Marketing people follow this method more often as this is a scientific method where the advertising goals are explicitly stated and the cost to achieve…

Imagine this: You are flying at 30,000 feet. The captain announces that a huge storm is approaching. He then informs you that he is running…

1. Historical Method : Common budgeting method. May be based on last year’s with a percentage increase. Nothing to do with advertising objectives. 2. Task-Objective…

“Experience has taught me that advertisers get the best results when they pay their agency a flat fee. . . . It is unrealistic to…

Just as segmentation involves the decision to aim at a certain group of customers but not others, our next concept-positioning-involves a decision to stress only…

(1) Using product characteristics or customer benefits,(2) The price-quality approach,(3) The use or applications approach,(4) The product-user approach,(5) The product-class approach,(6) The cultural symbol approach,…

Probably the most-used positioning strategy is to associate an object with a product characteristic or customer benefit. Imported automobiles illustrate the variety of product characteristics…

The price-quality product characteristic is so useful and pervasive that it is appropriate to consider it separately. In many product categories, there exist brands that…

Another way to communicate an image is to associate the product with a use, or application. Products can, of course, have multiple positioning strategies, although…

Another positioning approach is to associate a product with a user or a class of users. Michael Jordan, for example, was used by Nike. Many…