ADV-3008 Lecture Notes - Lecture 5: Kitchen Stove, Federal Communications Commission, Federal Trade Commission Act Of 1914
Document Summary
Brand positioning: designers/brands have to have something unique and meaningful to set them apart: consumer perceptions: if a consumer does not perceive that a brand delivers a bene t, then that brand does not deliver that bene t. Positioning that leads to strategies: attribute: position based on a speci c attribute (products physical feature, price/value: what the consumer perceives what they receive for the money. The perceived value of the brand based on what you are paying for: use of application: shows different ways the product can actually be used. Positioning your brand relative to a speci c competitor. Gives consumer reference point on how to think of a products brand. Message strategy: a basic message, or series of messages, that the advertiser is trying to communicate. Provides information and be persuasive, and has to be done in an interesting form of presentation.
