Below-the-Line Promotion (Professional Development)

by JohnWilmshurst (Author)

• Used

  Paperback
  1993

  $3.51

  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.