 50 is formed such that the window flap 52 opens automatically when the pop-up 28′ is opened by the consumer. In order to give a view of the graphics and/or text on the inner surface or wall 28b′ of the pop-up 28′. By providing this feature, the pop-up advertising piece 10′ is even more unique and likely to draw the attention of the consumer to stimulate interest in a product that is being advertised.
While in the foregoing specification preferred embodiments of the invention have been described in detail, it will be appreciated that they have been set forth merely for purposes of illustration to understand the inventive concepts, and the present invention is only to be limited by the true spirit and scope of the appended claims.
|Cited Patent||Filing date||Publication date||Applicant||Title|
|US1038652 *||Mar 28, 1912||Sep 17, 1912||Reese & Crittenden Co||Combined mailing-card and frame.|
|US1058830 *||Nov 18, 1910||Apr 15, 1913||Louis C Witkowski||Merchandise-carrying post-card.|
|US2017637 *||Oct 25, 1933||Oct 15, 1935||Smith Robert M||Letter card|
|US2148279 *||Sep 24, 1938||Feb 21, 1939||Sandberg Valentine||Folding postcard or window display|
|US2884184 *||May 20, 1953||Apr 28, 1959||Turan Nathaniel L||Three dimensional return post card folder|
|US3035363 *||Mar 3, 1961||May 22, 1962||Norcross Inc||Display device|
|US3141549 *||Oct 29, 1962||Jul 21, 1964||Karl Koehler||Foldable postal card|
|US3159329 *||Jul 5, 1963||Dec 1, 1964||Tension Envelope Corp||Novelty page having mailer portion|
|US3191328 *||Mar 19, 1963||Jun 29, 1965||Hallmark Cards||Animated greeting card|
|US3855726 *||Jun 14, 1973||Dec 24, 1974||Yumoto H||Stereographic picture book|
|US5010669 *||May 22, 1989||Apr 30, 1991||George Moran||Post card with pop-out figure|
|US5259133 *||Apr 7, 1992||Nov 9, 1993||Burtch Ronald P||Pop-up display device|
|US5611161 *||Mar 16, 1995||Mar 18, 1997||Ottenheimer Publishers, Inc.||Transverse-fold pop-up device, and blank and method therefor|
|US5778574 *||May 15, 1996||Jul 14, 1998||Reuben; Ronnie||Audible product merchandising tag|
|US5933989 *||Apr 25, 1997||Aug 10, 1999||Volkert, Inc.||Pop-up item with emerging panel|
|Citing Patent||Filing date||Publication date||Applicant||Title|
|US7845099||Jul 27, 2007||Dec 7, 2010||Vertis, Inc.||Method for manufacturing a pop-up article|
|US7883115||Aug 25, 2006||Feb 8, 2011||Richard Ignatius Keefe||Stand-up advertising insert|
|US8038067||Jun 19, 2009||Oct 18, 2011||Target Brands, Inc.||Transaction card with oscillating member|
|US8418384||Jun 29, 2011||Apr 16, 2013||American Greetings Corporation||Pop-up musical greeting cards|
|US8826833 *||May 12, 2014||Sep 9, 2014||KFR Enterprises LLC||Self-expanding, load-bearing mechanism for display units|
|US9173485 *||Mar 17, 2014||Nov 3, 2015||KFR Enterprises LLC||Self-expanding, load-bearing mechanism for display units|
|US20080067800 *||Aug 25, 2006||Mar 20, 2008||Richard Ignatius Keefe||Stand-up advertising insert|
|US20090025263 *||Jul 27, 2007||Jan 29, 2009||John Robert Ross||Method for manufacturing a pop-up article|
|US20140265777 *||Mar 17, 2014||Sep 18, 2014||KFR Enterprises, LLC||Self-expanding, load-bearing mechanism for display units|
|US20140265778 *||May 12, 2014||Sep 18, 2014||KFR Enterprises, LLC||Self-expanding, load-bearing mechanism for display units|
|U.S. Classification||40/124.08, 40/124.07, 446/148, 229/92.8, 283/65, 40/124.11, 40/124.14|
|International Classification||G09F1/04, G09F3/02, G09F1/06, G09F1/00|
|Cooperative Classification||G09F3/0289, G09F1/06, G09F1/04|
|European Classification||G09F3/02C2, G09F1/04, G09F1/06|
|Sep 8, 2008||REMI||Maintenance fee reminder mailed|
|Feb 27, 2009||LAPS||Lapse for failure to pay maintenance fees|