Trademark Advertising

One of the most important aspects of a trademark is the ability to use it in advertising.  The trademark represents a particular standard of quality to the world at large, especially if the trademark is firmly established in the marketplace.

The Internet is a very important place for trademark advertising.  However, the possibility that unfair trademark advertising will happen or that one may have to pursue an advertising trademark infringement lawsuit is huge.  What can happen in trademark advertising and why is it important?

Trademark Advertising Online

Trademark advertising online is vital to the success or failure of a business today.  Even major, established companies zealously guard their trademarks and use the Internet to reach new audiences.

Two major forms of trademark advertising on the Internet are:

• Keyword trademark advertising
• Adwords trademark advertising

Keword Trademark Advertising

Keyword trademark advertising is the presence of a trademark in the search results of Google or another search engine.  When a user types in particular keywords, advertisers pay for placement of their website and related links in the search result.  If your search result is 1 out of 500, you're going to get more traffic from users than if your result is number 200 or 496.

Adword Trademark Advertising

Adwords trademark advertising uses adwords in the display of pop-ups.  Though users generally hate pop-ups, adwords will trigger particular pop-ups which contain links to an advertiser's website.  If a user clicks on the ad, the advertiser makes money and gets more traffic to the website.

Word usage is critical to increasing traffic and business revenue.

Getting Legal Help

This article is in no way a substitute for legal advice.  Trademark law contains many subtleties that a trademark attorney will be able to manage and navigate for one who wishes to advertise a trademark or protect it from infringers.