Abstract:

There were four main points which emerged: 1. Disagreement with the view that "a brand is never the same after a price-off promotion"; 2. The need to define clearly the objectives of a particular promotion; 3. A discussion of the merits of post-testing as opposed to pre-testing in below-the-line compared with above-the-line advertising; 4. A fairly strong view was put forward that different processes were at work in below-the-line as opposed to above-the-line advertising.