US3314592A

US3314592A - Advertising combination

Info

Publication number: US3314592A
Application number: US536435A
Authority: US
Inventors: Philip A Streich
Original assignee: Individual
Current assignee: Individual
Priority date: 1966-03-22
Filing date: 1966-03-22
Publication date: 1967-04-18
Anticipated expiration: 1984-04-18

Description

April 18, 1967 P. A. STREICH ADVERTISING COMBINATION 4 Sheets-Sheet 1 Filed March 22, 1966 V00 FOMOOOO QWOOOOOOOOO+OGOOQ L nsmmwiz b A? 3 6 5 a Q 9mm 6mm by fMflM elukm April 18, 1967 p, STREICH 3,314,592

ADVERTISING COMBINATION Filed March 22, 1966 4 SheetsSheet 2 April 18, 1967 sTRElcH 3,314,592

ADVERTISING COMBINATION Filed March 22, 1966 4 Sheets-Sheet 5 z'wzp fl.Si52 eicfi/, by @MQM (113302 8393 April 18, 1967 p, A STREICH 3,314,592

ADVERTI SING COMBINATION Filed March 22, 1966 4 Sheets-Sheet 4 E19.&0.

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United States Patent 3,314,592 ADVERTISING COMBINATIQN Philip A. Streich, 110 Elm St., Cohasset, Mass. 02025 Filed Mar. 22, 1966, Ser. No. 536,435 8 Claims. (Cl. 229-74) This invention is a continuation-in-part of my copending application, Ser. No. 471,320, filed July 12, 1965, now abandoned.

The invention relates to an advertising combination.

The invention has for an object to provide a novel and improved advertising combination comprising an advertising communication or vehicle and an article of merchandise to which the advertising communication is removably attached.

The invention has for a further object to provide a novel and improved advertising combination of the character described which is arranged to be removably attached to an article of merchandise and which is adapted to be employed as a vehicle for or means of communication by mail between the advertiser of the merchandise and the consumer.

With these general objects in view and such others as may hereinafter appear, the invention consists in the advertising combination hereinafter described and partic ularly defined in the claims at the end of this specification.

In the drawings illustrating the preferred embodiment of the invention:

FIG. 1 is a plan view of an article of merchandise em-- bodying the present advertising combination and showing an unsealed envelope detachably afiixed to the article of merchandise;

FIG. 2 is a perspective view of an unsealed envelope adapted to be attached to an article of merchandise;

FIG. 3 is a perspective view of a typical article of merchandise to which the advertising communication may be removably affixed;

. FIG. 4 is a front elevation view of the advertising combination shown in FIG. 1;

FIG. 5 is a developed view of the envelope shown in FIG. 2 as seen from the inner face thereof;

FIG. 6 is a view similar to FIG. 5 as seen from the outer face thereof;

FIG. 7 is a perspective view of the sealed envelope containing the advertising message ready to mail;

FIGS. 8 and 9 are a front elevation and a developed view respectively of a modified form of envelope embodying the present invention;

FIGS. 10 and 11 are a developed view and a front elevation respectively of a modified form of advertising communication embodying the present invention;

FIGS. 12 and 13 are a front elevation and a developed view respectively of another modified form of advertising communication embodying the present invention;

FIGS. 14 and 15 are a front elevation and an edge view respectively of a modified form of the advertising communication adapted to be removably attached to an article of merchandise;

FIG. 16 is a front elevation of a sheet of advertising material having an area of minimum proportions for mailing purposes;

FIGS. 17 and 18 are a developed view and a front elevation respectively of a modified form of communication shown in FIG. 16 having the same area but folded once upon itself;

FIGS. 19 and 20 are views similar to FIGS. 17 and 18 showing the advertising communication folded twice upon itself; and

FIG. 21 is a front elevation of a further modified form of advertising communication adapted to be removably attached to an article of merchandise.

In general, the present invention contemplates an advertising combination comprising an advertising vehicle or communication and an article of merchandise to which the advertising communication is removably attached. The advertising vehicle may take various forms, each form having at least two adhesively coated wings or flaps connected by weakened lines, such as perforations, whereby the vehicle may be easily detached from the merchandise by tearing along the perforated lines. In one form of the invention, the advertising communication may comprise an envelope having portions thereof adapted to be filled in by the consumer and returned by mail to the advertiser. In other forms of the invention illustrated herein an advertising message may be contained on a sheet other than an envelope, such as a fiat sheet, and in other forms the sheet may be folded upon itself to reduce the area of the advertising communication attached to an article of merchandise, such forms being particularly adapted for attachment to small articles of merchandise.

Present combinations of merchandise with an advertising message leave much to be desired. In general, most such combinations comprise a wrapper in combination with an article of merchandise, the said wrapper having an advertising message which is or is not adapted to be removed from the merchandise.

In such said combinations where the wrapper is adapted to be removed from the merchandise, the customer must then find a suitable envelope to return the wrapper having the advertising message thereon.

Now, at this point, it is necessary to state some advertising statistics Well known to advertising industries. Thus, for one example, a store carrying groceries and having an advertising combination on view may find that only 40% of the customers passing will take the time to look at the combination. Now further, only 10% of the original customers passing will take the combination from the shelf with the intention of purchasing the combination.

The object, however, of the advertising combination is not primarily to sell the merchandise at hand, but to get the customers to respond in writing to the advertising therewith of a new product.

Now, with the advertising combination in the home of the last said 10% of the original customers, further attrition takes place. Thus, some customers Will tear the advertising message in the attempt to remove it from the merchandise and will immediately discard the message. Again, other customers will not immediately have a mailing envelope for the message, whereupon a period of time passes and the message is finally forgotten.

It now becomes evident that only 2% to 4% of the original number of customers passing the advertising combination will respond in Writing as desired. Thus, it can be seen that this small response is both expensive and discouraging.

According to my invention I provide a new advertising combination whereby the said elements causing the attrition are substantially eliminated. It can be seen, therefore, that an increase of only 1% of the customers who respond from the original number of customers passing the advertising combination represents an increase of approximately 25% in the number of responses. My new advertising combination will accomplish this increase.

According to my new advertising combination I provide means to accomplish two main general objectives: One to substantially reduce the cost of the advertising combination, and the other to provide the maximum inducement to the customers to fully respond with a written message and first class mail.

Referring now to the drawings and particularly to FIGS. 1 and 4, in general, M represents a cylindrical article of merchandise having an advertising vehicle or communication detachably secured thereto. In this embodiment of the invention the advertising vehicle comprises an envelope formed from a single sheet of material. As illustrated in FIG. 2, the envelope is provided with a front panel 4 and a rear panel folded along the fold line B-D or D-F to present the rear panel 5 in superimposed relation to the front panel 4. The front panel 4 is provided with laterally extended flaps or

wings

2, 2 having a coating of adhesive on one face thereof. A row of perforations 3 is provided along the lines connecting the flaps 2 to the front panel 4. The rear panel 5 is also provided with laterally extended

flaps

6, 6 having a coating of adhesive on one face thereof and which are folded inwardly as shown in FIG. 2. The front panel 4 is also provided at its upper end with a sealing flap 7 which may be folded down over the upper edge of the rear panel as shown in FIG. 4.

The folded and unsealed envelope comprising the advertising vehicle E as thus prepared is affixed to the article of merchandise by moistening the adhesive on the

flaps

2, 2 and pressing the same against the article as shown in FIG. 4.

As illustrated in FIGS. 4 and 5, the inner face of the front panel 4 may have printed thereon an advertising message and space for the customer to write his name and address, and the outer face of the front panel 4 may have the name and address of the advertiser printed there- In use, the customer who buys the combination will tear off the envelope portion from the article of merchandise along the perforated lines, and after aflixing his name and address on the inner face of the front panel 4 he will refold the envelope along the line D-F and assemble the same by moistening the adhesive coating on the inwardly folded

flaps

6, 6 of the rear panel and press them against the adjacent face of the front panel to seal the sides of the envelope. The top sealing flap 7 may then be moistened and pressed into sealing engagement with the upper end of the rear panel to close the mouth of the envelope. The assembled envelope E, after being provided with a stamp, is then ready to be mailed as shown in FIG. 7.

It will be apparent that the present advertising vehicle shown in FIG. 2 is readily adapted to be affixed to a round container of the type shown in FIG. 3 and is equally adapted to be aflixed to the flat face of a rectangular container or other article of merchandise.

Referring now to FIGS. 8 and 9, a modified form of advertising vehicle comprises an envelope 10 having a front panel 12 and a rear panel 14, the front panel 12 having laterally extended and adhesively coated

flaps

15, 15 connected to the front panel by weakened lines formed by perforations 16. The front panel 12 also has an adhesively coated sealing flap 18 as shown. In this embodiment of the invention the side sealing flaps are eliminated and instead the marginal edges of the inner face of the front panel are provided with an

adhesive coating

20, 20. As illustrated in FIG. 9, in this embodiment of the invention the rear panel 14 may be provided with an extended portion providing two or

more coupons

22, 22 or other advertising material connected by weakened

lines

24, 24 and adapted to be torn off by the consumer.

In operation the coupons 22 may be folded upwardly to place them on top of the rear panel 14, and the rear panel may then be folded up in superimposed relation with the front panel and the sealing flap 18 folded down on top of the rear panel. In this condition the laterally extended

flaps

15, 15 may be moistened and pressed against the article of merchandise to provide the advertising combination. Thereafter, in use, the consumer may tear off the advertising material along the weakened lines 16. After affixing his name and address on the vehicle and making use of the coupons, as desired, the envelope is assembled by moistening the adhesively coated

margins

20, 20 of the front panel and pressing the rear panel thereagainst to seal the sides of the envelope whereupon the top sealing flap 18 may be moistened and pressed down to complete the sealing of the envelope. The envelope thus prepared may then be provided with a stamp and mailed to the advertiser. In this embodiment of the invention the addition of the

coupon extensions

22, 22 is optional. Likewise, sealing of the sides of the envelope may be dispensed with if desired.

Referring now to FIGS. 10 and 11, a modified form of advertising vehicle may comprise a folded sheet of advertising material having four

panels

26, 27, 28 and 29 arranged to be folded first along a fold line 30 to superimpose the

panels

27, 29 on top of the

panels

26, 28. The superimposed

panels

28, 29 are then folded upwardly along the fold line 32 to present the same in superimposed relation to the

panels

26, 27 to provide the folded structure shown in FIG. 11. In this embodiment of the invention, as illustrated in FIG. 10, the panel 26 is provided with one laterally extended flap 34 having a coating of adhesive on one face thereof and connected to the panel by a weakened or perforated line 36. The second adhesively coated flap 38 is die-cut from the panel 26 along

lines

40, 41 and 42 and is connected to the adjacent panel 27 by a weakened or perforated line 44. As shown in FIG. 10, the adhesive coating on the flap 38 is applied to the side opposite from that on the flap 34, and when the first fold along line 30 is made, the die-cut flap 38 will be extended later-ally, as shown in FIG. 11, to present the adhesively coated face in the same direction as the flap 34. The folded square thus prepared may then be afiixed to the article of merchandise by moistening the adhesively coated flaps and pressing them against the article with the folded portions facing against the article to prevent unfolding thereof until the consumer removes the advertising material by tearing along the perforated lines.

The modification of the advertising vehicle shown in FIGS. 12 and 13 also embodies a folded structure comprising the connected panels 46, 47, 4'8 and 49 and further embodies a structure with more than two adhesively coated attaching flaps. As illustrated in FIG. 13, the panel 46 is provided with

fiaps

50, 51, 52 on three sides thereof connected to the panel along

perforated lines

53, 54 and 55. In practice, the

panels

47, 48 and 49 may be folded upwardly along the fold lines indicated and placed in superimposed relation to the panel 46 in which condition the folded unit may be adhesively secured to the merchandise and which may be removed by the consumer by tearing along the perforated lines. This embodiment of the invention also illustrates a fourth adhesively coated attaching flap comprising a die-cut portion 56 cut from the panel 46 and connected to the panel 47 so that when the panel 47, together with its folded counterparts 4 8 and 49, are folded upwardly, the flap 56 will extend downwardly as shown in FIG. 12.

FIGS. 14 and 15 illustrate a further modification of a folded structure comprising an advertising vehicle to be removably attached to an article of merchandise. This modification may comprise a folded sheet 60 containing an advertising message, the sheet being folded twice upon itself in a manner similar to that shown in FIG. 11. In this embodiment of the invention, the adhesively coated attaching flaps or wings 62 are formed by separate strips adhesively secured to the outer panel 64 of the folded sheet 60, each strip being provided with a row of perforations 65 by which the folded sheet may be removed from the article of merchandise to which it is attached.

The modification shown in FIG. 16 illustrates a simple form of the invention wherein the advertising vehicle comprises a single sheet 66 having opposed adhesively coated attaching flaps 68 connected to the sheet by perforated lines 70. The area of the sheet 66 may be of a size suitable for mailing purposes. FIGS. 17 and 18 illustrate a modified form of the invention wherein the sheet 72 may be of the same area asthat shown in FIG. 16 except that it may be folded once upon itself along the fold line 74 to provide

panels

75 and 76 whereby to reduce the size of the vehicle by one half. In this embodiment the adhesively coated attaching flaps or wings 78 are extended longitudinally from the panel 75 and are connected to the panel by the perforated lines 80. FIGS. 19 and illustrate a similar structure wherein the sheet 82 is folded twice upon itself along the fold lines shown to provide

panels

83, 84, 85 and 86, thus reducing the size of the sheet to one quarter of its original size. The adhesively coated attaching flaps 81 extend from the panel 83 and are connected thereby by the perforated lines 88. This expedient permits an advertising message of a relatively large size to be reduced for application to small articles of merchandise and may be applied either horizontally or longitudinally of the merchandise.

The modification shown in FIG. 21 comprises an envelope having a panel 90 and a panel 92 arranged to be folded along the line 93 to present the panels in superimposed relation. The marginal edges of the panel 90 may be provided with a coating of adhesive as indicated at 94. In this embodiment of the invention the adhesively coated attaching flaps 96 are connected to the panel 92 by spaced perforated lines 98 providing an intervening strip 100. In use, the attached advertising vehicle may be removed by tearing out the intervening strip 100 along the perforated lines 98. Upon removal of the advertising vehicle the adhesive on the marginal edges of the panel 90 may be moistened and pressed against the corresponding marginal edges of the panel 92 to provide a sealed envelope. -It will be understood that the inner face of the envelope may be filled in by the consumer and the outer face may be printed with the name of the advertiser in a manner similar to that shown in FIGS. 5 and 6.

From the above description it will be seen that the present invention affords a convenient and economical advertising combination wherein the advertising message is connected directly to the article of merchandise purchased by the consumer and which may be easily detached therefrom. The advertising uses are many and may range from a straight advertising announcement of a new product to the various advertising techniques at present employed by other means such as redemption coupons; contests; samples; cash offer; recipe books; research and the like.

While the preferred embodiment of the invention has been herein illustrated and described, it will be understood that the invention may be embodied in other forms within the scope of the following claims.

Having thus described the invention, what is claimed 1. The combination with an article of merchandise of an advertising communication removably attached thereto, said advertising communication comprising a sheet of material containing an advertising message and having at least two adhesively coated attaching flaps securing the sheet to the merchandise, said flaps being connected to the sheet by weakened lines whereby the sheet may be detached from the merchandise by tearing along said weakened lines, said single sheet being folded upon itself to form an unsealed envelope having selected adhesively coated areas which may be moistened and sealed to provide an envelope suitable for mailing purposes after tearing the same from the merchandise.

2. The combination as defined in claim 1 wherein the unsealed envelope comprises a front panel and a rear panel folded into superimposed relation, and said front panel having a sealing flap folded down in retaining engagement with the upper edge of the rear panel when affixed to the merchandise.

3. The combination as defined in claim 1 wherein the unsealed envelope comprises a front panel and a rear panel folded one upon the other, said rear panel having extended portions connected thereto which may be folded upon each other to present the extended portions within the envelope.

4. The combination as defined in claim 1 wherein two spaced weakened lines connect each flap to the sheet providing an intermediate strip which may be torn along the weakened lines to remove the strips and to detach the unsealed envelope from the merchandise.

5. The combination as defined in claim 1 wherein the attaching flaps comprise separate strips adhesively secured to at least two marginal edges of the sheet.

6. An advertising combination comprising the combination with an article of merchandise of an unsealed envelope constructed from a single blank of paper or other suitable material having a main back-face portion, a main front-face portion, the said main back-face portion having a pair of adhesively coated fiaps extending beyond the side edges thereof and having perforations intermediary thereof, the said main front-face portion having a pair of flaps extending beyond the side edges thereof adapted to be folded intermediary of the said main front-face portion and the said main back-face portion, the latter said flaps having adhesive intermediary of the flaps and the said main back-face portion, the said front-face portion being adapted to be in juxtaposition with the said main back-face portion, a top flap extending beyond the top edge of the said main back-face portion and adapted to be folded over the said main front-face portion, the said top flap having adhesive intermediary of the filap and the said main front-face portion, the said main back-face portion having an advertising message written or printed thereon, the said main front-face portion having a return address written or printed thereon, the said envelope being adapted to be removed from the said article of merchandise by tearing along said perforated lines, the said unsealed envelope thus removed being adapted to be sealed by moistening the adhesive, and the said envelope being adapted to conform to the regulations for United States mail.

7. The combination with an article of merchandise of an advertising communication removable attached thereto, said advertising communication comprising a sheet of material containing an advertising message and having at least two adhesively coated attaching flaps securing the sheet to the merchandise, said flaps being connected to the sheet by weakened lines whereby the sheet may be detached from the merchandise by tearing along said weakened lines, said sheet comprising at least two panels folded one upon the other, the adhesively coated flaps occurring on four sides of one panel, one of the adhesively coated flaps being die-cut from said one panel and integral with a second panel, folding of said second panel efiecting extension of said one flap into operative position to be aflixed to the merchandise.

8. The combination with an article of merchandise of an advertising communication removably attached thereto, said advertising communication comprising a sheet of material containing an advertising message and having at least two adhesively coated attaching flaps securing the sheet to the merchandise, said flaps being connected to the sheet by weakened lines whereby the sheet may be detached from the merchandise by tearing along said weakened lines, said sheet being folded twice upon itself providing four superimposed panels, one adhesively coated attaching flap extending from a marginal edge of one of said panels, the second adhesively coated flap being dieto the merchandise.

7 8 cut from said one panel and integral with an adjacent 1,497,702 6/1924 Stanley 229--74 panel, folding of said adjacent panel effecting extension 1,629,435 5/ 1927 Briggs 229-74 of said second flap into operative position to be affixed 1,850,369 3/1932 Andrews.

1,924,909 8/1933 Brown 40-2 X 5 2,310,371 2/1943 Lines et al. 229-85 References Cited y the Exammer 2,873,906 2/1959 Loetscher 22992.1 UNITED STATES PATENTS 2,97 ,091 3/ 1961 Tobey 402 X 3/1873 Orton 299-927 I I 4/1878 Rogers 229 92 7 JOSEPH R. LECLAIR, Pnmazy Exammer. 5/1924 Warner 229-44 10 DAVID M. BOCKE'NEK, Examiner.

Claims

1. THE COMBINATION WITH AN ARTICLE OF MERCHANDISE OF AN ADVERTISING COMMUNICATION REMOVABLY ATTACHED THERETO, SAID ADVERTISING COMMUNICATION COMPRISING A SHEET OF MATERIAL CONTAINING AN ADVERTISING MESSAGE AND HAVING AT LEAST TWO ADHESIVELY COATED ATTACHING FLAPS SECURING THE SHEET TO THE MERCHANDISE, SAID FLAPS BEING CONNECTED TO THE SHEET BY WEAKENED LINES WHEREBY THE SHEET MAY BE DETACHED FROM THE MERCHANDISE BY TEARING ALONG SAID WEAKENED LINES, SAID SINGLE SHEET BEING FOLDED UPON ITSELF TO FORM AN UNSEALED ENVELOPE HAVING SELECTED ADHESIVELY COATED AREAS WHICH MAY BE MOISTENED AND SEALED TO PROVIDE AN ENVELOPE SUITABLE FOR MAILING PURPOSES AFTER TEARING THE SAME FROM THE MERCHANDISE.