Article Abstract:
A lawsuit involving Sarah McLachlan and her co-author should serve as a warning to both jingle writers and advertisers. Copyright remains a live issue of which jingle composers and the advertisers/broadcasters who commission their work should always be aware. There is a dividing line between ideas, which can be appropriated so long as they are not expressed by copying the words of the author ad verbatim, and the expression of ideas. A number of analytical guideposts may help jingle writers avoid copyright infringement.
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Article Abstract:
The Ontario Jockey Club (OJC) reports a 30% success rate for a direct mail marketing campaign for its Horseplay Interactive Web site. The personalized Web site is the company's answer to the large number of dormant telephone betting accounts in summer 1999. OJC, the owner of the Woodbine Race Track and the Mohawk Raceway, deposited C$2 to the betting accounts of members who logged onto the site and completed half of the survey and gave C$5 to those who completed the online forms.
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Article Abstract:
The best place to sell a horse race turned out to be in the entertainment section. The small-space ads have some unexpected benefits, like budget, that affords a higher frequency and reach more than a large-size ad strategy.
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