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.
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
Research Papers
Report-back from working group IV
Catalogue: Seminar 1971: Below-The-Line Activities
Author: Robin T. J. Tuck
 
June 15, 1971
Research Papers
Some applications of operational research to the problem of advertising
Catalogue: ESOMAR Yearbook 1963-1964
Author: David Lowe-Watson
 
June 15, 1964
