Chapter 13: Your book lists 3 "types of advertising" under types of advertising. List, define and provide examples of each.
* Product advertising- is any method of communication about the promotion of a product in an attempt to induce potential customers to purchase the product. Advertisement usually requires payment to a communication channel. The general objective of product advertisement is to increase brand awareness or to demonstrate the differences between the product and competing products to induce purchasing.
Example - Products or services that appeal to the general public are often advertised on radio and television because they reach a broad ...view middle of the document...
Chapter 14: What's the difference between 'Data' and 'Information'? How does a company protect their proprietary information? Hacking is a serious problem in our high tech society. Do you see problems or opportunities for businesses going forward?
: What's the difference between 'Data' and 'Information'?
Data is raw, unorganized facts that need to be processed. Data can be something simple and seemingly random and useless until it is organized. When data is processed, organized, structured or presented in a given context so as to make it useful, it is called information. For an example each student's test score is one piece of data. The average score of a class or of the entire school is information that can be derived from the given data.
How does a company protect their proprietary information?
In general, for information to be considered proprietary, companies must treat it as confidential. Thus, information that is readily available in public sources will not be treated by the courts as proprietary. In addition, proprietary information should give the firm some sort of competitive advantage and should not be generally known outside of the firm. A company must be able to demonstrate that it has taken every reasonable step possible to keep the information private if it hopes to obtain court assistance in protecting its rights. Courts require that trade secret holders take 'reasonable' steps to maintain the secrecy of their trade secrets. Courts do not require that companies take all measures conceivable to maintain the secrecy, nor do courts require absolute secrecy. Rather, the confidentiality measures must be 'reasonable under the circumstances.
There are several steps a company can take to protect its proprietary information. Key employees with access to proprietary information may be required to sign restrictive covenants also called confidentiality, nondisclosure, or non-compete agreements that prohibit them from revealing that information to outsiders or using it to compete with their employer for a certain period of time after leaving the company. These restrictive covenants are usually enforced by the courts if they are reasonable with respect to time and place and do not unreasonably restrict the former employee's right to employment. In some cases the covenants are enforced only if the employee has gained proprietary information during the course of his or her employment.
In addition, the courts generally consider it unfair competition for one company to induce people who have acquired unique technical skills and secret knowledge during their employment at another company to terminate their employment and use their skills and knowledge for the benefit of the competing firm. In such a case the plaintiff company could seek an injunction to prevent its former employees and the competing company from using the proprietary information.
Companies may also develop security systems to protect their proprietary information from...