Advertising Strategy Lecture 5
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Advertising Strategy Lecture 5

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Supports the session on positioning...

Supports the session on positioning...

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Advertising Strategy Lecture 5 Advertising Strategy Lecture 5 Presentation Transcript

  • 5
  • Percy and Elliott, 2009
  • in-house creative departmentwrite copy in-house and use freelance graphic artist View slide
  • “Positioning refers broadly to the valuesand associations, both tangible andintangible, that are linked with a givenbrand. The positioning differentiates thebrand from its rivals.” View slide
  • Gospe, 2012
  • Adapted from Percy and Elliott, 2009
  • “A brand is the set of expectations,memories, stories and relationships that,taken together, account for a consumer’sdecision to choose one product or serviceover another. If the consumer (whether it’s abusiness, a buyer, a voter or a donor)doesn’t pay a premium, make a selection orspread the word, then no brand value existsfor that consumer.”
  • whether the brand’s position in relation to other brands should be interms of product users or the product itself
  • Fletcher, W. (2010) Advertising: a very short introduction. Oxford: OxfordUniversity Press.Percy, L. and Elliott, R. (2012) Strategic Advertising Management. Oxford,Oxford University Press.Yeshin, T. (2006). Advertising. London: Thomson
  • Some classic tv adsTHINKBOX: “As a nation we enjoy watching TV adverts more than thoseon any other media, and great TV ads really stick in the mind and becomeconversation pieces. We’ve all got our favourites. Here’s a gallery oftwenty good uns for you.”http://www.thinkbox.tv/server/show/nav.116 9