This document discusses communication and the human mind. It notes that the mind rejects information that doesn't "compute" due to the high volume of information. One objective of advertising is to heighten expectations. The mind is an inadequate container for all the information in today's overcommunicated society. Ranking people, objectives, and brands allows for organization but can be difficult to move up the ladder in people's minds. It's often better in advertising to position what a product is not rather than what it is. Finding the concept inside the prospect's mind is more important than inside the product or yourself. To be successful, you can't ignore a competitor's position or your own.

1. CHAPTER : 4
THOSE LITTLE LADDERS IN YOUR HEAD

2. Ultimate objective of all communication!

3. The human mind

4. Defense mechanism
the volume of today’s communications , the
mind rejects information that doesn’t “compute”

5. “ You taste what
you expect to taste ”

6. One prime objective of all Advertising
Heighten
expectations !!!

7. In our over
communicated society ,
the human mind is a
totally inadequate
container

9. Ranking of people , objectives and brands is not only a
convenient method of organizing things …
Moving up the ladder in the mind can be extremely
difficult …

10. Its often better to the prospect what the
product is not , rather than what it is !!!

11. The “Against” Positioning
Avis is only no.2 , so why go
with us ? We try harder …
Its classic positioning

12. Find your concept inside yourself or
inside the product
Not true … what you must do is
look inside the prospect mind

13. The F.W.M.T.S Trap
“Forgot what made them successful”
“Avis is going to be no.1”

15. Want to be
successful??

16. You can’t ignore the competitors position
Nor can walk away from your own