Evaluating the effectiveness of below‐the‐line promotion: a critique

David Jobber (Huddersfield Polytechnic, Huddersfield, UK)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 January 1973

Abstract

Looks at the effectiveness of below‐the‐line promotion by examining date from two different periods: up to 1969, when little was written on this subject; and 1969‐ March 1972 when literature had increased dramatically in this area. Suggests that further work needs to be carried out in this area in order to determine the long‐term effects of such promotions on purchasing behaviour.

Keywords

Citation

Jobber, D. (1973), "Evaluating the effectiveness of below‐the‐line promotion: a critique", European Journal of Marketing, Vol. 7 No. 1, pp. 64-69. https://doi.org/10.1108/EUM0000000005100

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Publisher

:

MCB UP Ltd

Copyright © 1973, MCB UP Limited

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