Below-the-Line Promotion
Published on 23. August 1993
Book
Paperback/Softback
420 pages
978-0-7506-0548-9 (ISBN)
Description
More money is spent on promoting a company and its products in below-the-line activities than on traditional advertising through press, poster, television and radio. Yet there are no books to tell marketing and advertising executives or students how to start. Author of the "Fundamentals and Practice of Marketing" and "The Fundamentals of Advertising", John Wilmshurst has drawn together key elements such as the various types of below-the-line activities (from sales promotion, and sales aids to merchandizing, exhibition and giveaways) in one book for practitioners and students alike.
More money is spent on promoting a company and its products in below-the-line activities than on traditional advertising through press, poster, television and radio. Yet there are no books to tell marketing and advertising executives or students how to start. Author of the "Fundamentals and Practice of Marketing" and "The Fundamentals of Advertising", John Wilmshurst has drawn together key elements such as the various types of below-the-line activities (from sales promotion, and sales aids to merchandizing, exhibition and giveaways) in one book for practitioners and students alike.
More money is spent on promoting a company and its products in below-the-line activities than on traditional advertising through press, poster, television and radio. Yet there are no books to tell marketing and advertising executives or students how to start. Author of the "Fundamentals and Practice of Marketing" and "The Fundamentals of Advertising", John Wilmshurst has drawn together key elements such as the various types of below-the-line activities (from sales promotion, and sales aids to merchandizing, exhibition and giveaways) in one book for practitioners and students alike.
More details
Series
Language
English
Place of publication
Oxford
United Kingdom
Publishing group
Elsevier Science & Technology
Target group
Professional and scholarly
College/higher education
Illustrations
illustrations
Dimensions
Height: 234 mm
Width: 156 mm
Weight
630 gr
ISBN-13
978-0-7506-0548-9 (9780750605489)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
Previous edition
John Wilmshurst
Below-the-Line Publicity
Book
Butterworth-Heinemann
€39.78
The article will not be published
Content
Introduction to above and below-the-line; price reductions - are these true below-the-line promotion costs?; promotional strategy; getting organized for a below-the-line campaign; the main target audiences; the measurement and control of below-the-line activities; the particular problems of corporate promotion; sales promotion; direct marketing; sales literature; sales aids and sales support material; body and aerial media; merchandizing and point of sale; editorial publicity; open the doors to the customers - showrooms, factory units, education activities; exhibitions, shows and travelling displays; sponsorship.