'Below-the-line spending' the need for understanding and control
Abstract:
SPAR has been designing, implementing, evaluating and executing promotional programs since 1967. Our approach has been successfully implemented in the United States, Canada, the United Kingdom and Australia. In the UK, through a joint agreement, AGB supports our services there. SPAR's method has been applied to almost every form of sales promotion event, trade and consumer, from case discounting, co-op monies and payment for retailer programs to consumer packs and special forms of couponing. SPAR's approach has been proven successful by providing reliable and actionable information for a wide variety of categories.
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Research Papers
"Below-the-line" and "sponsoring"
Catalogue: Seminar 1985: Below-The-Line And Sponsoring
Author: Willem G. Gussekloo
November 6, 1985
Research Papers
Below-the-line promotion
Catalogue: Seminar 1971: Below-The-Line Activities
Author: Martin Christopher
June 15, 1971
Research Papers
An outline of below-the-line
Catalogue: Seminar 1971: Below-The-Line Activities
Author: John Knecht
May 19, 1971
