Disney Founded in 1929 Disney primarily engages in child and adult entertainment. Starting with the production of animated motion-picture cartoons in the late 1940s Disney began to make also nature documentaries and live-action motion pictures, as well as short cartoons and live-action programs for television. In 1955 the company opened Disneyland, which was their first amusement park. Further openings of amusement parks in the U.S. and Europe followed. In 1996 Disney acquired Capital Cities/ABC Inc., which owned the ABC television network.

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Public Relations and the Advertising Industry The public relations industry, the same as advertising, is concentrated in the hands of few dominant firms. Still, the striking element about corporate public relations is that PR firms are tightly related to advertising companies. Nine out of the ten biggest international PR agencies have close ties with the advertising industry. Also, looking at the largest acquisitions involving U.S. PR firms from 1997 to 1999 it is apparent that money coming from advertising agencies has played an important role. Table: Top 10 PR Firms 1998 Rank 1998 PR Firm Advertising Agency Related 1998 Net Fees (in U.S. $) 1997 - 1998 % Change 1 Burson-Marsteller yes 258,417,000 4.2 2 Hill and Knowlton yes 206,000,000 8.9 3 Porter Novelli Int. yes 183,050,000 23.6 4 Shandwick yes 170,300,000 7.3 5 Fleishman-Hillard yes 160,692,000 19.1. 6 Edelman PR Worldwide no 157,840,530 18.1 7 Ketchum yes 125,248,000 29.6 8 BSMG Worldwide yes 118,963,000 93.0 9 Weber PR Worldwide yes 83,166,000 36.2 10 GCI/APCO yes 79,667,957 28.4 With many PR agencies sold to advertising companies, the advertising industry's influence further increases; enabling them to offer their clients not only advertising services, but also know-how in marketing, public opinion, crisis and issues management and political lobbying. Table: Acquisition of PR Agencies (1997 - 1999) Acquired Company Buyer Buyers Industry Estimated Purchase Price (in millions of U.S. $) International PR Interpublic Group of Cos. Advertising 230 Fleishman-Hillard Omicom Group Advertising 85 Ketchum Omnicom Group Advertising 60 Dewe Rogerson Incepta Advertising 40 Financial Rel. Bd. BSMG/TN Public Relations 33 Weber PR Interpublic Group of Cos. Advertising 15 Alexander WPP Group Advertising 15 Charles Barker BSMG/TN Public Relations 15 Source: Odwyerpr.com.

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Fair use Certain acts normally restricted by copyright may, in circumstances specified in the law, be done without the authorization of the copyright owner. Fair use may therefore be described as the privilege to use copyrighted material in a reasonable manner without the owner's consent and allows the reproduction and use of a work for limited purposes such as criticism, comment, news reporting, teaching, and research. To determine whether a use is fair or not most copyright laws consider: 1) purpose and character of the use, 2) nature of the copyrighted work, 3) amount and substantiality of the portion used, and 4) effect of the use on the potential market. Examples of activities that may be excused as fair use include: providing a quotation in a book review; distributing copies of a section of an article in class for educational purposes; and imitating a work for the purpose of parody or social commentary.

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Intellectual property Intellectual property, very generally, relates to the output that result from intellectual activity in the industrial, scientific, literary and artistic fields. Traditionally intellectual property is divided into two branches: 1) industrial property (inventions, marks, industrial designs, unfair competition and geographical indications), and 2) copyright. The protection of intellectual property is guaranteed through a variety of laws, which grant the creators of intellectual goods, and services certain time-limited rights to control the use made of their products.

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