| Journal Call no. | HD38.2.E93 |
|---|---|
| Article Title | The soft sell. |
| Is Part Of | The executive ; v.12, no.9, Sep 1991, p.34, illus. |
| Abstract | DHL started sponsoring the arts six years ago. "My company went into sponsorship of cultural programmes to enhance our company image. It was a strategic advertising move," explains Po Chung who believes, "Hard advertising is the way of the past. Soft advertising is the way of the future. Unless you have a specific product you want to launch or promote, the more effective long term advertising is on the more subliminal level, to get the corporate image and message across." |