Appeal No. 2000-0765
Application No. 08/670,929
[t]he product retrieval and presentation module 400 includes steps 401 to
419 (FIG. 32) that retrieve the complete products and product
components from the files 17 and 18, assemble the components and
display the products or assembled components according to a screen
format selected by the customer. The questions of steps 401, 405, 406,
411, 412, 413, 415 and 416 preferably appear as buttons in the margins
of the screen displays that show the products to the customer. The
customer can touch the touchscreen 7 over the button 401 to view the
groups of products presented simultaneously on the same screen.
Otherwise, the products are presented one by one. If the customer sees a
product that he thinks he may want to select, he can touch the save
product button 413, which causes the product to be marked as saved for
possible later recall when the customer touches the button 416.
Jacobs also discloses the use of marketing screen lists 305 and audio lists 306 which
are used with marketing screens 309 and sound files 311. (See Jacobs Figure 29.)
Therefore, it is our reasoned opinion that Jacobs’ marketing screens which display
pictures would have been advertising images. In Figures 1A and 1B, Jacobs discloses
both a standalone system and a remote/network based system, respectively, having a
touchscreen, memory and computer. Once a customer is attracted to the system, the
user interacts with the system to view other advertising to select an appropriate product
for purchase. During this interaction, the user would use the touchscreen and the
advertising displays would change in response to the user inputs.
Specifically, Jacobs states at col. 6 that:
The computer 2 displays card designs, card design components and card
design criteria on the monitor 5, inviting a customer to make selections.
The customer makes selections by pressing the locations of the
touchscreen 7 that cover the portions of the monitor 5 that display the
5
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