Posted: Wed Jul 04, 2007 8:57 am Post subject: Dispute at Product Placement in Prague
On the 18th of June in Prague Gene Zarkin held a seminar at the conference “Product Placement – new Era of Advertising”, which was organized by the international company MARCUSEVANS. Seminar on the topic of “How to minimize the risk of wasting time and money while making investments in product placement” caused such a huge discussion. Some part of the participants thought that maybe the technology, which Gene was telling about, could supposedly break copyrights of famous brands’ owners, though there weren’t any of legally correct arguments to it. Others told that they could not even thought about recommending to customers performance of any actions (in particular, conducting surveys) at a stage of preparation to realization a product placement program as in this case they risk to lose the order in general. The result of the discussion was told by the director of GSC GAME WORLD Company Sergey Grushko who showed with all obviousness to the participants that the method of reporting messages, which was told by Gene Zarkin, had already been successfully used in practice by famous brands. For example, “Peugeot” used the principle of positioning in product placement by opposition its own trade mark to “Mercedes” in the “Taxi” movie. However, there weren’t any claims from “Mercedes” Company. In completion Gene Zarkin paid attention of all the participants to a fact that the principle of comparison with something well known not necessarily should mean comparison with other trade mark, so there shouldn’t be any talks about infringement of anyone’s copyrights if the method was correctly used.
On the next day – 19th of June – the conference in Prague came to an end. According to the analysis of the forms, which were filled in by the participants, the general estimate for the quality of action was 9,2 points on a 10-mark scale that shows high level of preparation and carrying out the conference “Product Placement – new Era of Advertising” by MARCUSEVANS Company.
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