Marketing Communications

Theory and Research

Pulsation or "flooding" strategies will be particularly effective in brand launches or
major re-positioning cam— paigns. The media of choice will tend to be those
which require a relatively low degree of involvement on the part of the customer
and would include television, direct mail, and the use of personal sales.
Advertising Strategies In Exhibit 2 are found three strategies which can be use—
ful in marketing negative products: rectification use, preventive use, and
maintenance use ...