ATF (Bureau of Alcohol, Tobacco, Firearms, and Explosives)
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regulates manufacturing and sales or alcohol, tobacco firearms and
explosives
- regulates advertising for alcohol and tobacco including warning labels
institutional messages
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promote a company, corporation, business, used to improve or enhance
the public perception
,premium: offers an item for free or at a discount to reward some type of behavior
such as purchase or sample
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Advantages
•Builds goodwill
•Increases perception of value
Disadvantages
•Consumers buy for premium, not product
•Has to be carefully managed
role of public relations
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involves managing communications and relationships to achieve various
objectives such as:
•Building and maintaining a positive image of the firm
•Handling unfavorable stories or events
•Maintaining positive relationships with the media
puffery
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legal exaggeration of praise, stopping just short of deception, lavished on
a product in its marketing communications
, flighting schedule
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advertising schedule that is implemented in spurts with periods of heavy
advertising mixed with periods of no advertising
- seasonal goods
pull strategy
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- aims to increase demand by speaking to consumers directly, persuading
consumers in hopes they will pull the product into the marketing channel
continuous schedule
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runs steadily throughout the year, steady flow of information or persuasive
messaging, good for highly competitive categories
sampling: offers potential customers the opportunity to try a product or service
before making a purchase
Give this one a try later!
Give this one a try later!
regulates manufacturing and sales or alcohol, tobacco firearms and
explosives
- regulates advertising for alcohol and tobacco including warning labels
institutional messages
Give this one a try later!
promote a company, corporation, business, used to improve or enhance
the public perception
,premium: offers an item for free or at a discount to reward some type of behavior
such as purchase or sample
Give this one a try later!
Advantages
•Builds goodwill
•Increases perception of value
Disadvantages
•Consumers buy for premium, not product
•Has to be carefully managed
role of public relations
Give this one a try later!
involves managing communications and relationships to achieve various
objectives such as:
•Building and maintaining a positive image of the firm
•Handling unfavorable stories or events
•Maintaining positive relationships with the media
puffery
Give this one a try later!
legal exaggeration of praise, stopping just short of deception, lavished on
a product in its marketing communications
, flighting schedule
Give this one a try later!
advertising schedule that is implemented in spurts with periods of heavy
advertising mixed with periods of no advertising
- seasonal goods
pull strategy
Give this one a try later!
- aims to increase demand by speaking to consumers directly, persuading
consumers in hopes they will pull the product into the marketing channel
continuous schedule
Give this one a try later!
runs steadily throughout the year, steady flow of information or persuasive
messaging, good for highly competitive categories
sampling: offers potential customers the opportunity to try a product or service
before making a purchase
Give this one a try later!
