search query: @indexterm cost effectiveness / total: 185
reference: 100 / 185
| Author: | Classen, W. |
| Title: | Ein Affe fuer alle. Second-Hand-Werbung = An ape for all. Second hand advertisement. |
| Journal: | Capital
1992 : SEP, VOL. 31:9, p. 204-207 |
| Index terms: | ADVERTISING COSTS COST EFFECTIVENESS |
| Language: | ger |
| Abstract: | Recycling in the advertisement business too: the case of second hand advertisement is described by telling the story of Sunshine, the nice orang-outang. This well-known figure was created by the South-California-Bank but the German ad agency, Adexchange bought the license and later used Sunshine on an international scale. This is a very cheap way of advertising: both the innovator and the second user benefit from it. Many experts think that, taking into account the soaring costs of tv-ads , second hand publicity means a serious and important alternative for a lot of enterprises. |
SCIMA