Re: Estee Lauder sues Excite over keywords
Ever since you original posting about the Estee Lauder suiut
I have been thinking about the Alexa product and how it
applies to the current thread. These are direct quotes from
their web site located at
http://www.alexa.com/company/advertise.html
"Alexa offers a revolutionary and cost-effective way to
reach your target audience. Our unique advertising model
allows sponsors to place their ads on any, or every, page on
the Web. The Alexa toolbar travels with users as they surf
the Internet, and remains in view while they travel from
page to page."
"Target your audience by:
Specific URLs. For example, a travel agency can display an
ad on a particular airline Web site, or on any site -
throughout the Web that relates to travel.
Groups of Web sites based on subject classification. Reach
a specific industry, subject or area of intent. Run of the
Web Run ads throughout the entire Web to quickly and
effectively reach the world's broadest audience."
It appears to me that this is another way of targeting a
trademarked name or even a web site.
Yesterday I was reviewing the Dejanews site and this is
their policy about tredemarks found at
http://www.dejanews.com/corp/adv/programs.shtml
"Keywords & Keyword Phrases Keywords may be purchased .....
Company and product trademarks cannot be purchased."
Obviously, there is quite a wide variance of opinion and in
practical application of the trademark issue.
==
Gerald Barton 281-251-3722
Houston, Texas
Internet Marketing
Banner Promotions
Site Evaluations
Market Consulting
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Received on Mon Feb 08 1999 - 23:30:13 CST
