Opinion ID: 150366
Heading Depth: 1
Heading Rank: 3

Heading: Whether the Goods are Marketed Through the Same Channels of Trade and Advertised in the Same Media ( Lapp Factor Seven)/Extent to Which Targets of the Parties' Sales Efforts are the Same ( Lapp Factor Eight)

Text: The greater the similarity in advertising and marketing campaigns, the greater the likelihood of confusion. Checkpoint Sys., 269 F.3d at 288-89 (citation omitted). A court should consider the trade exhibitions, publications, and other media the parties use in marketing their products. See id. at 489. Similarly, when the parties target their sales efforts to the same group of consumers, there is a greater likelihood of confusion between the two marks. See id. The District Court did not key its oral findings to these factors, but nonetheless noted that the parties were competitors. In any event, it is undisputed that the parties sell the same product through the same channels of trade and the same forms of advertising to the same target group of customers. Accordingly, these factors weigh in favor of Sabinsa as a matter of law.