Pop-up advertising piece

Details Pop-up advertising piece Pop-up advertising piece

1999-06-08

2001-02-27

Melius, Terry Lee (Department: 3628)

Card, picture, or sign exhibiting

Display card

Three-dimensional pop-up display card

C040S124070, C040S124110, C040S124140, C229S092800, C283S065000, C446S148000

Reexamination Certificate

active

06192608

ABSTRACT:

FIELD OF THE INVENTION
The present invention is generally directed to advertising techniques and, more particularly, an advertising piece that includes a pop-up feature.
BACKGROUND OF THE INVENTION
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.
SUMMARY OF THE INVENTION
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.


REFERENCES:
patent: 1038652 (1912-09-01), Reese
patent: 1058830 (1913-04-01), Witkowski
patent: 2017637 (1935-10-01), Smith
patent: 2148279 (1939-02-01), Sandberg
patent: 2884184 (1959-04-01), Turan
patent: 3035363 (1962-05-01), Luchsinger
patent: 3141549 (1964-07-01), Koehler
patent: 3159329 (1964-12-01), Hiersteiner
patent: 3191328 (1965-06-01), Lohnes
patent: 3855726 (1974-12-01), Yumoto
patent: 5010669 (1991-04-01), Moran
patent: 5259133 (1993-11-01), Burtch
patent: 5611161 (1997-03-01), Murphy
patent: 5778574 (1998-07-01), Reuben
patent: 5933989 (1999-08-01), Volkert et al.

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