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| Author: | Purtschert, R. |
| Title: | Möglichkeiten und Grenzen der Gemeinschaftswerbung. |
| Journal: | Zeitschrift für Betriebswirtschaft
1988 : APR, VOL. 58:4, p. 521-534 |
| Index terms: | ADVERTISING CO-OPERATION PUBLICITY |
| Language: | ger |
| Abstract: | The analysis of the expression "cooperative advertising" shows that "cooperation" and "advertising" bear an antinomian relationship to each other. Therefore cooperative advertising is only practicable if attention is paid to certain parameters: the size of the group forming the cooperation, the perceived dangers and risks from the environment, characteristics of the product to be advertised. After the discussion of the three parameters suggestions are developed for the decision of an individual company whether to join or not a cooperative advertising program. |
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