Advertising Strategy Lecture 5
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Advertising Strategy Lecture 5

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...considering positioning in advertising.

...considering positioning in advertising.

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Advertising Strategy Lecture 5 Advertising Strategy Lecture 5 Presentation Transcript

  • 5
  • Percy and Elliott, 2009
  • in-house creative department write copy in-house and use freelance graphic artist
  • “Positioning refers broadly to the values and associations, both tangible and intangible, that are linked with a given brand. The positioning differentiates the brand from its rivals.”
  • 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’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.”
  • whether the brand’s position in relation to other brands should be in terms of product users or the product itself
  • Burtenshaw, K., Mahon, N. and Barfoot, C. (2006). The Fundamentals of Creative Advertising. Switzerland: AVA Publishing. Percy, L. and Elliott, R. (2009) Strategic Advertising Management. Oxford, Oxford University Press. Shimp, T. (2007) Integrated Marketing Communications in Advertising and Promotion. USA: Cengage. Yeshin, T. (2006). Advertising. London, Thomson