Opinion ID: 4399257
Heading Depth: 3
Heading Rank: 1

Heading: Potok

Text: Entitled “Advertising System and Method Utilizing Floor Mat with Recessed Advertisement Panel, and Method of Doing Business Using the Same,” U.S. Patent Application No. 2007/0059480 A1 (“Potok”) (J.A. 337–49) teaches “[a] floor advertising system and method that utilizes a floor mat having a recessed area for receiving an advertising panel.” J.A. 337. The intent of the claimed invention is “to provide an improved floor advertising system and method” that “affords the user the ability to change the advertisement/message without replacing the entire floor decal/mat.” J.A. 344. Potok describes “a floor mat [as] having a bottom surface, a top surface, and a recessed area in the top surface,” where “the recessed area ha[s] a depth,” such that a panel having an advertisement printed on it may be “positioned in the recessed area.” J.A. 337; see J.A. 338 (providing, in Figure 1, a depiction of the advertising floor mat). This “affords [a] user the ability to change the advertisement/message without replacing the entire floor decal/mat.” J.A. 345; see J.A. 344. The top or bottom surface of the floor mat can be “textured or otherwise roughened to increase the friction coefficient,” J.A. 345, 4 IN RE: TAYLOR such that it is safe and durable to use “on a variety of surfaces,” J.A. 344. Moreover, Potok discloses “a method of doing business” by “identifying an advertiser that desires to advertise in said store,” charging the advertiser for the floor space, and placing “a panel having an advertisement for the advertiser” in the floor mat. J.A. 344.