The Advertising Media Strategy Was Directed to the Trade


Jumbo-Koter advertising was designed to be run in trade publications such as Do-It-Yourself Retailing and other magazines targeted to paint and hardware stores. There was no consumer advertising of Jumbo-Koter. One- and twopage spreads were placed in these magazines at the time of the product launch. The advertising was not actually placed until Wooster Brush was confident that there was enough product in the warehouse to satisfy retailer demand. The advertisements initially ran in conjunction with the initial launch. Further flights of these same advertisements were to be run every three or four issues, in rotation with the regular Wooster Brush advertising campaign.

Public relations was also used to introduce Jumbo-Koter. A press releasewas sent to all of the key trade publications prior to placement of the print advertising. Wooster Brush Company management anticipated that a significant number of articles would result from this press release because Wooster Brush was a regular advertiser in all of these magazines. The press release introduced Jumbo-Koter as a new product from the Wooster Brush Company and included the major points from the advertising copy.




Powerhouse Marketing Plans(c) 14 Outstanding Real-Life Plans and What You Can Learn from Them to Supercharge [... ]aigns
Powerhouse Marketing Plans(c) 14 Outstanding Real-Life Plans and What You Can Learn from Them to Supercharge [... ]aigns
ISBN: 735621675
EAN: N/A
Year: 2006
Pages: 172

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