T Planning advertising

SPEAR, a mail order company, is planning a new advertising campaign. Below is an extract from an internal report to senior marketers in the company. Fill each gap in the report with a word or phrase from the box.

advertisements advertising mix campaign commercials competition consumer awareness direct mail hard sell impulse buying mailshot online website

ADVERTISING PLAN

Our plan is to sell products through a (1) catalogue and mail order service. We will use a high pressure, (2)_

approach. We can attract customers to order the goods by offering special (3)_prizes. Once the catalogue arrives, consumers will order goods which have an instant appeal. We will depend on (4)_.

Another approach is to run a long advertising (5)_

to increase (6)_of our products. We plan a variety of advertising techniques: this (7)_will consist of television (8)_, newspaper (9)_, and street advertising. We have a good target customer database, so we will use (10)_. We plan to do a (11)

_twice, to put extra pressure on those who do not answer the first time.

We also have a company (12)_where we advertise our products. Customers can also order goods (13)___________

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