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Cultural Exchange via Internet - Opportunities and Strategies
Forum of the House of World Cultures, Berlin, 12 October, 1998 - ... open end


Subject:Re: Globalization
Date:Wed, 09 Dec 1998 14:32
Author:Juan José Díaz Infante  [jdiazinfante@altamiracave.com]
Reply To:forum1@hkw.kbx.de


Continuation of prior mail by J. Díaz Infante on Marketing

...Back from class
There is a point about efficiency of advertising. An advertising campaign is 5% of the money that you want to make. This has to do with an integration of an estrategy of distribution, sales and top of mind. The application of advertising or advertising techniques in global terms in other fields, there is no place where to get the money or recuperate it. Ogilvy always stated that you could not sell products that are not winners. We all may know the bears of Coca Cola, but we do not know the other thousands of campaigns that have failed.


Juan José Díaz Infante
Curador de Altamira
http://www.altamiracave.com


"Es mucho mas importante la imaginación que el conocimiento"
Albert Einstein



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Forum of the House of World Cultures, Berlin, on the use of Internet in the cultural exchange with and between Africa, Asia/Pacific and Latin America.

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