Pop-up advertising piece

This application claims priority from U.S. provisional patent application serial No. 60/088,462, filed Jun. 8, 1998.

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.

BRIEF DESCRIPTION OF THE DRAWINGS

<figref idref="DRAWINGS">FIG. 1</figref> is a perspective view of a first embodiment of a pop-up advertising piece in accordance with the present invention;

<figref idref="DRAWINGS">FIG. 2</figref> is a cross-sectional view of the pop-up advertising piece taken generally along the line <b>2</b>—<b>2</b> of <figref idref="DRAWINGS">FIG. 1</figref>;

<figref idref="DRAWINGS">FIG. 3</figref> is a front elevational view of the pop-up advertising piece of <figref idref="DRAWINGS">FIG. 1</figref> shown in an open position;

<figref idref="DRAWINGS">FIG. 4</figref> is a top plan view of the pop-up advertising piece of <figref idref="DRAWINGS">FIG. 3</figref> showing details thereof;

<figref idref="DRAWINGS">FIG. 5</figref> is a perspective view of a second embodiment of the pop-up advertising piece in accordance with the present invention;

<figref idref="DRAWINGS">FIG. 6</figref> is a cross-sectional view of the pop-up advertising piece taken generally along the line <b>6</b>—<b>6</b> of <figref idref="DRAWINGS">FIG. 5</figref>;

<figref idref="DRAWINGS">FIG. 7</figref> is a front elevational view of the pop-up advertising piece of <figref idref="DRAWINGS">FIG. 5</figref> shown in an open position; and

<figref idref="DRAWINGS">FIG. 8</figref> is a top plan view of the pop-up advertising piece of <figref idref="DRAWINGS">FIG. 7</figref> showing details thereof.

DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS

In the illustrations given, and with reference first to <figref idref="DRAWINGS">FIGS. 1-4</figref>, the reference numeral <b>10</b> designates generally a pop-up advertising piece in accordance with the present invention. The pop-up advertising piece <b>10</b> will be seen to comprise a booklet-shaped advertiser which is generally designated <b>12</b> and which is defined by a front cover portion <b>14</b> and a back cover portion <b>16</b> integral therewith. The front cover portion <b>14</b> has a normally inwardly facing surface <b>14</b>a and a normally outwardly facing surface <b>14</b>b and the back cover portion <b>16</b> also has a normally inwardly facing surface <b>16</b>a and a normally outwardly facing surface <b>16</b>b. The pop-up advertising piece <b>10</b> also includes an anchoring strip <b>18</b> and an internal substrate <b>20</b> overlying at least a portion of each of the normally inwardly facing surfaces <b>14</b>a and <b>16</b>a of the front and back cover portions <b>14</b> and <b>16</b>, respectively. With this arrangement, the booklet-shaped advertiser <b>12</b> is movable from a closed position with the normally inwardly facing surfaces <b>14</b>a and <b>16</b>a in confronting relation to an open position with the normally inwardly facing surfaces <b>14</b>a and <b>16</b>a facing outwardly in a common plane.

Still referring to <figref idref="DRAWINGS">FIGS. 1-4</figref>, the front cover portion <b>14</b> will be understood to be integrally associated with the back cover portion <b>16</b> along a generally vertical fold line <b>22</b>. It will also be appreciated that the anchoring strip <b>18</b> is in generally vertical confronting relation to the normally inwardly facing surface of one of the front and back cover portions which, in the embodiment illustrated in <figref idref="DRAWINGS">FIGS. 1-4</figref>, is the normally inwardly facing surface <b>14</b>a of the front cover portion <b>14</b>. As will be appreciated, the pop-up advertising piece <b>10</b> could just as well be formed such that the operative components are all revealed relative to their description in relation to the front and back cover portions <b>14</b> and <b>16</b>.

As best shown in <figref idref="DRAWINGS">FIGS. 3 and 4</figref>, the anchoring strip <b>18</b> has a width substantially less than the width of the corresponding one of the front and back cover portions, i.e., the front cover portion <b>14</b> in the illustrated embodiment. It will also be appreciated that the anchoring strip <b>18</b> has top and bottom edges <b>18</b>a and <b>18</b>b secured to the inwardly facing surface <b>14</b>a of the front cover portion <b>14</b>.

In the embodiment of <figref idref="DRAWINGS">FIGS. 1-4</figref>, the top and bottom edges <b>18</b>a and <b>18</b>b of the anchoring strip <b>18</b> are adhesively secured in proximity to top and bottom edges <b>14</b>c and <b>14</b>d of the normally inwardly facing surface <b>14</b>a of the front cover portion <b>14</b>.

With regard to the internal substrate <b>20</b>, it has one vertical edge <b>20</b>a secured from substantially top to bottom by an adhesive to the normally inwardly facing surface <b>16</b>a of the back cover portion <b>16</b> opposite the anchoring strip <b>18</b>. The internal substrate <b>20</b> also has the other vertical edge <b>20</b>b secured by an adhesive from substantially top to bottom to the anchoring strip <b>18</b> on the surface <b>18</b>c opposite of and facing away from the normally inwardly facing surface <b>14</b>a of the front cover portion <b>14</b>. Still further, and as best shown in <figref idref="DRAWINGS">FIG. 2</figref>, the internal substrate <b>20</b> has a first fold line <b>24</b> positioned to be in spaced relation to the generally vertical fold line <b>22</b> when the booklet-shaped advertiser <b>12</b> is in the closed position.

With this arrangement, the internal substrate <b>20</b> also has a second fold line <b>26</b> on the side of the anchoring strip <b>18</b> which is opposite the first fold line <b>24</b>. The internal substrate <b>20</b> extends from the first fold line <b>24</b> to the second fold line <b>26</b> so as to pass under the anchoring strip <b>18</b>, i.e., it passes between the anchoring strip <b>18</b> and the inwardly facing surface <b>14</b>a of the front cover portion <b>14</b>. The vertical edges <b>20</b>a and <b>20</b>b are secured so as to cause the portion between the second fold line <b>26</b> and the vertical edge <b>20</b>b to pop up when the booklet-shaped advertiser <b>12</b> is moved from the closed position to the open position. As this occurs, the second fold line <b>26</b> of the internal substrate <b>20</b> moves into engagement with the edge <b>18</b>d of the anchoring strip <b>18</b> to form a generally semi-cylindrical pop-up <b>28</b>.

As will be appreciated and understood from <figref idref="DRAWINGS">FIG. 4</figref>, the internal substrate <b>20</b> is preferably notched as at <b>20</b>c and <b>20</b>d so as to avoid any interference with the top and bottom edges <b>18</b>a and <b>18</b>b of the anchoring strip <b>18</b> that are adhesively secured to the normally inwardly facing surface <b>14</b>a of the front cover <b>14</b>. This permits relative movement between the internal substrate <b>20</b> and the anchoring strip <b>18</b> such that the second fold line <b>26</b> can be moved from a position spaced from the edge <b>18</b>d of the anchoring strip <b>18</b> when the booklet-shaped advertiser <b>12</b> is closed to a position in engagement with the edge <b>18</b>d of the anchoring strip <b>18</b>. Because of this movement, the portion of the internal substrate <b>20</b> between the second fold line <b>26</b> and the vertical edge <b>20</b>b lies flat in contact with the surface <b>18</b>c of the anchoring strip <b>18</b> when the booklet-shaped advertiser <b>12</b> is closed but forms the pop-up <b>28</b> when the booklet shaped advertiser <b>12</b> is opened.

In other words, because the vertical edge <b>20</b>a of the internal substrate <b>20</b> is secured to the normally inwardly facing surface <b>16</b>a of the back cover portion <b>16</b>, and because the first fold line <b>24</b> of the internal substrate <b>20</b> is spaced from the generally vertical fold line <b>22</b> between the front and back cover portions <b>14</b> and <b>16</b> when the booklet-shaped advertiser <b>12</b> is closed, and due to the vertical edge <b>20</b>b being adhesively secured to the anchoring strip <b>18</b>, the second fold line <b>26</b> moves toward the edge <b>18</b>d of the anchoring strip <b>18</b> as the booklet-shaped advertiser <b>12</b> is opened, and the notches <b>20</b>c and <b>20</b>d permit the necessary movement that causes the semi-cylindrical pop-up <b>28</b> to be formed (compare FIGS. <b>2</b> and <b>3</b>).

Still referring to <figref idref="DRAWINGS">FIGS. 1-4</figref>, the internal substrate <b>20</b> may be formed to include a plurality of coupons <b>30</b>a-<b>30</b>d which may enhance the desirability of the pop-up advertising piece <b>10</b>. These coupons will, of course, be formed in a loose portion of the internal substrate <b>20</b> remote from the pop-up <b>28</b> and beyond where the vertical edge <b>20</b>a is adhesively secured to the normally inwardly facing surface <b>16</b>a of the back cover portion <b>16</b>. As shown, the coupons <b>30</b>a-<b>30</b>d can easily be removed by providing a vertical line of perforation <b>34</b> which is intersected by a plurality of horizontal lines of perforation <b>36</b>, <b>38</b> and <b>40</b>.

From the foregoing, it will be appreciated that the pop-up advertising piece <b>10</b> is unique and is such that it will capture the attention of a consumer. It can be used for a wide variety of products wherein a prominent display of the product or packaging can be placed on the pop-up <b>28</b> with graphics and/or text, and the remainder of the internal substrate <b>20</b> as well as the visible portions of the normally inwardly facing surfaces <b>14</b>a and <b>16</b>a can also contain graphics and/or text relating to the product (or service) advertised. If the pop-up advertising piece <b>10</b> is provided with coupons <b>30</b>a-<b>30</b>d, they can be designed as a purchasing incentive for the product addressed in the advertising piece <b>10</b>.

In addition, since the pop-up <b>28</b> lies flat when the booklet-shaped advertiser <b>12</b> is closed, the pop-up advertising piece <b>10</b> is well suited for use as a mailer. It is only necessary to form the booklet-shaped advertiser <b>12</b> in a size and shape meeting postal regulations and to use any conventional sealing technique to maintain the booklet-shaped advertiser in a closed position until it reaches the recipient. When that occurs, the recipient can open the booklet-shaped advertiser causing the pop-up <b>28</b> to assume a generally semi-cylindrical form thereby drawing attention.

Referring to the second embodiment illustrated in <figref idref="DRAWINGS">FIGS. 5-8</figref>, it corresponds very closely to the embodiment illustrated in <figref idref="DRAWINGS">FIGS. 1-4</figref> and, thus, the prime numbers define corresponding components of the pop-up advertising piece <b>10</b> and the pop-up advertising piece <b>10</b>′. With regard to the differences in the two embodiments, they will be described in some detail in order to facilitate an understanding whereas the common elements need not be described since they will be understood from their description in connection with the pop-up advertising piece <b>10</b>.

As for the differences, it will be noted that the internal substrate <b>20</b>′ has the vertical edge <b>20</b>a′ opposite the anchoring strip <b>18</b>′ secured to the normally inwardly facing surface <b>16</b>a′ of the back cover portion <b>16</b>′ much nearer the generally vertical fold line <b>22</b>′ between the front and back cover portions <b>14</b>′ and <b>16</b>′. The reason for this difference is that the pop-up advertising piece <b>10</b>′ does not include coupons such as <b>30</b>a-<b>30</b>d and, thus, by so positioning the vertical edge <b>20</b>a′, there is a much larger directly exposed area on the normally inwardly facing surface <b>16</b>a′ of the back cover portion <b>16</b>′ for providing graphic and/or text for advertising purposes. In addition to the foregoing, the pop-up <b>28</b>′ in the pop-up advertising piece <b>10</b>′ will be seen to have a double-thickness (i.e., two spaced cylindrical walls), as well as a window in the outer wall.

More specifically, the pop-up <b>28</b>′ has an outer surface or wall <b>28</b>a′ and an inner surface or wall <b>28</b>b′ with the outer surface or wall <b>28</b>a′ being essentially identical to the sole surface or wall of the pop-up <b>28</b>′ in the pop-up advertising piece <b>28</b>. The outer surface or wall <b>28</b>a′ is defined between the second fold line <b>26</b>′ and the vertical edge <b>20</b>b′ in precisely the same manner as the inner surface or wall <b>28</b>b′ which comprises an extension of the internal substrate <b>20</b>′ that is reverse folded as at <b>42</b>, caused to have a vertical fold line <b>44</b>, caused to have a vertical fold line as at <b>46</b>, and adhesively secured along a vertical edge <b>48</b> nested within the vertical fold line <b>26</b>′. With this arrangement, the vertical edge <b>20</b>b′ is still adhesively secured to the anchoring strip <b>18</b>′ but the adhesive does not extend beyond the vertical fold line <b>44</b>.

As a result, the pop-up <b>28</b>′ is quite unique in that it presents two pop-up surfaces or walls, i.e., <b>28</b>a′ and <b>28</b>b′ wherein the outer surface <b>28</b>a′ is formed to have a window <b>50</b> which is oval in the illustrated embodiment. The window <b>50</b> is formed such that the window flap <b>52</b> opens automatically when the pop-up <b>28</b>′ is opened by the consumer. In order to give a view of the graphics and/or text on the inner surface or wall <b>28</b>b′ of the pop-up <b>28</b>′. By providing this feature, the pop-up advertising piece <b>10</b>′ is even more unique and likely to draw the attention of the consumer to stimulate interest in a product that is being advertised.

While in the foregoing specification preferred embodiments of the invention have been described in detail, it will be appreciated that they have been set forth merely for purposes of illustration to understand the inventive concepts, and the present invention is only to be limited by the true spirit and scope of the appended claims.