Below-the-Line Publicity

The management of below-the-line publicity; above and below the line; price and non-price oriented below-the-line publicity; the main target audiences - customers, "the trade" and the sales force; the measurement and control of below-the-line publicity; the particular problems of corporate promotion; the various types of below-the-line publicity; sales promotion; sales literature; sales aids and sales force support material; merchandising and point of sale material; editorial publicity; showrooms; factory visits, educational activities etc; exhibitions, shows, travelling displays, etc; sponsorship (sport and the arts); direct mail.