Below-the-Line Publicity (Paperback)

More money is now spent on promoting a company and its products in below-the-line publicity activities than on traditional advertising through press, poster, television and radio. Yet there are few books to tell marketing and advertising students or executives how to start. Author of "The Fundamentals and Practice of Marketing" and "The Fundamentals of Advertising". John Wilmshurst has drawn together key elements of various types of below-the-line publicity to produce a well-structured, comprehensive book for practitioners and students alike.