Abstract:
The purpose of the seminar is to advance thinking upon the research evaluation of 'below-the-line' expenditures. For while in respect of normal media advertising there is internationally a wide area of general understanding about techniques, terminology and indeed objectives , for 'below-the-line' there is no such common understanding even within countries.
This could also be of interest:
Research Papers
Below-the-line promotion
Catalogue: Seminar 1971: Below-The-Line Activities
Author: Martin Christopher
 
June 15, 1971
Research Papers
"Below-the-line" and "sponsoring"
Catalogue: Seminar 1985: Below-The-Line And Sponsoring
Author: Willem G. Gussekloo
 
November 6, 1985
Research Papers
The contribution of research to the planning, budgeting and evaluation of below-the-line activity
Catalogue: Seminar 1971: Below-The-Line Activities
Author: David Lowe-Watson
Company: ESSO
June 15, 1971
