10 ENGLISH BOOKS RELATING TO «BELOW-THE-LINE PROMOTION»
Discover the use of
below-the-line promotion in the following bibliographical selection. Books relating to
below-the-line promotion and brief extracts from same to provide context of its use in English literature.
1
Sales Management: Keys to Effective Sales
Promotion can be loosely classified as "above the line" and "below the line"
promotion. The promotional activities carried out through mass media like
television, radio, newspaper etc. is above the line promotion. The terms 'below-
the-line' ...
2
Marketing Communications: An Integrated Approach
An Integrated Approach Paul Russell Smith, Jonathan Taylor. markets and in
high-growth markets the proportion spent on promotions (below the line - see
Appendix 1.2) should increase. Advertise in declining markets, promote in growth
...
Paul Russell Smith, Jonathan Taylor, 2004
3
Social Communication in Advertising: Consumption in
the ...
Sushil Shergill (1993) tracked these changes in the early 19905, finding that
corporations were investing increased sums in below the line promotion (
telemarketing, trade promotion, direct-mail, consumer promotions, in store media,
...
4
Fundamentals of Advertising
... of below-the-line expenditure that has been developing enormously. Thus as
early as 1978, Chris Petersen was pointing out the enormously more rapid
growth of below-the-line promotion compared with that of above-the-line
advertising?
John Wilmshurst, Adrian Mackay, 2010
5
The Fundamentals and Practice of Marketing
In any case, relatively little of the expenditure passes through agencies but tends
to be spent directly by advertisers or through specialist companies. As early as
1978 the more rapid growth of below the line promotion compared with that of ...
John Wilmshurst, Adrian Mackay, 2002
6
Advertising and
Promotion: An Integrated Marketing ...
In fact, below-the-line promotion is now a site of creativity as fertile as that of the
display ad. Creative uses and combinations of media channels have assumed
more importance as technological developments and audience fragmentation
drive ...
7
Advertising and Integrated Brand
Promotion
Traditionally, com- panies would make the distinc- tion between (1) above-the-
line promotion, which meant tradi- tional measured media adver- tising, and (2)
below-the-line promotion, which is everything else. For consumer package goods
...
Thomas O'Guinn, Chris Allen, Richard Semenik, 2014
8
Advanced Business Studies Through Diagrams
... shape, information displayed on it Branding: name or design which identifies
the products or services of a manufacturer and distinguishes them from
competitors. Above the line v below the line promotion Above the line:
ADVERTISING ...
9
The Photoshop Darkroom: Creative Digital Post-processing
Below-the- line promotion refers to those methods of promoting a product that do
not use direct advertising. These include public relations, such as getting stars to
endorse products, or news and magazine stories featuring the product.
Harold Davis, Phyllis Davis, 2009
10
Professional Marketing and Advertising Essays and Assignments:
Ben Sherman uses both above-the-line and below-the-line promotion to help
inform customers about its products. Through this information, it increases the
customers' desire to buy its products. Some people think of promotion as being
just ...
4 NEWS ITEMS WHICH INCLUDE THE TERM «BELOW-THE-LINE PROMOTION»
Find out what the national and international press are talking about and how the term
below-the-line promotion is used in the context of the following news items.
Below-the-Line Promotion
Promotion can be loosely classified as "above-the-line" and "below-the-line" promotion. The promotional activities carried out through mass ... «CoolAvenues, Jun 10»
Hamdard (Wakf) Laboratories: Growing the sweet tooth
Much of this money could go into such below-the-line promotion. Also, Hamdard wants to make Rooh Afza a year-long brand. For consumption ... «Business Standard, Apr 10»
Typhoo tees off in India
... below-the-line promotion like point of sale communication. Of course, Paul is associated with Kings XI Punjab in the Indian Premier League. «Business Standard, Jan 10»
Why everyone loves the Red Arrows
Defence journalist Nick Cook says the difficulty is that they are an intangible benefit - in advertising speak, "below-the-line promotion". «BBC News, Jul 04»
