haku: @indexterm advertising expenditure / yhteensä: 112
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| Tekijä: | Unger, F. |
| Otsikko: | "Werbedruck": wieviel ist erforderlich, wie bestimmt man ihn? (Advertisement density: how much is necessary and how we determine it) |
| Lehti: | Markenartikel
1992 : VOL. 54:6, p. 306-312 |
| Asiasana: | ADVERTISING EXPENDITURE |
| Kieli: | ger |
| Tiivistelmä: | The article analyses the factors influencing the amount to be spent on publicity of a certain product. Among them we find: consumer behaviour, complexity of the publicity message, product involvement of consumers, the intensity of publicity with competitors, the number of potential consumers to be contacted. |
SCIMA