Advertising lecture 6 - Advertising lecture 6 Positioning strategy implants a clear meaning of what he product is and how it compares with competing

Advertising lecture 6 - Advertising lecture 6 Positioning...

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Advertising lecture 6 Effective and creative messages Positioning strategy - implants a clear meaning of what he product is and how it compares with competing alternatives Benefit positioning - used by market leaders Competitive positioning - used by market followers To compare Better in enhancing brand awareness Promote better recall Effective specially when the brand is new Can generate more purchase Or not? Legitimize competitors Do not want to draw attentions to a competing brand Legal issues Advertising war Two-sided message strategy (Benefit & competitive)
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