Abstract:

The paper aims at delineating the ways of advertising in Hungary the products and services manufactured or rendered on the basis of a license purchased from a Western company whose trade-mark or trade-name is made use of when marketing the product or services. Emphasis is laid on the use of trademark and trade-name. The author endeavour to illustrate that they have an important role to play in Hungarian advertising and public relations activities, that the fruits of the cited crucial and increasingly expanding East-West cooperation are given great publicity in Hungary, and lastly, what are the ways and means of materialising the same. The paper makes no claim to be scientific, its message being conveyed by way of rule-of-thumb examples in four case studies.