Abstract:

There is a logical correlation between growing indifference to brands on the consumers' part and the increase in such "below the line activities" generated by producers. One sometimes wonders whether these activities are aimed at the consumer or at competitors. Some promotions have more the looks of "below the belt" punches whereby the consumer is a bystander who gets some value in an opportunistic way. The truth and consequence of these introductory remarks may be shown in the following chapters, which will deal with brand promotion based on: -point saving systems -price-offs -premiums.