Appeal No. 2003-0293
Application No. 09/472,197 Page 17
available to one of ordinary skill in the art
to use the observed offline purchase history
of the consumer (said purchase history including
information of a purchase of the consumer collected
at a point of sale when the purchase transpired)
in combination with the other claimed limitations
to provide the desired result of the present invention,
which is to automatically deliver targeted advertisements
to consumers on the basis of their observed offline
purchase histories.
It is additionally argued (reply brief, page 6) that there is no
teaching or suggestion that Scroggie fails to provide the ability
to deliver information that consumers desire at any time and low
cost, because Scroggie discloses delivering incentives through e-
mail. It is further argued that there is no showing that the
Csaszar technique for delivering information to the consumer has
any advantage over Scroggie.
Csaszar discloses (col. 3, lines 21-36) an interactive voice
responsive (IVR) system that provides targeted advertisements to
students when they call the system to obtain their course grades
(col. 1, lines 24-26 and 62-65). Student attributes are provided
to the system by the school, and are stored in a database.
Attributes include sex, age, year in school, major course of
study, etc. (col. 3, lines 61-64). The database of consumer
attributes is used in determining which advertisements are to be
directed to a particular student, as well as the order in which
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