Publisher's Synopsis
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.
