Marketing Communications

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Marketing Communications

203

Sales Promotion And Publicity

BELOw-THE-LINE ADVERTISING

This form of advertising involves such media as:

1. Specialty advertising


2. Exhibitions and fairs or trade shows


3. Premiums, trading deals, coupon, in-store demonstration and so on


4. Point-of-purchase display

Below-the-line advertising refers to promotional efforts not concerned with the direct traditional media.
These are media, which do not normally allow commission to agencies, a SERVICE CHARGE method
of billing is used.

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