haku: @indexterm advertising effectiveness / yhteensä: 556
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| Tekijä: | Stern, H. |
| Otsikko: | Optimaler Werbeeinsatz bringt mehr Effizienz (Optimal use of publicity increases efficiency) |
| Lehti: | Markenartikel
1992 : VOL. 54:9, p. 444-452 |
| Asiasana: | ADVERTISING EFFECTIVENESS |
| Kieli: | ger |
| Tiivistelmä: | The author gives monthly data on publicity and turnover in the German soft drink sector and argues that by better allocation of publicity finance the turnover data might be improved. Optimal publicity effort allocation has to take into account the behaviour of viewers/readers. |
SCIMA