Abstract:
This chapter deals with the contribution of research, both in the planning and evaluation, of âbelow the lineâ activity. Any definition of âbelow the lineâ assumes a false dichotomy since many promotions are dependent on media advertising. This would be so, for example, when reduced offers are backed by national press advertising. In the current context âbelow the lineâ expenditure is defined to include the following, whether or not they are supported by media advertising: (a) any in-store promotional activity to the consumer such as premium offers, reduced price offers, stamps and coupons, competitions and banded packs; (b) any trade incentives or discounts to the retailer; (c) all display material whether in support of specific promotions or not; (d) any point-of-scale aids such as leaflets, brochures, store demonstrations; (e) any direct promotion to the consumer such as couponing or free samples. Expenditure on items such as sales force incentive schemes and sponsorships is excluded for the purpose of this chapter.
Research Papers
Measuring the effects of promotion on sales in theory and practice
Catalogue: Seminar 1978: The Business Of Advertising
Authors: Stephan Buck, Jeffrey H. Frankel
 
June 15, 1970
Research Papers
Cherry-pickers and store switchers
Catalogue: ESOMAR Retailing Industry Conference 2005
Author: Bernhard Treiber
 
April 19, 2005
Research Papers
The contribution of research to the planning, budgeting and evaluation of below-the-line activity
Catalogue: Seminar 1971: Below-The-Line Activities
Author: David Lowe-Watson
Company: ESSO
June 15, 1971
