Back

The contribution of research to the planning, budgeting and evaluation of below-the-line activity

Date of publication: June 15, 1971

Catalogue: Seminar 1971: Below-The-Line Activities

Company: ESSO

Author: David Lowe-Watson

Abstract:

In this paper I propose to outline briefly some underlying factors leading to the growth of below-the-line activity, to describe the marketing functions performed by different types of promotional activity, and to suggest a rational approach to the problem of allocating expenditure.

David Lowe-Watson

Author

This is a long description of some author details.

Research Papers

The role of market research in relation to the changing structure of the UK motoring market

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World

Author: David Lowe-Watson

Company: ESSO

June 15, 1972

×

Citation

Lowe-Watson, D. (1972a, June 15). The role of market research in relation to the changing structure of the UK motoring market. ANA - ESOMAR. Retrieved March 28, 2023, from


https://ana.esomar.org/documents/the-role-of-market-research-in-relation-to-the-changing-structure-of-the-uk-motoring-market


Research Papers

Report-back from working group IV

Catalogue: Seminar 1971: Below-The-Line Activities

Author: Robin T. J. Tuck

 

June 15, 1971

×

Citation

Tuck, R. T. (1971a, June 15). Report-back from working group IV. ANA - ESOMAR. Retrieved March 28, 2023, from


https://ana.esomar.org/documents/report-back-from-working-group-iv


Research Papers

Some applications of operational research to the problem of advertising

Catalogue: ESOMAR Yearbook 1963-1964

Author: David Lowe-Watson

 

June 15, 1964

×

Citation

Lowe-Watson, D. (1964a, June 15). Some applications of operational research to the problem of advertising. ANA - ESOMAR. Retrieved March 28, 2023, from


https://ana.esomar.org/documents/some-applications-of-operational-research-to-the-problem-of-advertising


  • PDF
  • This could also be of interest
Fad and progress in motivation research Authors: Herta Herzog
Methodological considerations regarding marketing research for consumer durable goods Authors: Leif Holbaek-Hanssen
Service after sale and studies of market for business Authors: Archibald Maddock Crossley
Some comments on the use of 3D and strip film Authors: Henry Charles Briant
The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
What are durable and capital goods? Authors: N. H. Pearson
Advertising and marketing research (French) Authors: Philippe De Vendeuvre
Consumers economic expectations and intentions as revealed by sample surveys Authors: Henry Durant
Economic forecasts with special reference to field studies Authors: Jan van Rees
Market research for petroleum products in the automotive field Authors: D. Leerentveld
×

Citation

Lowe-Watson, D. (1971a, June 15). The contribution of research to the planning, budgeting and evaluation of below-the-line activity . ANA - ESOMAR. Retrieved March 28, 2023, from


https://ana.esomar.org/documents/some-applications-of-operational-research-to-the-problem-of-advertising