offensive activity?

Question

what is offensive activity & defensive actvity in marketing ?
pls describe with example.
regards

Answer 1

While I've never encountered those exact terms - and my business background is fairly vast - I will suggest the following based on my understanding of your terminology (and my experience!):

OFFENSIVE: Where you create an awareness campaign (advertising, sales promotion, PR) that speaks to the product benefits and strengths. Example: The launch of Viagra and what it could do for the aging male.

DEFENSIVE: Where you create an awareness campaign that addresses negative product perception or performance. Example: The Tylenol recall and reimbursement campaign in the 1980's, which was necessitated by several deaths due to tampering. The company took immediate steps to buy back all existing product in the hands of consumers (expending large amounts of advertising moneys to create awareness of the campaign), and publicized their efforts to prevent a recurrence by providing tamper-proof packaging. I believe that Tylenol is still a market place leader due entirely to the company's immediate and effective response to a problem that garnered massive, negative national attention.

I hope that some of this is on point!