Защита на авторски права в рекламната индустрия
Copyright Protection in the Advertising Industry

Author(s): Ivaylo Panayotov
Subject(s): Economy, Law, Constitution, Jurisprudence, Law on Economics, Marketing / Advertising
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: advertising agency; intellectual property rights; advertising industry
Summary/Abstract: There are three most popular business models companies in the advertising industry use, such as commission compensation model, fee-based compensation model and the model for generating income from industrial property rights. The last one is imposed along with the entry of new technologies into the media and advertising market, posing significant challenges in the field of management and transfer of intellectual property by advertising agencies. They face legal and other related paradigms that they must deal with alongside their core creative activity. The research aims to define recommendations and new areas of research in this direction.

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