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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

Author

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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 May 13, 2025, from


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