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.
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
Research Papers
Research for decisions
Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Authors: J. D. W. Stewart, Jacques Blanchard
 
September 1, 1974
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
