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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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Research Papers

Some examples of research on bio-tex promotion

Catalogue: Seminar 1976: The Contribution Of Research To Decision Making Promotions

Authors: John Knecht, Marten Rook

 

June 15, 1976

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Citation

Knecht and Rook (1976a, June 15). Some examples of research on bio-tex promotion. ANA - ESOMAR. Retrieved June 06, 2023, from


https://ana.esomar.org/documents/some-examples-of-research-on-bio-tex-promotion


Research Papers

Research for decisions

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research

Authors: J. D. W. Stewart, Jacques Blanchard

 

September 1, 1974

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Citation

Stewart and Blanchard (1974a, September 01). Research for decisions. ANA - ESOMAR. Retrieved June 06, 2023, from


https://ana.esomar.org/documents/research-for-decisions


Research Papers

Do promotions undermine the brand?

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Authors: Robin T. J. Tuck, W. G. B. Harvey

 

January 1, 1980

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Citation

Tuck and Harvey (1980a, January 01). Do promotions undermine the brand?. ANA - ESOMAR. Retrieved June 06, 2023, from


https://ana.esomar.org/documents/do-promotions-undermine-the-brand--1895


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Citation

Knecht, J. (1971a, May 19). An outline of below-the-line . ANA - ESOMAR. Retrieved June 06, 2023, from


https://ana.esomar.org/documents/do-promotions-undermine-the-brand--1895