Advertising strategy & Positioning
What is positioning?
- A marketing strategy that tries to fit a product /service to one or more segments of the market
- Set it apart from the competition
- Companies apply this strategy either by emphasizing the distinguishing features of their brand (what it is, what it does and how, etc.) or they may try to create a suitable image (inexpensive or premium, utilitarian or luxurious, entry-level or high-end, etc.) through advertising.
What is positioning?
- A strong brand position makes the product/service unique and credible in the eyes of the consumer
- Think of a benefit to set it apart from the competition
Once a brand is positioned, it is very difficult to reposition it without destroying its credibility.
who coined positioning?
Al Ries along with JackTrout coined the term back in the 60's
- In 1960s - Wrote the book Positioning: The Battle For Your Mind, an industry standard on the subject.
- 1970s - Ries alco-authored a three-part series of articles declaring the arrival of the "Positioning Era" in Advertising Age magazine, promoting their concept of positioning.
examples of positioning
Size
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/981614/iPad-Air-the-power-of-lightness.jpg)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/981615/Think_Small.jpg)
examples of positioning
Endurance
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/981626/m-ttc-image-1-2.jpg)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/981623/timberlandbank.jpg)
examples of positioning
Affordable Design
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/981638/imgres.jpg)
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/981636/FH4.png)
Strategy
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/981710/graph.png)
What is strategy?
- A plan on how to approach an advertising problem
- It should support the marketing plan (which may or may not be given to you)
- If you don't have a marketing plan, do your own market research before developing a strategy
- A strong strategy will help you concept a great idea on solving your advertising problem
steps for forming strategy
- What's going on in the market?
- What's the history of the brand?
- What are the current trends?
- What are the risks and opportunities?
- What does the future look like? (with products, competitors and customer attitudes)
Step 1: Assessment
Use SWOT (strength, weaknesses, opportunities and threats) analysis
steps for forming strategy
- What should we do about it?
- What are the opportunities?
- What actions (if any) should you take on current trends?
- How do you address issues with advertising and related tools?
- What does the future look like? (with products, competitors and customer attitudes)
Step 2: action
should be able to define
- Objectives & Purpose
- Budget
- Method - where/when to advertise and what mediums to use
- Tone/mood
- Measure the results. Did it work?
issues that may effect your strategy
- Branding- Make you you understand the brand
- Positioning- Learn where they stand in positioning
- Target audience- Who are they? Create personas
- Business goals- Anything you have to keep in mind?
Examples
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/981715/nike-just-do-it.jpg)
Examples
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/981715/nike-just-do-it.jpg)
Agency: Wieden & Kennedy
![](https://s3.amazonaws.com/media-p.slid.es/uploads/shadow4611/images/981735/sgs2-ad-1.jpg)
Agency: 75 and Sunny
advertsing stratgey/positioning
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advertsing stratgey/positioning
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