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ABA Forum: IP Meets Entertainment – Trademarks and Business Patents, Full Session ABA Forum: IP Meets Entertainment – Trademarks and Business Patents, Part 4 – Trademark Conflicts in Musician and Band Names ABA Forum: IP Meets Entertainment – Trademarks and Business Patents, Part 5 – Trademark Coexistence Agreements ABA Forum: IP Meets Entertainment – Trademarks and Business Patents, Part 6 – Patents and Open Source Software ABA Forum: IP Meets Entertainment – Trademarks and Business Patents, Part 7 – Can a Title be Trademarked? ABA 2008: “Advertising in the Converged World” – Panel on Merchandising and Licensing – Full Session ABA 2008: “Advertising in the Converged World” – Panel on Merchandising and Licensing – Introduction ABA 2008: “Advertising in the Converged World” – Panel on Merchandising and Licensing – Online Advertising Technologies ABA 2008: “Advertising in the Converged World” – Panel on Merchandising and Licensing – Online Retail & Advertising ABA 2008: “Advertising in the Converged World” – Panel on Merchandising and Licensing – Measuring Online Ad Reach ABA 2008: “Advertising in the Converged World” – Panel on Merchandising and Licensing – Unauthorized Online Distribution ABA 2008: “Advertising in the Converged World” – Panel on Merchandising and Licensing – Capturing Customers ABA 2008: “Advertising in the Converged World” – Panel on Merchandising and Licensing – Full Session ABA 2008: “Advertising in the Converged World” – Panel on Merchandising and Licensing – Introduction ABA 2008: “Advertising in the Converged World” – Panel on Merchandising and Licensing – Online Advertising Technologies ABA 2008: “Advertising in the Converged World” – Panel on Merchandising and Licensing – Online Retail & Advertising ABA 2008: “Advertising in the Converged World” – Panel on Merchandising and Licensing – Measuring Online Ad Reach ABA 2008: “Advertising in the Converged World” – Panel on Merchandising and Licensing – Unauthorized Online Distribution ABA 2008: “Advertising in the Converged World” – Panel on Merchandising and Licensing – Capturing Customers ABA 2008: “Advertising in the Converged World” – Panel on Merchandising and Licensing – Full Session ABA 2008: “Advertising in the Converged World” – Panel on Merchandising and Licensing – Introduction ABA 2008: “Advertising in the Converged World” – Panel on Merchandising and Licensing – Online Advertising Technologies ABA 2008: “Advertising in the Converged World” – Panel on Merchandising and Licensing – Online Retail & Advertising ABA 2008: “Advertising in the Converged World” – Panel on Merchandising and Licensing – Measuring Online Ad Reach ABA 2008: “Advertising in the Converged World” – Panel on Merchandising and Licensing – Unauthorized Online Distribution ABA 2008: “Advertising in the Converged World” – Panel on Merchandising and Licensing – Full Session ABA 2008: “Advertising in the Converged World” – Panel on Merchandising and Licensing – Introduction ABA 2008: “Advertising in the Converged World” – Panel on Merchandising and Licensing – Online Advertising Technologies ABA 2008: “Advertising in the Converged World” – Panel on Merchandising and Licensing – Online Retail & Advertising ABA 2008: “Advertising in the Converged World” – Panel on Merchandising and Licensing – Measuring Online Ad Reach ABA 2008: “Advertising in the Converged World” – Panel on Merchandising and Licensing – Unauthorized Online Distribution ABA 2008: “Advertising in the Converged World” – Panel on Merchandising and Licensing – Capturing Customers ABA 2008: “Advertising in the Converged World” – Panel on Merchandising and Licensing – Full Session ABA 2008: “Advertising in the Converged World” – Panel on Merchandising and Licensing – Introduction ABA 2008: “Advertising in the Converged World” – Panel on Merchandising and Licensing – Online Advertising Technologies ABA 2008: “Advertising in the Converged World” – Panel on Merchandising and Licensing – Online Retail & Advertising ABA 2008: “Advertising in the Converged World” – Panel on Merchandising and Licensing – Measuring Online Ad Reach ABA 2008: “Advertising in the Converged World” – Panel on Merchandising and Licensing – Unauthorized Online Distribution ABA 2008: “Advertising in the Converged World” – Panel on Merchandising and Licensing – Capturing Customers
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ABA 2008: “Advertising in the Converged World” – Panel on Merchandising and Licensing – Online Viral Marketing

Cydney A. Tune | Emily Della Maggiora | Jonathan Kirsch | Kim Niemi | Seth Steinberg
Seth Steinberg is an attorney specializing in commercial transactions and intellectual property law. His private practice is based in San Francisco, CA.
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In this panel discussion held at 2008 meeting of the American Bar Association’s Sports & Entertainment Forum, the panelists discuss how companies are using viral advertising to reach customers, and what can happen when a company mis-engineers their viral campaign – from irritated consumers to cease-and-desist orders.



Shoot Date: October 2008
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Music Marketing

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American Bar Association (ABA)

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