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An outline of below-the-line

Date of publication: May 19, 1971

Catalogue: Seminar 1971: Below-The-Line Activities

Author: John Knecht

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.

John Knecht

Author

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Fad and progress in motivation research Authors: Herta Herzog
Methodological considerations regarding marketing research for consumer durable goods Authors: Leif Holbaek-Hanssen
Service after sale and studies of market for business Authors: Archibald Maddock Crossley
Some comments on the use of 3D and strip film Authors: Henry Charles Briant
The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
What are durable and capital goods? Authors: N. H. Pearson
Advertising and marketing research (French) Authors: Philippe De Vendeuvre
Consumers economic expectations and intentions as revealed by sample surveys Authors: Henry Durant
Economic forecasts with special reference to field studies Authors: Jan van Rees
Market research for petroleum products in the automotive field Authors: D. Leerentveld
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Citation

Knecht, J. (1971a, May 19). An outline of below-the-line . ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/an-outline-of-below-the-line-