PTO- 1478
`
`Approved for use through 04/30/2021. OMB 0651-0009
`
`U.S. Patent and Trademark Office; U.S. DEPARTMENT OF COMMERCE
`Under the Paperwork Reduction Act of 1995, no persons are required to respond to a collection of information unless it contains a valid OMB control number
`
`Trademark/Service Mark Application, Principal Register
`
`Serial Number: 90696236
`Filing Date: 05/07/2021
`
`The table below presents the data as entered.
`
`Input Field
`
`Entered
`
`SERIAL NUMBER
`
`MARK INFORMATION
`
`*MARK
`
`STANDARD CHARACTERS
`
`USPTO-GENERATED IMAGE
`
`LITERAL ELEMENT
`
`MARK STATEMENT
`
`REGISTER
`
`APPLICANT INFORMATION
`
`*OWNER OF MARK
`
`INTERNAL ADDRESS
`
`*MAILING ADDRESS
`
`*CITY
`
`*STATE
`(Required for U.S. applicants)
`
`*COUNTRY/REGION/JURISDICTION/U.S. TERRITORY
`
`*ZIP/POSTAL CODE
`(Required for U.S. and certain international addresses)
`
`*EMAIL ADDRESS
`
`LEGAL ENTITY INFORMATION
`
`TYPE
`
`90696236
`
`MAGID AD.VANTAGE
`
`YES
`
`YES
`
`MAGID AD.VANTAGE
`
`The mark consists of standard characters, without claim to any
`particular font style, size, or color.
`
`Principal
`
`Frank N. Magid Associates, Inc.
`
`Suite 630
`
`8500 Normandale Lake Blvd
`
`Minneapolis
`
`Minnesota
`
`United States
`
`55437
`
`XXXX
`
`corporation
`
`STATE/COUNTRY/REGION/JURISDICTION/U.S. TERRITORY OF
`INCORPORATION
`
`Iowa
`
`GOODS AND/OR SERVICES AND BASIS INFORMATION
`
`INTERNATIONAL CLASS
`
`035 
`
`*IDENTIFICATION
`
`Business and marketing consulting as well as consumer
`research services; consulting services, namely, surveying and
`analyzing consumer insight data for use in product
`development, branding, marketing, and advertising; provision
`of market research and surveying information; provision of
`information relating to media advertising effectiveness
`
`FILING BASIS
`
`SECTION 1(a)
`
`

`

`       FIRST USE ANYWHERE DATE
`
`       FIRST USE IN COMMERCE DATE
`
`       SPECIMEN FILE NAME(S)
`
`       ORIGINAL PDF FILE
`
`       CONVERTED PDF FILE(S)
`       (4 pages)
`
`       SPECIMEN DESCRIPTION
`
`        WEBPAGE URL
`
`        WEBPAGE DATE OF ACCESS
`
`ATTORNEY INFORMATION
`
`NAME
`
`ATTORNEY DOCKET NUMBER
`
`ATTORNEY BAR MEMBERSHIP NUMBER
`
`YEAR OF ADMISSION
`
`U.S. STATE/ COMMONWEALTH/ TERRITORY
`
`FIRM NAME
`
`INTERNAL ADDRESS
`
`STREET
`
`CITY
`
`STATE
`
`COUNTRY/REGION/JURISDICTION/U.S. TERRITORY
`
`ZIP/POSTAL CODE
`
`PHONE
`
`FAX
`
`EMAIL ADDRESS
`
`OTHER APPOINTED ATTORNEY
`
`CORRESPONDENCE INFORMATION
`
`At least as early as 04/01/2021
`
`At least as early as 04/01/2021
`
`SPE0-170112245-2021050710
`5554988276_._MAGID_AD.VAN TAGE_Webpage.pdf
`
`\\TICRS\EXPORT18\IMAGEOUT
`18\906\962\90696236\xml1\ APP0003.JPG
`
`\\TICRS\EXPORT18\IMAGEOUT
`18\906\962\90696236\xml1\ APP0004.JPG
`
`\\TICRS\EXPORT18\IMAGEOUT
`18\906\962\90696236\xml1\ APP0005.JPG
`
`\\TICRS\EXPORT18\IMAGEOUT
`18\906\962\90696236\xml1\ APP0006.JPG
`
`webpage from Applicant's website showing the mark used in
`connection with the services
`
`https://magid.com/ad-vantage/
`
`05/07/2021
`
`Elizabeth C. Buckingham
`
`T292076.US.1
`
`XXX
`
`XXXX
`
`XX
`
`DORSEY & WHITNEY LLP
`
`Suite 1500
`
`50 South Sixth Street
`
`Minneapolis
`
`Minnesota
`
`United States
`
`55402-1498
`
`612-343-2178
`
`612-340-8827
`
`ip.docket@dorsey.com
`
`Stuart R. Hemphill, Jamie N. Nafziger, Jeffrey R. Cadwell,
`Cathleen F. Dahl, Evan P. Everist, and Alison W. Jarzyna
`
`NAME
`
`Elizabeth C. Buckingham
`
`PRIMARY EMAIL ADDRESS FOR CORRESPONDENCE
`
`ip.docket@dorsey.com
`
`SECONDARY EMAIL ADDRESS(ES) (COURTESY COPIES)
`
`buckingham.elizabeth@dorsey.com; dahl.cathy@dorsey.com;
`sherman.louise@dorsey.com
`
`FEE INFORMATION
`
`       
`       
`       
`

`

`APPLICATION FILING OPTION
`
`NUMBER OF CLASSES
`
`APPLICATION FOR REGISTRATION PER CLASS
`
`*TOTAL FEES DUE
`
`*TOTAL FEES PAID
`
`SIGNATURE INFORMATION
`
`SIGNATURE
`
`SIGNATORY'S NAME
`
`SIGNATORY'S POSITION
`
`SIGNATORY'S PHONE NUMBER
`
`DATE SIGNED
`
`SIGNATURE METHOD
`
`TEAS Standard
`
`1
`
`350
`
`350
`
`350
`
`/Beth K. McCartan/
`
`Beth K. McCartan
`
`Chief Financial Officer
`
`612-343-2178
`
`05/07/2021
`
`Sent to third party for signature
`
`

`

`PTO- 1478
`
`Approved for use through 04/30/2021. OMB 0651-0009
`
`U.S. Patent and Trademark Office; U.S. DEPARTMENT OF COMMERCE
`Under the Paperwork Reduction Act of 1995, no persons are required to respond to a collection of information unless it contains a valid OMB control number
`
`Trademark/Service Mark Application, Principal Register
`
`To the Commissioner for Trademarks:
`
`Serial Number: 90696236
`Filing Date: 05/07/2021
`
`MARK: MAGID AD.VANTAGE (Standard Characters, see mark)
`The literal element of the mark consists of MAGID AD.VANTAGE. The mark consists of standard characters, without claim to any particular
`font style, size, or color.
`The applicant, Frank N. Magid Associates, Inc., a corporation of Iowa, having an address of
`      Suite 630
`      8500 Normandale Lake Blvd
`      Minneapolis, Minnesota 55437
`      United States
`      XXXX
`
`requests registration of the trademark/service mark identified above in the United States Patent and Trademark Office on the Principal Register
`established by the Act of July 5, 1946 (15 U.S.C. Section 1051 et seq.), as amended, for the following:
`
`International Class 035:  Business and marketing consulting as well as consumer research services; consulting services, namely, surveying and
`analyzing consumer insight data for use in product development, branding, marketing, and advertising; provision of market research and
`surveying information; provision of information relating to media advertising effectiveness
`
`In International Class 035, the mark was first used by the applicant or the applicant's related company or licensee or predecessor in interest at
`least as early as 04/01/2021, and first used in commerce at least as early as 04/01/2021, and is now in use in such commerce. The applicant is
`submitting one(or more) specimen(s) showing the mark as used in commerce on or in connection with any item in the class of listed
`goods/services, consisting of a(n) webpage from Applicant's website showing the mark used in connection with the services.
`
`Original PDF file:
`SPE0-170112245-2021050710 5554988276_._MAGID_AD.VAN TAGE_Webpage.pdf
`Converted PDF file(s) (4 pages)
`Specimen File1
`Specimen File2
`Specimen File3
`Specimen File4
`Webpage URL: https://magid.com/ad-vantage/
`Webpage Date of Access: 05/07/2021
`
`The owner's/holder's proposed attorney information: Elizabeth C. Buckingham. Other appointed attorneys are Stuart R. Hemphill, Jamie N.
`Nafziger, Jeffrey R. Cadwell, Cathleen F. Dahl, Evan P. Everist, and Alison W. Jarzyna. Elizabeth C. Buckingham of DORSEY & WHITNEY
`LLP, is a member of the XX bar, admitted to the bar in XXXX, bar membership no. XXX, and the attorney(s) is located at
`      Suite 1500
`      50 South Sixth Street
`      Minneapolis, Minnesota 55402-1498
`      United States
`      612-343-2178(phone)
`      612-340-8827(fax)
`      ip.docket@dorsey.com
`The docket/reference number is T292076.US.1.
`Elizabeth C. Buckingham submitted the following statement: The attorney of record is an active member in good standing of the bar of the
`highest court of a U.S. state, the District of Columbia, or any U.S. Commonwealth or territory.
`The applicant's current Correspondence Information:
`      Elizabeth C. Buckingham
`
` 
`

`

`       PRIMARY EMAIL FOR CORRESPONDENCE: ip.docket@dorsey.com
`       SECONDARY EMAIL ADDRESS(ES) (COURTESY COPIES): buckingham.elizabeth@dorsey.com; dahl.cathy@dorsey.com;
`sherman.louise@dorsey.com
`
`Requirement for Email and Electronic Filing: I understand that a valid email address must be maintained by the applicant owner/holder and
`the applicant owner's/holder's attorney, if appointed, and that all official trademark correspondence must be submitted via the Trademark
`Electronic Application System (TEAS).
`A fee payment in the amount of $350 has been submitted with the application, representing payment for 1 class(es).
`
`Basis:
`If the applicant is filing the application based on use in commerce under 15 U.S.C. § 1051(a):
`
`Declaration
`
`The signatory believes that the applicant is the owner of the trademark/service mark sought to be registered;
`The mark is in use in commerce and was in use in commerce as of the filing date of the application on or in connection with the
`goods/services in the application;
`The specimen(s) shows the mark as used on or in connection with the goods/services in the application and was used on or in
`connection with the goods/services in the application as of the application filing date; and
`To the best of the signatory's knowledge and belief, the facts recited in the application are accurate.
`
`And/Or
`If the applicant is filing the application based on an intent to use the mark in commerce under 15 U.S.C. § 1051(b), § 1126(d),
`and/or § 1126(e):
`
`The signatory believes that the applicant is entitled to use the mark in commerce;
`The applicant has a bona fide intention to use the mark in commerce and had a bona fide intention to use the mark in commerce as
`of the application filing date on or in connection with the goods/services in the application; and
`To the best of the signatory's knowledge and belief, the facts recited in the application are accurate.
`
`To the best of the signatory's knowledge and belief, no other persons, except, if applicable, concurrent users, have the right to use the
`mark in commerce, either in the identical form or in such near resemblance as to be likely, when used on or in connection with the
`goods/services of such other persons, to cause confusion or mistake, or to deceive.
`
`To the best of the signatory's knowledge, information, and belief, formed after an inquiry reasonable under the circumstances, the
`allegations and other factual contentions made above have evidentiary support.
`
`The signatory being warned that willful false statements and the like are punishable by fine or imprisonment, or both, under 18 U.S.C. §
`1001, and that such willful false statements and the like may jeopardize the validity of the application or submission or any registration
`resulting therefrom, declares that all statements made of his/her own knowledge are true and all statements made on information and
`belief are believed to be true.
`Declaration Signature
`
`Signature: /Beth K. McCartan/   Date: 05/07/2021
`Signatory's Name: Beth K. McCartan
`Signatory's Position: Chief Financial Officer
`Signatory's Phone Number: 612-343-2178
`Signature method: Sent to third party for signature
`Payment Sale Number: 90696236
`Payment Accounting Date: 05/07/2021
`
`Serial Number: 90696236
`Internet Transmission Date: Fri May 07 13:30:19 ET 2021
`TEAS Stamp: USPTO/BAS-XXX.XXX.XX.X-20210507133019587
`145-90696236-7806a85244bf93463db651f217f
`26dfab2d02d18268fbe6c91434e35c723d2048-C
`C-30184819-20210507105554988276
`
` 
`

`

`MAGID AD. VANTAGE
`
`

`

`WHY
`
`‘WHAT
`
`WHO
`
`US.
`
`MENTIONS
`
`EmotionalDNA
`
`AD.VANTAGE
`
`CAREERS
`
`to grow your
`Insights
`business.
`
`3ADVANTAGE
`
`Real insights from real consumersto drive engagement and
`growth for your business.
`Magid AD. VANTAGE has been created with the uniqueness of your business in mind, whether that be a home service like
`plumbing or HVAC,a retail businessselling furniture, @ restaurant, grocery store, car dealer, law firm and more. For nearly 65
`years we have been a family-owned and operated business helping companies grow by understandingtheir customers. We've
`used that experience, passion and curiosity to help companieslike yours thrive when othersfalter.
`Now more than ever, local businesseslike yours are essential to healthy communities. We have taken our past experience in
`driving effective marketing, messaging and advertising strategies for local businesses and usedit to create a productthatwill
`help you define a winning marketing and advertising strategy that gives you an advantage over your competitors.
`HOW IT WORKS
`
`
`
`|
`FRESHInsights
`
`fail”
`©)
`gee,
`Grenweoumets, vegahess
`
`EVERY 2 WEEKS
`
`EXPERT Analysis
`
`~
`
`‘AO.NRNTAGEpater
`
`CustomerInformed
`Marketing
`@ ee,
`ey
`te] oe
`ChIP.
`©
`wat
`
`en
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`stoneroan
`ard directontogrowbins:
`lens
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`TRENDING Data
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`a eee,
`Gorin
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`zs
`Pau oO ©
`cone Reghee osehedts ntothe
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`With real insights from real consumers, you can take the guesswork Out Of your marketing and adverising, to drive
`engagementand growth. Every two weeks, Magid updates the ADVANTAGEplatform with fresh insights gatheredfrom
`consumers acrossthe country —
`giving you timely access to what's ton of mind for consumers. while also providingtrending
`data ofinsights over time
`HOMEPAGE
`ADVANTAGE
`
` ADVANTAGE
`
`ADNANTAGE
`
`SHOW METHEDATA
`
`aa
`
`At
`
`
`
`
`
`
`
`And becauseit’s customized by region (Northeast. Midwest. South. and West) and specific to yourindustry. from healthcare to
`home services to homefurniture, you can be confident you're optimizingtheright approachto reach your audience and grow
`your business_
`
`Industries we cover:
`
`# Homeservices (plumbing, HVAC, renovation,etc.)
`© Majorretail
`© Homefurniture
`* Automotive
`Grocery
`
`« Restaurants
`© Medical
`© Financial
`® Education
`Homecare andseniorlivingfacilities.
`
`«al TRENDING data
`
`

`

`WHERE CONSUMERSARE: Media
`censumptionpatterns that help you
`understand where to reach your target
`customers
`
`HOWCONSUMERSFEEL: Consumer
`ideals andpreferences that help you
`craft compelling messaging thatgrows
`your business
`
`* Usagetrendsfor TY,radio,
`digital, social, etc.
`© Ad receptivity rates by platform
`To halp you structure your
`media plansto fit today’s
`consumer
`
`* Consumer importance of
`advertising messages specific
`To your business
`® Generalattitudes and feslings
`of consumers that help you
`focus the tone and focus of
`your messages
`
`WHAT'S NEW:Criticaltrends impacting
`your business strategy
`
`© Importance ofattributes for
`local businesses(price,
`product, service,
`delivery/pickup options.
`ownership, hours, online
`options,etc.)
`Spending habits and how
`they're trendingin different
`categories
`Topical issues updated
`regularly: current specitic
`focus on COVID-19 impacts on
`spending and using different
`businesses, COVID-19-specitic
`ad ideals,trackinglikelihoad to
`return to “normal”activities.
`
`
`
`GS video INSIGHTS
`To make sure you can take advantageofthese insights immediately, our consultants assess the results everytime we refresh
`the data and record a short video detailing what actions you need to take across your marketing effortsto improve ad
`effectiveness. We showcase specific ads and discuss how they can be improved. Whether your campaigns are focused on
`email or direct mail, on TV,radio or Facebook ads, we have directionfor you
`Simply log in, watch the video highlighting what's new or take a deeperdive into the data, and be on your way.
`Watch the insights video below (a sample of whatyou'llgetin theplatform)
`
`powered oy Magid
`AD.VANTAGE
`
`Home Improvement: National Tracking Data
`SERVICE TECHNICIANS CONSUMERS
` CURRENT COMFORTLEVEL WITH
`FEEL COMFORTABLE WITH IN HOME
`PROFESSIONALS INSIDE HOME
`Electrical
`am
`f
`asx
`S-Very comfortable NN 25%
`Plumbing
`‘Arconditioning/teating
`ON
`Incomat serves povicars
`21%
`4 i 24%
`Pest contre
`3 EE 29%
`erratatenance
`Garagedost servicers
`2 Mm 11%
`Flooring
`
`Painters
`1-Notat all comforcable MN 125%,
`‘Windowroptecement
`‘Corpot cleaning
`Howcomfortableare you with prafessionais n pourharrightnow?
`Drain leaningnsintenance
`Homecleaning services
`Ductcleaning
`‘General consiructon/nterionremodeling
`‘Suseal
`wrens
`ees
`Hemeopen
`None ofthese
`ir
`Samrat
`Es
`scrrices tecfrikions woutdyeube comfortableheving
`Which ame
`
`Emergency
` evices
`
`
`Trusteap
`
`
`
`SAFETY... & SAVINGS
`* Forconsumers, the 2020pandemic was primarilyan
`Scenetet
`+ Savingsmessaging around offers,warrantiesand home
`Improvement guorsntoes, createassurance in the value
`and
`longevity of home investments
`
`‘= AD
`
`library
`
`powered by Magid
`
`Alsoincludedin all of our AD.VANTAGEpackages is a Gatabase of real-life ad examples with detailed instructions on how you
`can apply these insights to improve advertising performance, based on Magid’syears of experience testing thousandsof ad
`units across print. digital and video.
`Watch the ad example video below(a sample of whatyou'll getin the platform)
`ADVANTAGE
`}
`
`
`
`‘Sedicatod todai
` cu oxparts imparsanertHxoughaur toch
`
`
`
` 2.000doctorsend paotessionals,
`fine
`thecate you
`
`
`‘Toschedule anappointenent, call888-4UT-DOCS (48-3027),
`‘or visit UTPnysicians.com/teleheatth for virtualcare options.
`
`
`
`
`

`

`With AD.VANTAGE,you can:
`
`® Define andrefine your marketing and advertising efforts
`© Inform yourin-person experience to gain word of mouth recommendations and positive reviews
`© Validate expansion plansif you are looking at moving into other regions
`® Have specific examples and direction to improve ad creative
`© Harness years of Magid experience examiningthousands of ads, helping hundreds of brands, and gathering millions
`of consumerinsights
`
`
`Packages
`
`+
`
`Pricing
`
`AD.VANTAGE+
`
`$25,000 peryear
`© Access to the platform for up
`to three users + consultant
`videos + all ofthe collected
`data andinsights
`Ad testing of up to three TV
`spots, and up to three one-
`hour sessions with one of our
`consultants to review your go-
`to-market plans and other
`advertising efforts and
`messages
`
`‘4D.VANTAGE
`Premium
`Contact us forpricing
`
`* Accessto the platform +
`consultant videos + all of the
`collected data and insights
`Oversampling in your specific
`target areas
`® 1:1 consultingwith your
`marketing team members
`Creative development +
`testing
`Marketing plan review and
`refinement
`* Competitive assessment
`
`ADNANTAGE
`Basic
`startingat$3,540per year
`SINGLE BUSINESS OWNERS
`$295per month -
`(billed annually
`$3,540) one user
`
`© Access to the platform +
`consultant videos+ all of the
`collected data and insights
`
`MULTI-LOCATION BUSINESS
`OWNERS:
`$350per month —
`(billed annually
`$4,200)up to three users
`
`® Access to the platform +
`consultant videos+ all of the
`collected data and insights
`
`Are you ready to grow your business?
`We re ready to deliver the insights you need to helpgrowyourlocal business.
`Fill out the form below, and one of our experts will helpyou get started withAD.VANTAGE.
`
`
`First Name
`Last Name
`Email Address
`Phone Number
`Company Name
`
`Premium).
`
`
`
` Tell us which package you're interested in (AD-VANTAGE Basic, AD.VANTAGE+ or AD.VANTAGE
`
`tm nota robot
`
`creCAPTOHA,
`
`Poweredby Magid. Backed by Magid’s 65 years of experience deliveringinsights like these to ourclients in a variety of
`industries and businesses ofall shapes andsizes,including small businesses like yours.
`
`Mentions »
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`
`
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