ADV 3001 Chapter 7: Chapter 7 Notes

• School: University of Florida
• Department: Advertising
• Course: ADV 3001
• Professor: Lawrence Milton Clark

Document Summary

Your creative work needs to stand out. Information on the competition provided by the planner helps you achieve that, but you need to research on your own as well: squaring up to the leader. Openly admitting you aren"t number one: compete by telling your brand"s story. Telling your brand"s unique story is one way of distinguishing it. Consumers respond increasingly to the personality which the story creates for the brand: brand leaders can make the break. Brand leaders can make the break because they have established their story so well. Emotional positioning: compete with convincing facts. In certain categories your competition is the target market"s state of mind rather than another product or service. Powerful states of mind that issue-based advertising campaigns address: complacency. Failing to switch to a cheaper tari , in spite of online comparison websites: apathy. Fear of ruining a romantic moment outweighing consideration of the consequences of unprotected sex.