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| Author: | Stephan, E. Holtzmann, D. |
| Title: | Die Wirkung von Werbeprasenten in der Business-to-Business-Werbung (The effect of promotion gifts in business-to-business promotion) |
| Journal: | Marketing
1990 : VOL. 12:2, p. 111-116 |
| Index terms: | SALES PROMOTION BUSINESS GIFTS |
| Language: | ger |
| Abstract: | With some kinds of sales promotion (e.g. publicity in the mass media) investigations on cost effectivity were made on large scale. This is not the case with promotion presents. The article tries to make good this shortage by presenting the results of a survey by Kamp AG. Measured were both economic (increased turnover) and physic (remembering the name of the firm) effects. |
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