Below-the-line - big companies report more promotional activity, with expectations beyond the tactical

Jim Addison

One of four articles analysing the effects of the advertising recession. In a survey of 100 major companies, most report more sales promotion activity this year, not entirely for belt-tightening reasons.

Below-the-line

Big companies report more promotional activity, with expectations beyond the tactical

Jim Addison

In a survey of 100 major companies, most report more sales promotion activity this year, not entirely for expedient belt-tightening reasons. Many expect a further increase in 1992. Below-the-line is widely seen as a strategic as well as a tactical marketing tool, particularly in the packaged goods sector. However, advertising is seen as better value for money; and perceptions of the sales promotion industry - if improving - are still a worrying negative.

The devastating effects of the recession on above-the-line activity has been well documented,...

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