Sales Promotion
Making Licences Work: Beyond the Unique Point of Difference
Charles Croft, The Marketing Store Consumer Products
Licensing definedLicensing is the promotional use of an established creative property usually a film, TV or cartoon...
Making Licences Work: Beyond the Unique Point of Difference
This wide ranging article on licensing - defined as a promotional use of an established creative property such as a film, TV or cartoon character - highlights the potential advantages and pitfalls in mounting this type of promotion.
