WO2000042565A2

WO2000042565A2 - A promotion system and method including identifying user information

Info

Publication number: WO2000042565A2
Application number: PCT/US2000/000996
Authority: WO
Inventors: David Hedley-Noble
Original assignee: Hedley Noble David
Priority date: 1999-01-15
Filing date: 2000-01-14
Publication date: 2000-07-20
Also published as: WO2000042565A3; WO2000042565A9; AU3346200A

Abstract

A promotion system (10) including a printed distributable medium (20) to be received by at least one potential consumer and containing at least one article of information printed thereon. At least one location designator (40), including an encoded symbol is provided in association with the article of information. The system further includes a first computer (51) disposed at a remote location and containing additional materials associated with the acticle of information. A second computer (55) communicates with first computer by a network connection, having a reader assembly (45) connected therewith and structured to be passed in operative proximity to the location designator, and to detect and identify the encoded symbol so as to transmit the additional materials to the second computer for conveyance to the potential consumer.

Description

Description A PROMOTION SYSTEM AND METHOD INCLUDING IDENTIFYING USER INFORMATION

BACKGROUND OF THE INVENTION

This application is a continuation- in-part of a currently pending U.S. patent application having Serial No. 09/231,744 and a filing date of January 15, 1999, the contents of which are hereby incorporated by reference.

Field of the Invention

The present invention relates to a promotion system wherein articles of information, including photographs, text, graphics, and the like, are conveyed to a potential consumer via a distributable medium, and further, wherein the potential consumer is able to easily and effectively access additional informative materials associated with a particular article of information. The present invention, which may incorporate a relatively uniform and distinctive trademark for allowing potential consumers to readily identify those articles of information for which additional informative materials can be easily accessed, provides a large source of usable information in the preferred embodiments for gauging the effectiveness of the particular distributable medium and/or particular article of information in terms of ability to reach potential consumers, as well as identifying at least certain characteristics of the potential consumers who are reached. The present invention thereby enhances both the appeal and effectiveness of the article of information by expanding its traditional capabilities, revitalizing the distributable medium on which it is contained, and increasing the potential impact and exposure to be achieved by a particular article of information, without significantly elevating advertising and promotion cost.

Description of the Related Art

Individuals involved with marketing, advertising and other types of promotions are continuously seeking new and innovative ways to increase or enhance the exposure of their companies, clients or products to potential consumers and/or other interested parties, and to obtain feedback regarding the effectiveness of their advertisements and promotions, as well as the potential consumers and/or other parties who find them appealing. One well recognized way of obtaining the desired exposure for a particular entity and/or its products or services is, of course, through the use of a variety of promotions associated with a distributable medium that can be disseminated to large populations of potential consumers. Such promotions can include the development of advertisements, the generation of catchy logos and graphics, and/or the issuance of press-releases, granting of photo opportunities and/or interviews related to the entity or its products and services. Moreover, various articles of information which are distributed as part of a promotion can be made available to mass exposure utilizing any of a variety of distributable mediums, such as various types of printed publications as well as a variety of give-away items, samples, product packaging, etc. Naturally, however, such promotion and advertisement is not free, and as a result, it is important to maximize the exposure, impact and feedback associated with the particular advertisement or other article of information being distributed to potential consumers.

Size and location are some of the primary criteria to be considered in the promotion of goods or services, especially in regard to the placement of promotional materials on printed mediums, such as magazines, newspapers, and other publications. Of course, size and location are directly related to the overall cost of the particular promotion and the exposure which can be expected for the particular advertisement or other article of information that is the focus of the promotion. For example, the larger the size of an article of information provided by a promoter, such as an advertisement in a magazine, the greater the amount of space taken up thereby within the distributable medium, and as a result, the less space that is likely to be available within the distributable medium for being sold or used for other articles of information. As such, taking up extra space is directly reflected in the overall cost associated with the promotion. Likewise, the frequency with which a particular article of information is placed within a distributable medium, such as even repeatedly within a single distributable medium, is directly reflected in the overall cost associated with the promotion. Similarly, certain locations on a distributable medium are much more likely to be viewed by a potential consumer than are others, and these locations typically carry an expensive price tag or have size restrictions associated therewith. For example, in the case of a magazine or a telephone book, an article of information such as an advertisement is most likely to be viewed by a potential consumer if it appears on either the front or back cover. Of course, in the case of such print media, there is only one front cover and only one back cover, and promoters are forced to compete for this and other valuable "real estate" within the magazine, telephone book, newspaper, etc. From the foregoing, it should now be clear that the size and location of the "real estate" on which to place an article of information, as part of a promotion or otherwise, have a range of costs and as such, limit the extent of the promotion. It should further be clear, however, that the size of the "real estate" also limits the amount of information which can be included within or conveyed by a particular article of information.

In view of the foregoing, those charged with advertising or otherwise promoting a product or service desire to increase the exposure and effectiveness of particular articles of information. As such, it would be beneficial to provide a system and method which substantially enhances the effectiveness and also the potential exposure associated with a particular article of information, in a manner which is not cost prohibitive or difficult to implement by a promoter or consumer.

Further by way of background, recent developments in technology have opened up a variety of new avenues for receiving and disseminating information. Two primary sources of such advances include the popularization and common use of personal computers (PCs) , as well as the increasingly popular use of network connections between PCs, including the information superhighway called the Internet. Certainly, these technological advances have substantially increased the availability of information to all potential consumers and have provided a new location or "real estate" for promoters to make information available to potential consumers. Regrettably, however, these advances, including the popularity of television and radio, have also led to a decline in the popularity of printed publications in general, and as a result, with advertisers and other promoters as well. Specifically, promoters who are faced with the need to obtain "the most bang for their buck", are often turning away from the traditional promotional mediums, such as printed publications, when faced with limited resources, because they are thought to be declining in terms of readership by consumers, and to be somewhat unreliable in terms of accurately indicating which advertisements and/or other articles of information interest potential consumers. As such, a promotion system and method which can revitalize the effectiveness and popularity of printed mediums would be highly beneficial to both publishers and promoters. It would also be highly beneficial if a promotion system and method were developed which could provide a more accurate indication of the effectiveness of particular advertisements or other articles of information, as well as the distributable printed medium which conveys the advertisement or article of information. Moreover, any such system and method should take advantage of the lingering preference of traditional consumers for more conventional forms of distributable mediums, such as newspapers and magazines, utilizing the inherent acceptability of traditional advertising and promotion through those distributable mediums, but also taking advantage of the vast potential associated with computers, the

Internet and other types of network connections.

More in particular, it has become very popular recently for those who manufacture products or who otherwise want to promote a product or service to maintain what is known as a "web site" on the Internet, which allows a potential consumer using a personal computer connected to the Internet to readily access the web site and obtain a wide variety of information and materials. Each web site and/or web page within a particular web site has its own individual address, also referred to as a Universal Resource Locator or URL, which effectively directs the potential consumer directly to a particular web site or portion thereof. Unfortunately, however, even with the increase in familiarity of computers and Internet communication, many potential consumers are typically reluctant to take the time and steps necessary to seek such further and/or specific information, because doing so typically requires utilizing a conventional Internet connection and entering a long, odd-looking, and often complex web site address. Thus, even though people are becoming more and more familiar with the Internet, the fact that addresses for web sites or more specific information displayed somewhere within a web site are long and relatively complex is a drawback and can be said to hinder the potential for web sites to disseminate information.

For these reasons, it would also be beneficial to provide not only a system and method which effectively enhances and increases the effectiveness of advertisements, other types of promotions or promotional items, and other articles of information, but which also allows potential consumers to quickly, easily and contemporaneously access additional information, such as web sites and/or particular web pages displayed on the Internet, at the same time that that person has established access to the advertisement or other article of information on a distributable medium. That is because any such system or method would increase the likelihood that a potential consumer might desire to access additional information associated with a particular advertisement or other article of information. If any such system and method were developed, it should be substantially easy to operate so as to minimize any perceived potential inconvenience to the potential consumer, would preferably include a recognizable trademark or other indicia that is relatively uniform in its outward appearance for allowing potential consumers to readily identify those articles of information for which additional informative materials can be easily accessed, and further, would preferably be implemented in such a manner that does not detract from the appearance and principal effectiveness of the article of information as it was originally intended for the distributable medium. Finally, if any such system and method were developed, it should also be capable of providing a large source of usable information for gauging the effectiveness of a particular article of information and/or particular distributable medium in terms of ability to reach potential consumers, as well as of identifying at least certain characteristics of those potential consumers who find a particular article of information appealing enough to request additional materials relating thereto.

Summary of the Invention

The present invention is designed to address these and other needs which remain in the art and relates to a promotion system which substantially enhances the effectiveness of an article of information such as an advertisement, photograph, image, text or other promotional device, and further, which provides feedback for gauging the effectiveness and appeal of at least a particular article of information to potential consumers.

More in particular, the system of the present invention includes a distributable medium which is capable of being disseminated and received by at least one, but preferably a large number of potential consumers. The distributable medium is preferably of the type which can be readily viewed by the potential consumer, such as, but not limited to, magazines, newspapers, brochures, instruction sheets, and a variety of other tangible promotional items. The distributable medium includes at least one article of information therein or thereon for presentation to the consumer. The article of information, which may include advertisements, logos or other trademarks, photographs, oral or written information, illustrations, etc., is disposed so as to be conveniently accessed and preferably viewed in a conventional manner by the potential consumer. The distributable medium also, however, includes at least one location designator that is associated with the at least one article of information, although preferably, each article of information contains a specific location designator associated therewith, such as, but not limited to, an easily recognized encoded symbol that may appear to have a consistent or relatively uniform outward appearance, and which thereby acts as a distinctive trademark for allowing potential consumers to readily identify those articles of information for which additional informative materials can be easily accessed.

The promotion system of the present invention further includes an information storage assembly. The information storage assembly is structured to contain at least some additional materials associated with the at least one article of information contained on the distributable medium. In particular, each article of information which has a location designator associated therewith, corresponds to certain additional material, such as but not limited to, more detailed information disposed on the information storage assembly. Preferably, that additional material is maintained at a location on or within the information storage assembly which corresponds to the location designator. To this end, the present system further includes a link generator. The link generator is responsive to the location designator and is structured in one preferred embodiment to initiate communication with the information storage assembly. As a result, the link generator identifies the specific location on or within the information storage assembly that has been designated by the location designator, even in an embodiment wherein all location designators have a recognizable and relatively uniform outward appearance to the potential consumer. In addition to initiating communication with the information storage assembly, the link generator further functions to initiate the conveyance of the additional materials corresponding the article of information associated with the location designator, to the potential consumer. In at least one embodiment, the link generator further functions to initiate the conveyance of usable information, such as information about one or more particular potential consumers, information about the particular article of information which led to the request for additional information, and/or the distributable medium on which the article of information is disposed, which led to the request. As a result, the article of information is greatly enhanced because a potential consumer is able to readily access additional materials corresponding the article of information selected, including general consumer information, product information, ordering information, assembly information, and the like, and also because a large quantity of usable information is provided which identifies at least certain minimal characteristics of potential consumers and/or the effectiveness of either particular articles of information or particular types of distributable medium, or both, in terms of reaching and interesting potential consumers and/or targeted groups of potential consumers. The present invention further relates to a method of enhancing the information which can be provided in connection with a particular article of information. Specifically, until the present invention, articles of information that are generally provided on distributable medium have been limited to what can physically be contained by the distributable medium, and further, their effectiveness or appeal to potential consumers have been discernable primarily only by consumer surveys, which many consumers loathe, and/or by general information provided by the operators of various distributable mediums as to their distribution and/or sales demographics. The method of the present invention, however, functions to enhance the articles of information, despite the physical space limitations associated with a particular distributable medium, by providing additional information and materials which can be readily and effectively accessed and utilized by potential consumers, and further, by advertisers, publishers, and other types of promoters or third parties .

An embodiment of the method of the present invention includes an initial step of placing at least one article of information on a distributable medium. Next, or preferably simultaneously, at least one location designator associated with that article of information is disposed on the distributable medium. Preferably, the location designator has a recognizable and outwardly uniform appearance, but is encoded to or otherwise structured to specifically correspond to a location on a remote information storage medium, such as but not limited to, a particular web site or page(s) within a web site on the Internet wherein additional information associated with that article of information is located. As a result, the quantity of additional materials associated with the article of information is placed on the remote information storage medium at that specific location that corresponds the location designator. The location designator is preferably also encoded or otherwise structured to identify features of the particular article of information as well as the distributable medium with which it is associated, its placement within the distributable medium, etc. in order to provide usable information and feedback to advertisers, publishers and other promoters, as described in greater detail herein. The distributable medium is then distributed to users, such as potential consumers. Once received by a potential consumer, the article of information is capable of being accessed, such as by being read or viewed. The consumer may then desire to access more detailed information or other additional information or materials relating to a selected article of information, whereupon, a link generator is placed at least temporarily in operative proximity to the location generator associated with the article of information selected. As a result, the location generator is detected and in one preferred embodiment, the specific location corresponding the location designator on the remote information storage medium is accessed. Once that location is accessed, the additional materials associated with the article of information are provided to the consumer so as to enhance the effectiveness and/or informative ability of the article of information selected, and in another preferred embodiment, usable information regarding the potential consumer, as well as the article of information and/or the distributable medium, can be conveyed to an operator of the remote information storage medium and/or another designated party. In addition, when the location designator is placed on the distributable medium, it is preferably printed in substantially close proximity, and preferably, directly on or as part of the article of information, such that placing the link generator at least temporarily in operative proximity to the article of information also results in the step of placing the link generator in operative proximity to the location generator. As a result, in one preferred embodiment, a potential consumer may merely be required to identify an article of information about which he or she desires or requires additional materials, and to place a link generator in proximity thereto, so as to achieve facilitated access to the additional materials. Alternatively, the location designator may be defined by an easily recognized symbol and/or trademark, which because it may appear to have a consistent or relatively uniform outward appearance for the identification of those articles of information for which additional materials can be accessed, can be termed a "uniform identifier", but which, in fact carries distinct and variable encoded information recognizable by the link generator and corresponding to a specific article of information and location on the remote information storage medium.

Accordingly, it is a primary object of the present invention to provide a promotion system and method capable of providing one or more potential consumers with additional information and materials relating to a particular article of information of interest to the potential consumer (s), in a manner which is substantially easy to implement.

It is also a primary object of the present invention to provide a promotion system and method which substantially enhances the effectiveness of advertisements and other types of articles of information on a distributable medium, such as but not limited to a magazine, newspaper or book, by allowing an advertiser to provide potential consumers with facilitated access to substantial additional quantities of information and materials, without requiring the purchase or use of additional space in the distributable medium in order to convey the additional quantities of information and materials.

Another important object of the present invention is to provide a promotion system and method which has the ability to provide advertisers and other promoters, as well as publishers and/or distributors of distributable mediums, a substantial amount of usable information regarding their consumers, the effectiveness of a particular distributable medium for conveying certain articles of information, and/or the effectiveness of a particular article of information and/or format thereof.

Yet another object of the present information is to provide a promotion system and method which increases the effectiveness of printed distributable mediums, such as magazines, newspapers, etc., and accordingly, which attracts both advertisers and consumers, by maximizing the effective use of even a small space in the distributable medium through the ability to convey a vast amount of additional materials to potential consumers, even from only a small space in the printed distributable medium.

Still another object of the present invention is to provide a promotion system and method which not only enhances the effectiveness of advertisements and other articles of information, but which also can effectuate a resurgence in the use and popularity of printed distributable mediums by both consumers and advertisers . A further object of the present invention is to provide a promotion system and method which will not detract or otherwise affect the overall impact and appearance of a conventional, printed article of information, but which also has enhanced capabilities to provide additional materials, if desired. An added object of the present invention is to provide a promotion system and method which may be readily identified by potential consumers as a vehicle by which to access additional information and materials associated with one or more articles of information carried on or within a distributable medium. Also an object of the present invention is to provide a promotion system and method which can maximize the effectiveness of low cost, small advertisements in printed distributable medium, thereby making mass advertising and promotion more affordable.

Yet another object of the present invention is to provide a promotion system which will provide publishers of printed distributable medium, such as but not limited to a magazine or a newspaper, who want to feature information on a particular topic within the distributable medium, to more readily entice advertisers and other promoters to purchase space within the distributable medium, by allowing the publishers and/or advertisers to present an article of information and location designator within or near the space occupying the featured information, and thereby, to also sell the space corresponding the featured information regardless of whether that includes photos, sketches, written text or the like. These and other objects, features and advantages associated with the present invention will become apparent from the detailed description of the preferred embodiments as well as the drawings and accompanying claims .

Brief Description of the Drawings

For a fuller understanding of the nature of the present invention, reference should be had to the following detailed description taken in connection with the accompanying drawings in which: Figure 1 is a perspective schematic illustration of the promotion system of the present invention including alternate types of distributable medium.

Figure 2 is a detailed view of a link generator in one preferred embodiment . Figure 3 -A is an isolated view of one preferred article of information and location designator according to the promotion system of the present invention.

Figure 3-B is an isolated view of another preferred article of information and location designator of the promotion system of the present invention.

Figure 4 -A is intended to illustrate any type of article of information, as indicated by the box, including a preferred location designator in an alternative size.

Figure 4-B illustrates a possible strategic placement of the location designator seen in Figure 4-B within an article of information in the form of an illustration or photograph.

Like reference numerals refer to like parts throughout the several views of the drawings .

Detailed Description of the Preferred Embodiment Shown throughout the Figures, the present invention is directed towards a promotion system, generally indicated as 10, as well as method. Specifically, the promotion system 10 is structured to significantly enhance the effectiveness of advertisements and other materials within or on a distributable medium, including photographs, sketches and text, as well as other promotional items. More in particular, the promotion system 10 gives potential consumers the ability to access an almost unlimited body of additional materials from the admittedly limited space within the distributable medium or on another promotional item. In the most preferred embodiments, the present invention also provides a large source of usable information for gauging the effectiveness of the particular distributable medium(s) and/or particular article of information in terms of ability to generate interest among potential consumers, as well as identifying at least certain characteristics of the potential consumers being reached thereby.

Referring now to Figure 1, the promotion system 10 of the present invention includes a distributable medium 20 which is to be received by or observed by at least one potential consumer. The distributable medium 20 includes, in the illustrated embodiment, a printed distributable medium such as a magazine, newspaper, flyer, brochure, owner's manual or instruction manual or other printed publication. Alternatively, however, the distributable medium may include a variety of other items, such as promotional items like a frisbee 20' or a key chain, refrigerator magnet, etc. The distributable medium might also include, however, actual products being sold, or the labels on such products, a video medium, such as a video cassette tape, a digital video disc and the like, or on an audio medium, such as a cassette tape, a compact disk and the like, and/or any other medium which can be effectively distributed to a potential consumer and which can include at least one article of information.

More in particular, the distributable medium 20 of the present invention includes at least one article of information contained therein or thereon, as indicated by reference numerals 30, 30', 30" and 30''' in the Figures. The nature of the article of information will generally correspond the type of distributable medium, but will preferably be presented in the specific format and manner dictated by the promoters, advertisers, publishers, etc. putting together the distributable medium 20. In the most preferred embodiments, the article of information 30, 30', 30" or 30''' will typically comprise a specific advertisement, or a portion thereof, see Figure 1, and would be commonly found within the preferred, printed distributable medium 20. Thus, and by way of example only, a product logo 30 or product illustration 30' within an advertisement can each define a separate article of information and yet both would fall within the spirit and scope of the present promotion system 10 and method. As yet other alternatives related to a printed distributable medium 20, a photograph 30" or written text 30' ' ' can also constitute the article of information. In general, the article of information can comprise any one of these items within an advertisement or a news-type or other informational article in the case where the distributable medium 20 is print media, but preferably, the article of information 30 will correspond to an item which draws the interest of a reader or potential consumer and which is likely to entice him or her to want additional information, not found within the confines of the distributable medium 20. Accordingly, it is recognized that any printed item, including video and/or audio items, may define the article of information, dependent solely upon the nature of the distributable medium and the design concepts of the promoter. Moreover, although only one article of information is required as part of the present system, it is preferred that for a variety of distributable mediums, such as the printed publications, a plurality of the articles of information be included thereon in a conventional fashion and layout, each or a number of the articles of information being integrated with the system of the present invention, as will be described subsequently herein.

The distributable medium of the present promotion system 10 also preferably includes at least one location designator, which is indicated generally in Figures 1, 3 -A and 3-B by the reference numerals 40. The location designator 40 is structured and disposed to be associated with an article of information of the present system 10. As such, in the case of a distributable medium

20 including a plurality of articles of information as part of the present system, a plurality of location designators will preferably be provided, each being associated with one or more of the articles of information of the present system. The location designators 40 are preferably structured to define and/or contain certain details, as will be described subsequently, that correspond to the article (s) of information with which they are associated.

The specific nature of the location designator 40 will generally depend upon the nature and capabilities of the specific distributable medium. As such, the location designator 40 can include any of a variety of configurations presently known or to be developed which can serve as coded identifying information, including optical marks, glyphs, a data matrix, a holographic image carrying coded information, a pixel encoded image or another format relying upon magnetic encoding, video or audio encoding, electronic encoding, etc. However, in the embodiment of Figures

1, 3 -A and 4, the location designator 40 comprises a bar code. In particular, the bar code is one of the preferred embodiments for its ability to provide a large number of variations of coded information in a readily identifiable and relatively compact space. As illustrated in Figure 1, the bar code 40' may merely be printed directly on the distributable medium 20, whether an object or printed material, but in one embodiment, the bar code 40' is preferably printed adjacent or at least in the general vicinity of an article (s) of information, such as 30', so as to provide ready and convenient access thereto and so as to clearly indicate its association with the article of information 30' .

In a further embodiment, however, and with reference to Figures 3 -A, 4 -A and 4-B, the bar code 40 or other location designator is formed within or as part of the article of information 30. That is, the bar code 40 will most preferably, not be observable within the article (s) of information, because it is desirable, particularly in the case of advertisements, to make a clean, uncluttered and relatively simple presentation so as to attract a viewer's interest. Thus, in Figure 3 -A the bar code 40, which is depicted in phantom lines for purposes of illustration, is preferably printed on the printed distributable medium 20 as part of the article (s) of information 30, thereby clearly associating or relating a given location designator with a corresponding article of information. In this regard, depending upon the nature of the distributable medium, and in the case of a printed distributable medium, on the nature of the printing process used, the location designator 40 is printed integrally with the article of information 30, 30', 30" or 30' ' ' either simultaneously or in overlying or underlying relation thereto. Significantly, however, the location designator 40 is preferably disposed as part of the article of information 30 in such a manner that it is generally indistinguishable from the article of information itself to the perception of the viewer or potential consumer, and will therefore, not detract from the overall impression meant to be conveyed by the article of information 30. With reference to Figure 4-B, in another embodiment relating to a printed distributable medium 20, the specific color scheme of the area to be taken up by the location designator will substantially correspond to the precise color scheme of the article (s) information 30. For example, in the case of the preferred bar code 40, each bar code 40 will have a specific format depending upon the information it will convey, and as shown in Figure 4 -A, this format might comprise a very short or thin strip of alternating pixels or dots having contrasting colors, which are not necessarily limited to merely black and white. That is, the format of the preferred bar code 40 shown in Figure 4 -A might be sized to be as small as possible and yet be readable by a bar code or other scanning device, and further, the placement of this bar code 40 will preferably be strategic within the article of information 30, such that it is not likely to be easily noticed, and as illustrated in Figure 4-B, might be placed at the horizon line in an article of information comprising a sketch or photograph of a landscape. Even further, the alternating contrasting colors utilized within the bar code 40, will preferably be comprised of colors which correspond to that area of the particular article of information chosen for placement of the bar code, such as, by way of example only, to correspond the colors within an article of information showing a darkening horizon: dark gray, lighter gray, dark blue, lighter blue, etc. Also, this type of location designator would be well suited for use within an article of information 30 found on a newspaper type of distributable medium 20, which typically utilizes a series of tiny dots, called pixels, to form images. Accordingly, in order to effectively conceal the location designator 40, whether a bar code or a pixel encoded image, such that a consumer will generally not be able to distinguish the bar code 40 from the article of information 30, the color schemes of each area within an article of information selected for use with the present invention will most preferably be analyzed and then chosen to achieve the result that the bar code 40 will be matched rather precisely, to blend in and/or merely form a part of the article of information 30. It is noted that depending upon the printing techniques available, the color schemes may be matched by a separate process or can be effectively achieved merely by overlying the bar code image and the article of information within a printing layout computer processor prior to the actual printing process. Regardless of the specific method of actually placing the location designator 40 to match the article of information 30, the end result in one embodiment of the present invention is that a potential consumer viewing the distributed medium 20 will merely see the article (s) of information 30 thereon, but will not readily identify or distinguish the location designator 40 therefrom. Accordingly, the layouts of the articles of information 30 on the distributable medium 20 can follow conventional, desirable guidelines, while still providing for a location designator 40.

Referring now to Figure 3-B, the location designator 40 may also comprise a uniform identifier 42 disposed on or in the vicinity of the article of information 30. The uniform identifier 42 preferably comprises a symbol or image that carries encoded information recognizable by a link generator 45 and which corresponds to a specific article of information 30 and location on an information storage assembly 50, both described in greater detail subsequently herein. While the uniform identifier 42 may be in the format of a specific trademark for the goods or services appearing in an advertisement and may thereby differ in outward appearance from one article of information 30 to another, in a more preferred embodiment, the uniform identifier 42 will appear to have a consistent or relatively uniform outward appearance for allowing potential consumers to readily identify the presence and existence of the uniform identifier 42 or location designator 40 and its association with articles of information for which additional materials can be accessed. For example, the uniform identifier 42 may include a specific logo or trademark of a particular distributable medium itself, such that all articles of information 30 contained therein, and for which additional information is available, will have preferably the same, uniform looking identifier 42 associated therewith and ideally, at a uniform location relative to each article of information 30. More preferably, however, a particular, single encoded symbol or uniform identifier 42 can be utilized for many different distributable mediums, and can be positioned in generally the same location relative to each article of information 30. As one example only, the uniform identifier 42 may comprise a data matrix having a relatively small dimension of generally about one-half inch by one-half inch and being consistently disposed within an article of information at a lower region or end portion thereof, and further, which offers a generally uniform exterior appearance while at the same time carrying different encoded information that varies from one article of information to another. As a result of a uniform identifier 42 having this more preferred embodiment, whenever a potential consumer receives or observes a distributable medium 20 and is viewing a particular article of information 30, he, she or they will become accustomed to where to look and what to look for in terms of finding a location designator 40, in order to know whether additional information and materials can be accessed for particular articles of information 30, as will be described. With regard to the foregoing embodiment, it is emphasized that the uniform identifier 42 has been described in the format of a data matrix as an example only, in that the uniform identifier 42 could comprise instead any one of the other formats or encoding methods described previously herein and yet achieve the more preferred goals for the location designator 40. In addition to the distributable medium 20 having at least one article of information 30 and a location designator 40 or 42 associated therewith, the promotion system 10 of the present invention also preferably includes an information storage assembly 50, such as but not limited to a computer processor 51, as shown in Figure 1. The information storage assembly 50 is structured to contain, and to convey to the potential consumer, at least some additional materials associated with a particular article of information 30 on the distributable medium 20. By way of example only, the additional materials can include more detailed product descriptions, pricing, safety or consumer choice ratings, ordering information, availability, contact information, warranty information, comparison information vis-a-vis related products, manufacturer information, and the like, which relates to an article of information 30 found on the distributable medium 20. As such, in the case of a product 30' featured or being promoted on a printed distributable medium 20, the additional materials can provide details regarding that product, as well as other related information, such as a listing of related products or related pieces of information.

In the preferred embodiment, the information storage assembly 50, which may be defined by a computer processor 51, is preferably disposed at a remote location, meaning at a location, which in general, is not physically close to the potential consumer viewing the distributable medium 20. As such, the computer processor 51 can include a network database processor, stand alone computer processor, main frame processor associated with an integrated computer network, or other processor or device, capable of being accessed and storing a large quantity of materials. Alternatively, the information storage assembly 50 may comprise a digital storage medium such as a compact disk, floppy disk, digital video disk, etc. that would not necessarily have to be disposed at a remote location. As illustrated in Figure 1, communicatively associated with the information storage assembly 50, in the preferred embodiment, is a local computer processor 55, disposed at a location which is in general, physically near to the potential consumer viewing the distributable medium 20. The local computer processor 55, which may comprise a personal computer having a high speed micro-processing chip, a video display terminal and a key board, or even a television equipped to access the information storage assembly 50, is preferably, but not necessarily, separate and distinct from the information storage assembly 50, and further, is communicatively linked to the information storage assembly 50, through a network or other online connection 52, which might include various forms of data transmission, such as telephone lines, fiber optic cables, DAT, satellite or other wireless networks, all of which are either currently known in the art or utilized for an internal network or for remote access to a data base or main frame via the Internet . The promotion system 10 further includes a link generator 45. The link generator 45, which may be integrally formed with the local computer processor 55, is a preferably a separate device structured to detect and identify the coded information carried by the location designator 40, and further, to initiate access to and/or communication with the information storage assembly 50. In a more preferred embodiment illustrated in Figure 2, the link generator 45 is operatively coupled to the local computer processor 55 and is configured to be responsive to the location designator 40 on the distributable medium 20. For example, in the case of the bar code 40, the link generator 45 includes a bar code scanner 48 or other optical scanning device which is structured to detect and read the bar code 40 or 40 ' . This bar code scanner 48 can be an independent structure, such as but not limited to a scanner device in the shape of a pen, a wand or other shape, which is connected either by hard type of cable connection or remotely by wireless connection, to the local computer processor 55. It is pointed out, again, that the specific nature of the link generator 45 will generally depend upon the nature of the location designator 40 or 42 utilized, and as such, can include any of a variety of optical or other scanning devices presently known or to be developed, which can serve to scan or detect the coded identifying information carried by the location designator, whether an optical mark, a glyph, data matrix, holographic image, magnetic encoded device, pixel encoded device, video or audio encoded device, electronic encoded device, etc. In a most preferred embodiment and as illustrated in Figure 2, however, the scanner device is preferably integrated into what is referred to in the art as a "mouse, " which is a conventional structure typically connected by way of a cable connection to the local computer processor 55, and which has a roller ball 46, such that preferably, the scanner 48 would be spaced proximate to the roller ball 46. In use, the link generator 45 is passed in operative proximity to the location designator 40, and in the embodiments wherein the location designator is a bar code 40 and the link generator is a bar code scanner 48, the "mouse" or other computer pointer control structure carrying the bar code scanner 48 is passed directly over the location designator 40, such that the location designator 40 can be readily detected and identified by the link generator 45. Accordingly, in the embodiment wherein the bar code 40 is formed directly with the article of information 30, and is generally indistinguishable therefrom by the potential consumer, the consumer is not required to identify the location designator, but is merely prompted to pass the link generator 45 in operative proximity to the specific article of information 30, about which they would like further materials. Since the location designator 40 is preferably formed with the article of information 30, the link generator 45 actually detects the location designator 40 as it is placed in operative proximity to the corresponding article of information 30, however, as the consumer does not generally perceive the location designator 40, the distributable medium 20 can maintain a substantially conventional configuration and appearance for normal perception by the potential consumer. Indeed, such a configuration may be particularly favorable as it does not require the promoter to modify or otherwise alter or clutter the conventional layouts and design characteristics of the article of information 30, while still effectively integrating use of the link generator 45 and the location designator 40. Also, although the link generator 45 has been recited in the foregoing example as a bar code scanner, the spirit and scope of the present invention should be deemed to encompass other "reader" type devices as the link generator 45 corresponding to the type of encoding utilized by the location designator 40, such as a magnetic reader, optical image reader/scanner, pixel de-coder, etc . It may be noted from the foregoing that because the location designator 40 of the present invention is not readily identified in one of the preferred embodiments, a potential consumer or other viewer will have difficulty in knowing when and/or where to pass the link generator 45 in operative proximity to an article of information. To resolve this issue, the present invention contemplates the use of a readily recognizable symbol, logo or other trademark which in the case of a distributable medium of a magazine or newspaper, will preferably be disposed both on a front cover thereof, and on the pages within that medium which have an article of information 30 having a location designator 40 embedded therein. Although this feature might still cause the consumer or reader to pass the link generator 45 over articles of information which do not have a location designator therein, it is believed that some, if not many consumers will consider this a challenge and will attempt to locate or discover the location of the one or more location designators. This feature could, in fact, be viewed by advertisers or publishers as a benefit in that the potential consumer is likely to dwell on or at least, remain exposed to the particular advertisement and/or distributable medium wherein the article of information appears, for a longer period of time than he or she should normally would have. Alternatively, one or more additional cues might be included as part of the present invention, such as by underlining key words within text as an example, to indicate to a consumer or reader that there is a location designator therein or thereon. In addition, and as previously recited herein, the location designator 40 may comprise a particular, single encoded symbol or uniform identifier 42, which can be utilized for many different distributable mediums, and further, which can be positioned in generally the same location relative to each article of information 30 so that potential consumer (s) become accustomed to where to look and what to look for in terms of finding a location designator 40.

Upon detecting and identifying a specific location designator

40 or 42 on a distributable medium, as directed by a potential consumer, the link generator 45 is also preferably structured to initiate communication with the information storage assembly 50.

In the preferred embodiment wherein a local computer processor 55 is provided, the link generator 45 communicates with the local computer processor 55, and through the utilization of conventional software or hardware programming either within the link generator 45 or the local computer processor 55, the location designator 40 is preferably translated into a corresponding address, location or designation on the remote information storage assembly 50. For example, the link generator 45 will preferably read the preferred location designator 40 comprising a bar code 40, and will translate the coded information thereon into a specific URL or

Internet address corresponding a particular web site, or pages within a web site, or into another address on a remote database. It is at that specific remote web site or other remote location where the additional materials associated with the selected article of information 30 are stored, which additional materials might possibly also include links to even further additional materials. As a result, the link generator 45, in addition to initiating communication with the information storage assembly 50, also initiates the conveyance of the additional materials corresponding the article of information selected, to the potential consumer, such as on a video monitor 56 of the local computer processor 55. Of course, it is recognized that conveyance of the additional materials can include the mailing or subsequent transmission of additional materials, including an actual product or sample, a request for personal communication, such as with a representative from a company of interest or regarding a particular article of information, and/or other conveyances of information and materials.

In the more preferred embodiments, the present invention is additionally structured to provide a large source of usable information for gauging the effectiveness of the particular distributable medium and/or particular article of information in terms of ability to reach and interest potential consumers. Accordingly, the location designator 40 or 42 is preferably structured to be capable of identifying the particular article of information 30 and/or the particular distributable medium 20 in or on which the article of information 30 appears, that interested a potential consumer enough to cause him or her to request that additional information and materials be conveyed to him or her. More specifically, it is understood that an advertising agency or other promoter may place a particular article of information 30, such as a single advertisement, on or within various different distributable mediums, and would like to know which of those various distributable mediums is most effective in terms of reaching potential consumers, and importantly, a targeted audience of potential consumers. As such, the present invention contemplates the use of a location designator 40 or 42 which preferably carries not only encoded information corresponding to an address on the information storage assembly 50 from which additional information is to be retrieved, but also identifying information corresponding to the distributable medium 20 in which a particular article of information 30 appears, such as but not limited to, the name of the distributable medium, the date thereof, as well as possibly the page number or other location within the distributable medium on which the particular article of information appears. Similarly, an advertising agency or other promoter may create a number of different articles of information 30, all of which relate to a single product or topic, and may place these various articles of information in a single distributable medium or even in different distributable mediums, and in either case, would like to know which of those various articles of information are most effective in terms of interesting potential consumers and/or a targeted audience of them. As such, the location designator 40 or 42 will preferably also carry encoded information corresponding to and separately identifying each of the various articles of information, in order to provide feedback on the effectiveness of one design format, color selection, etc. versus another. As indicated above, the location designator 40 or 42 associated with an article of information 30 can be structured to carry encoded information corresponding to a location or address on an information storage assembly 50 where additional information and materials associated with a particular article of information 30 are located, as well as additional encoded information identifying each article of information 30, each type of article of information, and/or each distributable medium in which a particular article of information appears. Alternatively, however, and although less preferably, the information storage assembly 50 could contain a number of separate web pages or other locations with several of them having substantially the same additional information and materials disposed thereon, with the location designator 40 or 42 associated with a particular article of information being structured to merely point a potential consumer wishing to access the additional information materials associated therewith to a particular location or address. Regardless, the present invention contemplates that the location designator 40 or 42 is structured to provide this and other usable information for gauging the effectiveness of particular articles of information as well as particular distributable mediums to an appropriate party, such as but not limited to, the operator of the information storage assembly 50, and in particular, of the web site or other location where the additional information and materials are disposed, or another appropriate party who may be monitoring the potential consumer (s) requests for the additional information and materials. The present invention contemplates another embodiment wherein information is provided on at least certain characteristics of the potential consumers being reached by the various distributable mediums 20 and articles of information carried therein 30. More in particular, the system and method of the present invention contemplates that each link generator 45 will correspond to a particular user, household, business or establishment, and that each particular link generator 45 and/or the local computer processor 55 with which it is used, will have to be registered in order to become operable. More specifically, each link generator 45 will preferably require, in order to allow a potential consumer to access additional materials associated with a particular article of information, the one time entry or other manner of providing of identifying user information, including certain personal information, which can be minimal in nature, such as the potential consumer's geographic location or zip code, age, sex, and income bracket, or it can be more extensive and identifying in nature, including the potential consumer's name, address, credit card information, level of schooling, career, etc. Even minimal personal information of potential consumers can be of great value to advertisers, other promoters, publishers and/or distributors of the distributable medium and to other third parties, as it helps them to know the types of potential consumers who are interested in their products or services as well as what magazines, newspapers, other distributable mediums, etc. are likely to interest the potential consumers that they wish to target for particular advertisements and promotions. As such, the link generator 45 is preferably also structured and/or programmed to transmit at least part of the potential consumer's personal identifying user information to the information storage assembly 50 and/or to another location as may be designated by the location designator 40 or 42. The link generator 45 preferably initiates the conveyance of at least part of the identifying user information to the information storage assembly 50, and preferably in association with the encoded information carried by the location designator 40, 42 relating to the specific article of information 30 and/or distributable medium 20 that led to the request for the additional information and materials from the information storage assembly 50. Accordingly, the type of potential consumers interested in a particular product and/or who receive a particular distributable medium, and/or who are most likely to seek additional materials in this fashion, are identified. Of course, these are merely some examples of the potential uses of the conveyed information relating to the potential consumer, the article of information and/or the distributable medium.

From the preceding, it is also seen that the present invention relates to a method of enhancing information provided by an article of information 30. In particular, the preferred method comprises the initial steps of placing at least one of the article of information, such as 30, 30', 30" or 30' ' ' and at least one location designator, such as 40 or 42, which is associated with the article of information, on a distributable medium, such as 20. These steps can be performed either separately or simultaneously, but in one embodiment the location designator 40 is formed as part of the article of information such that it is not generally capable of being distinguished by the consumer from the article of information. In conjunction with these steps, additional material (s) associated with the article of information are placed at a specific location on an information storage assembly 50, preferably a remote information storage medium 50, which corresponds the identifying information carried by the location designator 40, such that upon the distributable medium 20 being distributed to and accessed by a potential consumer, a link generator 45 may be placed at least temporarily in operative proximity to the location generator 40 for detection thereof and to initiate access to the specific location corresponding the location designator 40 on the remote information storage medium 50. Accordingly, the additional materials associated with the article of information 30 are quickly, easily, and effectively accessed by the potential consumer. Furthermore, and as described previously, in certain of the preferred embodiments, the method of the present invention includes the step of conveying to an operator of the remote information storage medium 50 or to another interested party, usable information relating to the article of information, the distributable medium on which it is carried and/or the potential consumer.

Referring once again to the preferred embodiment of the present invention, wherein the location designator 40 comprises a bar code and the link generator 45 comprises a bar code reader or scanning device, it is pointed out that the bar code and bar code reader may be preferred for utilization with the present invention because bar code technology is relatively well known, established and readily available. For example, traditional bar code printing and reading systems which could generally be utilized include those recited in: U.S. Patent No. 3,961,574 issued to Fotland for an Electrostatic Bar Code Printer, U.S. Patent No. 3,955,497 issued to Sydnor for a Bar Code Printing Device, U.S. Patent No. 3,991,299 issued to Chadima, Jr. et al . for a Bar Code Scanner, U.S. Patent No. 5,086,215 issued to Carsner et al . for a Method and Apparatus for Discriminating or Locating Bar Codes for an

Optical Mark Reader, and U.S. Patent No. 5,424,525 issued to Rockstein et al . for a Portable Bar Code Symbol Reading Device, each of which are incorporated herein by reference. It is pointed out again, however, that a variety of other, known and even yet to be developed printing and scanning technologies could be effectively integrated into the present invention and method, such as the data matrix technology preferred for the embodiment of Figure 3-B.

Also with regard to the present invention, it is recognized that although the additional information and materials is preferably retrieved from a remote information storage medium, advancements in encoding technology has and/or may ultimately provide that all of the additional information and materials are directly encoded on the location designator 40 or 42, itself. In such a configuration, the link generator 45 scans the location designator 40, 42 and initiates the conveyance of the additional materials by initiating a decoding process that will make all of the additional materials encoded on the location designator viewable and/or available to the user. By way of example, a microdot type configuration could be utilized as all or part of the location designator, the additional materials being encoded thereon by being reduced to microscopic size until enlarged for further viewing or use as, or as part of, an executable program.

Since many modifications, variations and changes in detail can be made to the described preferred embodiment of the invention, it is intended that all matters in the foregoing description and shown in the accompanying drawings be interpreted as illustrative and not in a limiting sense. As one example, only, although the present invention is referred to as a promotion system, this can be said not only to promote the goods and services found within a particular advertisement or article, but also to promote the purchase and/or reading of magazines, newspapers, manuals, brochures, etc., and further, can be said to apply to any system geared to provide more information about an article of information which appears on the admittedly limited space of a distributable medium. Moreover, promotion can be deemed to encompass the providing of additional materials for both positive or negative reasons, and whether required from the entity providing the additional materials, such as in the case of product labeling, or at the election of the entity for any reason. Thus, the scope of the invention should be determined by the appended claims and their legal equivalents. Now that the invention has been described,

Claims

1. A promotion system comprising:

(a) a distributable medium to be received by at least one potential consumer; (b) said distributable medium including at least one article of information thereon;

(c) said distributable medium further including at least one location designator associated with said article of information;

(d) an information storage assembly structured to contain additional materials associated with said article of information; and

(e) a link generator responsive to said location designator and structured to initiate communication with said information storage assembly and initiate conveyance of said additional materials corresponding said article of information associated with said location designator to the potential consumer, thereby enhancing said article of information.

2. A promotion system as recited m claim 1 wherein said distributable medium comprises a printed medium. 3. A promotion system as recited in claim 1 wherein said distributable medium contains a plurality of said articles of information.

4. A promotion system as recited m claim 3 including a plurality of said location designators, each of said location designators associated with a different one of said plurality of articles of information on said distributable medium.

6. A promotion system as recited in claim 1 wherein said location designator is proximately associated with said article of information such that upon said link generator being associated with said article of information said link generator is responsive to said location designator corresponding said article of information.

7. A promotion system as recited in claim 1 wherein said location designator is substantially concealed from the potential consumer on said article of information.

8. A promotion system as recited m claim 1 wherein said location designator is disposed directly on said article of information and is not generally distinguishable by said potential consumer.

9. A promotion system as recited in claim 1 wherein said location designator comprises a bar code and wherein said link generator comprises a bar code reader.

10. A promotion system as recited in claim 9 wherein said bar code is imprinted as part of said article of information.

11. A promotion system as recited in claim 10 wherein a coloration of said bar code is not generally distinguishable relative to a coloration of said article of information such that said bar code is substantially concealed on said article of information.

12. A promotion system as recited in claim 11 wherein said bar code is associated with said article of information such that passage of said bar code reader in operative association with said article of information results in said bar code reader being responsive to said bar code.

13. A promotion system as recited in claim 12 wherein said link generator further comprises a local computer processor, said local computer processor being communicatively associated with said information storage assembly.

14. A promotion system as recited in claim 13 wherein said information storage assembly comprises a remote computer processor, said local computer processor and said remote computer processor being communicatively associated with one another by a network connection.

15. A promotion system as recited in claim 14 wherein said remote computer processor is structured to be accessed by a plurality of said local computer processors.

16. A promotion system as recited in claim 1 wherein said link generator comprises a local computer processor, said local computer processor being communicatively associated with said information storage medium. 17. A promotion system as recited in claim 16 wherein said information storage medium comprises a remote computer processor, said local computer processor and said remote computer processor being communicatively associated with one another by a network connection.

18. A promotion system as recited in claim 17 wherein said remote computer processor is structured to be accessed by a plurality of said local computer processors.

19. A promotion system as recited in claim 18 wherein said link generator further comprises a reader assembly communicatively associated with said local computer processor and structured to be passed in operative proximity with said distributable medium so as to be responsive to said location generator and initiate said communication with said information storage assembly for conveyance of said additional materials corresponding said article of information associated with said location designator to the potential consumer via said local computer processor.

20. A promotion system as recited in claim 19 wherein said reader assembly comprises a bar code reader.

21. A promotion system as recited in claim 19 wherein said reader assembly comprises a scanner device. 22. A promotion system as recited in claim 19 wherein said reader assembly comprises a magnetically encoded information reader.

23. A promotion system as recited in claim 19 wherein said reader assembly is integrally formed with a computer pointer controller.

24. A promotion system as recited in claim 1 wherein said location designator comprises an Internet address.

25. A method of enhancing information provided by an article of information comprising the steps of: (a) placing at least one of the article of information on a distributable medium;

(b) placing at least one location designator associated with said article of information on said distributable medium;

(c) placing additional material associated with the article of information at a specific location corresponding said location designator on an information storage medium; (d) distributing said distributable medium to a user;

(e) accessing the article of information;

(f) placing a link generator at least temporarily in operative proximity to said location generator; (g) detecting said location generator with said link generator;

(h) accessing said specific location corresponding said location designator on said information storage medium and said additional materials associated with said article of information. 26. The method as recited in claim 25 wherein said step of placing the location designator associated with said article of information on said distributable medium further comprises the step of printing said location designator on a printed distributable medium. 27. The method as recited in claim 26 wherein said step of printing said location designator on said printed distributable medium further comprises the step of printing said location designator directly on said article of information such that placing said link generator at least temporarily in operative proximity to said article of information results in said step of placing said link generator at least temporarily in operative proximity to said location generator.

28. The method as recited in claim 27 wherein said step of printing said location designator directly on said article of information further comprises printing said location designator on said article of information in a coloration that is not generally distinguishable relative to a coloration of said article of information, so as to substantially conceal said location designator with said article of information. 29. The method as recited in claim 27 wherein said step of printing said location designator directly on said article of information further comprises printing said location designator and said article of information simultaneously on said printed distributable medium. 30. The method as recited in claim 27 wherein said step of printing said location designator directly on said article of information further comprises printing a bar code having a coloration that is not generally distinguishable relative to a coloration of said article of information, on said article of information, so as to substantially conceal said location designator with said article of information.

31. The method as recited in claim 30 wherein said step of placing said link generator at least temporarily in operative proximity to said location generator further comprises placing a bar code reader associated with a local computer processor in operative proximity to said article of information so as to detect said location designator printed thereon.

32. The method as recited in claim 25 wherein said step of placing said link generator at least temporarily in operative proximity to said location generator further comprises placing a reader assembly associated with a local computer processor in operative proximity to said article of information so as to detect said location designator associated therewith.

33. The method as recited in claim 32 wherein said step of accessing said specific location corresponding said location designator on said information storage medium further comprises establishing a communicative link between said local computer processor and said specific location on said information storage medium and accessing said additional material with said local computer processor. 34. A method of concealing a quantity of additional information on an article of information comprising the steps of: (a) designating a specific color scheme corresponding a desired appearance of said article of information to be printed on a printed medium; (b) designating a format for said quantity of additional information and identifying an area to be covered by said format;

(c) selecting a color scheme for said format of said quantity of additional information which is substantially indistinguishable from said specific color scheme of said article of information; and

(d) printing said article of information and said additional information on said printed medium in overlying relation with one another.

35. A method as recited in claim 34 further comprising the steps of : identifying said area to be covered by said format of said quantity of additional information; identifying a location on said article of information on which to place said quantity of additional information; identifying a base area in said location on said article of information which corresponds said area of said format of said quantity of additional information; identifying a precise color scheme of said base area; corresponding a color scheme of said area of said format of said quantity of additional information to said precise color scheme of said base area; and printing said article of information and said additional information on said printed medium such that said area of said format of said quantity of additional information overlies said base area in said location on said article of information. 36. The method as recited in claim 34 wherein said step of designating said format for said quantity of additional information further comprises the step of designating a bar code pattern for said quantity of additional information.

37. The method as recited in claim 36 further comprising the steps of: passing a bar code reader in operative proximity to said article of information; detecting said additional information; and utilizing said additional information. 38. A system comprising:

(a) a printed distributable medium to be received by at least one potential consumer;

(b) said printed distributable medium including at least one article of information printed thereon; (c) a computer processor, said computer processor containing additional materials associated with said article of information; (d) said distributable medium further including at least one location designator comprising a bar code imprinted as part of and corresponding to said article of information;

(e) said bar code containing identifying information as to a location of said additional materials associated with said article of information;

(f) a bar code reader structured to be passed in operative proximity to said article of information, and accordingly to said bar code, and to detect and identify said bar code; and (g) said bar code reader further structured to initiate communication with said computer processor, to access the location of said additional materials and to initiate conveyance of said additional materials corresponding said article of information to the potential consumer, thereby enhancing said article of information.

39. A system as recited in claim 38 wherein said additional materials associated with said article of information are located on a digital storage medium insertable into said computer processor and readable by said computer processor. 40. A system as recited in claim 38 wherein said computer processor containing said additional materials associated with said article of information comprises an information storage assembly disposed at a remote location from the potential consumer, and further, wherein said bar code reader is communicatively linked to a second computer processor disposed at a location in close proximity to the potential consumer.

41. A system as recited in claim 40 wherein said bar code is generally visibly indistinguishable from said article of information to said potential consumer. 42. A promotion system comprising:

(b) said printed distributable medium including at least one article of information printed thereon; (c) a first computer processor, said computer processor disposed at a remote location relative to the potential consumer and containing additional materials associated with said article of information disposed at a specific location thereon;

(d) said distributable medium further including at least one location designator including a bar code imprinted as part of said article of information, said bar code corresponding said specific location on said computer processor;

(e) a second computer processor;

(f) a bar code reader communicably connected with said second computer processor, said bar code reader structured to be passed in operative proximity to said article of information, and accordingly to said bar code, and to detect and identify said bar code ;

(g) said first computer processor and said second computer processor being communicatively associated with one another by a network connection; and

(h) said bar code reader further structured to initiate communication between said second computer processor and said specific location on said first computer processor and to initiate transmittal of said additional materials corresponding said article of information to said second computer processor for conveyance to the potential consumer.

43. A promotion system as recited in claim 42 wherein said bar code is generally indistinguishable from said article of information to said potential consumer. 44. A promotion system comprising: a printed publication; an article of information printed on the printed publication; a bar code printed as part of the article of information; said bar code having a coloration which makes said bar code generally visibly indistinguishable from the article of information; a first computer processor disposed at a remote location and containing additional material related to the article of information; a second computer processor connected in information receiving and transmitting communication with said first computer processor by a network connection; a bar code reader connected with said second computer processor; said bar code reader being structured to be passed over said article of information, and accordingly said bar code printed as a part of said article of information, and to detect and identify said bar code; and said second computer processor structured to retrieve said additional information from said first computer processor in response to said bar code and to convey said additional information to a user.

45. A promotion system comprising: an object to be received by at least one potential consumer; an article of information printed on the object; a bar code printed on the object in close association with the article of information; a first computer processor disposed at a remote location relative to the potential consumer and containing additional material associated the article of information disposed at a specific location thereon; said bar code corresponding said specific location on said first computer processor; a second computer processor connected in information receiving and transmitting communication with said first computer processor by a network connection; a bar code reader connected with said second computer processor; and said bar code reader being structured to be passed over said bar code printed on said object, and to detect and identify said bar code; and thereupon, to cause second computer processor to initiate communication between said second computer processor and said specific location on said first computer processor and to initiate transmittal of said additional materials corresponding the article of information to said second computer processor for conveyance to the potential consumer.

46. A promotion system comprising: (a) a distributable medium to be received by at least one potential consumer;

(b) said distributable medium including at least one article of information thereon; (c) said distributable medium further including at least one location designator associated with said article of information;

(d) an information storage assembly structured to contain additional materials associated with said article of information;

(e) a link generator responsive to said location designator and structured to initiate communication with said information storage assembly and initiate conveyance of said additional materials corresponding said article of information associated with said location designator to the potential consumer, thereby enhancing said article of information; and (f) said link generator structured to include identifying user information associated with the potential consumer and to transmit at least part of said identifying user information to said information storage assembly.

47. A promotion system as recited in claim 46 wherein said location designator is structured to identify said article of information.

48. A promotion system as recited in claim 47 wherein said link generator and said location designator are operatively associated with one another so as to transmit at least part of said identifying user information associated with the potential consumer and said identifying information associated with said article of information to said information storage assembly.

49. A promotion system as recited in claim 46 wherein said location designator is structured to identify said distributable medium.

50. A promotion system as recited in claim 49 wherein said link generator and said location designator are operatively associated with one another so as to transmit at least part of said identifying user information associated with the potential consumer and said identifying information associated with said distributable medium to said information storage assembly.

51. A promotion system as recited in claim 46 wherein said information storage assembly is at least partially defined by a remote computer processor.

52. A promotion system as recited in claim 51 wherein said link generator and said location designator are operatively associated with one another so as to identify said distributable medium to said remote computer processor.

53. A promotion system comprising:

(a) a distributable medium to be received by at least one potential consumer;

(b) said distributable medium including at least one article of information thereon;

(c) said distributable medium further including at least one location designator associated with said article of information; (d) an information storage assembly structured to contain additional materials associated with said article of information;

(e) a link generator responsive to said location designator and structured to initiate communication with said information storage assembly and initiate conveyance of said additional materials corresponding said article of information associated with said location designator to the potential consumer, thereby enhancing said article of information; and

(f) said link generator and said location designator being operatively associated with one another so as to identify said link generator.

54. A promotion system as recited in claim 53 wherein said link generator is structured to include identifying user information associated with the potential consumer, and further wherein said link generator is structured to transmit at least part of said identifying user information to said information storage assembly.

55. A promotion system as recited in claim 54 further comprising a remote computer processor, said remote computer processor at least partially including said information storage medium.

56. A promotion system as recited in claim 55 wherein said link generator and said location designator are operatively associated with one another so as to transmit at least part of said identifying user information associated with said link generator to said remote computer processor. 57. A method of enhancing information provided by an article of information comprising the steps of:

(a) placing at least one of the article of information on a distributable medium;

(c) placing additional materials associated with the article of information at a specific location corresponding said location designator on an information storage medium;

(d) distributing said distributable medium to a user; (e) accessing the article of information;

(f) providing a link generator responsive to said location designator and structured to initiate communication with said information storage medium and to initiate conveyance of additional materials associated with the article of information to the user, and further providing identifying information associated with the user in order to operate said link generator;

(g) placing the link generator at least temporarily in operative proximity to said location designator;

(h) detecting said location designator with said link generator;

(i) accessing said specific location corresponding said location designator on said information storage medium and said additional material associated with said article of information; and (j) transmitting at least part of said identifying information associated with the user to said information storage medium.

58. A method as recited in claim 57 further comprising the step of identifying said location designator. 59. A method as recited in claim 58 further comprising the step of providing the location designator with information to identify the article of information.

60. A method as recited in claim 59 further comprising the step of providing the location designator with information to identify the distributable medium. 61. A method of enhancing information provided by an article of information comprising the steps of:

(c) placing additional material associated with the article of information at a specific location corresponding said location designator on an information storage medium;

(f) placing a link generator at least temporarily in operative proximity to said location designator;

(g) detecting said location designator with said link generator; (h) accessing said specific location corresponding said location designator on said information storage medium and said additional materials associated with said article of information; and

(i) identifying said link generator which detects said location designator.

62. A method as recited in claim 61 further comprising the steps of associating user identification information with said link generator; and identifying at least part of said user identification information in association with said access to said additional information.

63. A method as recited in claim 62 further comprising the step of associating said identified user identification information with said article of information. 64. A method as recited in claim 62 further comprising the step of associating said identified user identification information with said distributable medium. 65. A promotion system comprising:

(a) a printed distributable medium to be received by at least one potential consumer; (b) said printed distributable medium including at least one article of information printed thereon;

(c) a computer processor, said computer processor containing additional materials associated with said article of information;

(d) said distributable medium further including at least one location designator disposed thereon in operative association with and corresponding to said at least one article of information;

(e) said location designator containing identifying information as to a location of said additional materials associated with said article of information; (f) a reader assembly structured to be passed in operative proximity to said location designator, and to detect and identify said location designator;

(g) said reader assembly including identifying user information associated with the potential consumer and being further structured to initiate communication with said computer processor, to access the location of said additional materials and to initiate conveyance of said additional materials corresponding said article of information to the potential consumer, thereby enhancing said article of information; and (h) said location designator structured to identify said printed distributable medium in which said at least one article of information is disposed.

66. A promotion system as recited in claim 65 wherein said location designator is further structured to identify said at least one article of information.

67. A promotion system as recited in claim 65 wherein said reader assembly is structured to communicate said identifying user information associated with the potential consumer in association with said access to said additional materials. 68. A system as recited in claim 65 wherein said computer processor containing said additional materials associated with said article of information comprises an information storage assembly disposed at a remote location from the potential consumer, and further, wherein said reader assembly is communicatively linked to a second computer processor disposed at a location in close proximity to the potential consumer.

69. A system as recited in claim 65 wherein said printed distributable medium also includes a uniform identifier noticeably displayed thereon to readily indicate to the potential consumer that said distributable medium carries at least one article of information having a location designator associated therewith capable of permitting access to said additional materials.

70. A system as recited in claim 66 wherein said uniform identifier also comprises said location designator for at least some articles of information, with an outward appearance of said uniform identifier being generally indistinguishable from one another to said potential consumer.

71. A promotion system comprising:

(d) said distributable medium further including at least one location designator disposed thereon in operative association with and corresponding to said article of information;

(g) said reader assembly including identifying user information associated with the potential consumer and being further structured to initiate communication with said computer processor, to access the location of said additional materials and to initiate conveyance of said additional materials corresponding said article of information to the potential consumer, thereby enhancing said article of information; and

(h) said location designator structured to identify said article of information associated with said detected location designator to said computer processor so as to associate said accessing of said additional materials with said article of information which lead to said access.

72. A promotion system comprising: (a) a printed distributable medium to be received by at least one potential consumer;

(b) said printed distributable medium including at least one article of information printed thereon;

(e) said location designator containing identifying information as to a location of said additional materials associated with said article of information;

(f) a reader assembly structured to be passed in operative proximity to said location designator, and to detect and identify said location designator; (g) said reader assembly further structured to initiate communication with said computer processor, to access the location of said additional materials and to initiate conveyance of said additional materials corresponding said article of information to the potential consumer, thereby enhancing said article of information; and

(h) said reader assembly including at least one registered user and being structured to identify itself, and accordingly, said registered user in association with said access to said additional materials. 73. A promotion system as recited in claim 72 wherein said reader assembly is structured to communicate user identification information for said registered user in association with said access to said additional materials.

74. A promotion system as recited in claim 72 wherein said registered user is temporarily defined. 75. A promotion system comprising: a printed publication; at least two articles of information printed on the printed publication; a trademark printed in association with each of said articles of information; an information storage medium structured to contain at least some additional material associated with each of said articles of information; said trademark associated with each of said articles of information including a location designator, each of said location designators being different from one another and being structured to identify said additional material corresponding said article of information with which said location designator is associated; each of said trademarks being generally visibly indistinguishable from one another; and a reader assembly structured to identify said specific location designator of each of said trademarks and to initiate communication with said information storage medium and conveyance of said additional materials corresponding said article of information with which said location designator is associated, to a user.