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Positioning: How Advertisers Shape Perceptions


Positioning: How Advertisers Shape Perceptions

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Item Number:
LS LS-1281-04-DVD
Price:
$99.00
Format:
DVD
Length:
21 min.
Copyright:
2004
Closed Caption:
Yes
Producer:
Learning Seed
ISBN:
0917159314
Summary:
Contemporary advertising seldom demonstrates why one brand is superior, or constructs logical arguments to sway buyers. Advertisers today position instead of persuade. Position refers to a place the product occupies in the consumer's mind. Nobody likes to be told how to think, but few notice when told how to see. Explore perceptual mapping, market segmentation, the use of emotion and magic, social approval, positioning against the competition, re-positioning, and using unique attributes.




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