An outline of below-the-line

Date of publication: May 19, 1971

Author: John Knecht


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


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Research Papers

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Research Papers

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