... Innovative Marketing, Volume 4, Issue 1, 2008 8Kim-Shyan Fam (New Zealand), Lin Yang (New Zealand), Geoffrey Tanakinjal (New Zealand) Innovative sales promotion techniques among Hong Kongadvertisers ... share of total marketing expenditure, they remain an area of less strategic consideration or attention than any other aspect of the promotion mix (Srinivasan and Anderson, 1998). The potential ... manufacturers and retailers have been gradually switching from above the line mass media advertising to a variety of below the line sales © Kim-Shyan Fam, Lin Yang, Geoffrey Tanakinjal, 2008....