Objectives of knowledge management

Intellectual property 
rights (IPR)
Protect the intangible 
property created 
by corporations or 
individuals that is 
protected under 
copyright, trade secret 
and patent laws.
Trademark
A trademark is a unique 
word or phrase that 
distinguishes your 
company. The mark can 
be registered as plain or 
designed text, artwork or 
a combination.
M04_CHAF6542_06_SE_C04.indd 153
7/23/14 12:18 PM

---

154
Part 1
Introduction
7 Advertising on the Internet 
Advertising standards that are enforced by independent agencies such as the UK’s Advertising 
Standards Authority Code also apply in the Internet environment. They are traditionally less 
strongly policed, leading to more ‘edgy’ creative executions online which are intended to 
have a viral effect. 
The Out- Law site gives more information ( 
www.out‑law.com/page‑5604
).