COM CM 317 Lecture Notes - Lecture 12: Costco, Stonyfield Farm

• School: Boston University
• Department: Mass Communication, Advertising & Public Relations
• Course: COM CM 317
• Professor: Carolyn Clark

Document Summary

03/01 brand positioning; stoneyfield farms; cvs; your ads; midterm. Stoneyfield the farm looks for a new agency;= fresh, family. Cvs: ad without telling to people; original: tone too serious; solve: account planner to the shop people: what people want to buy, what do they feel like; the account planner goes back and talks about how they find. Cvs is a lot of more about offering people a range of products in life fun tools, etc. Walgreen, supermarket, target, costco, amazon a lots of competitors; so cvs needs to figure out its positioning. To (target audience): not just man in 40 (frame of reference): say, nike, nike in. Brand is the all athletics foot wares and apparels. What category you want people to think of when come to the brand"s name. That (point of difference): importance; pull the brand away from other brands.