Below-The-Line Advertising

Part 1:
How the Below-The-Line advertising assist, support and affect the brand equity building process in terms of (i) increase on brand awareness and (ii) facilitate the understanding on key brand and promotional attributes?
(Around 2 pages)

Part 2:
The negative impacts on Below-The-Line advertising, such as (i) forced exposure, (ii) psychological reactance, (iii) relevancy etc.
(Around 3 pages)