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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

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Research Papers

The evaluation of below-the-line activity by ad hoc field research

Catalogue: Seminar 1971: Below-The-Line Activities

Author: Peter Sampson

 

May 19, 1971

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Citation

Sampson, P. (1971a, May 19). The evaluation of below-the-line activity by ad hoc field research. ANA - ESOMAR. Retrieved January 06, 2026, from


https://ana.esomar.org/documents/the-evaluation-of-below-the-line-activity-by-ad-hoc-field-research


Research Papers

The evaluation of below-the-line activity by ad hoc field research

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: Peter Sampson

 

June 15, 1980

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Citation

Sampson, P. (1980a, June 15). The evaluation of below-the-line activity by ad hoc field research . ANA - ESOMAR. Retrieved January 06, 2026, from


https://ana.esomar.org/documents/the-evaluation-of-below-the-line-activity-by-ad-hoc-field-research-


Research Papers

An outline of below-the-line

Catalogue: Seminar 1971: Below-The-Line Activities

Author: John Knecht

 

May 19, 1971

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Citation

Knecht, J. (1971a, May 19). An outline of below-the-line . ANA - ESOMAR. Retrieved January 06, 2026, from


https://ana.esomar.org/documents/an-outline-of-below-the-line-


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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 January 06, 2026, from


https://ana.esomar.org/documents/an-outline-of-below-the-line-