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´╗┐Advertising MANAGEMENT 10 Crafting the Brand Positioning

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Chapter Questions How are brands separated? In what capacity can a firm pick and impart a compelling situating in the market? What are the ramifications of market development for advertising methodologies?

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Marketing Strategy Segmentation Targeting Positioning

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Positioning Designing the organization's putting forth and picture for an unmistakable place in the brain of the objective market.

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Positions? Pizza places? Bars? Supermarkets?

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A Positioning Statement To youthful, dynamic soda pop shoppers with little time for rest, Mountain Dew is the soda pop that gives you vitality since it has the most caffeine.

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Points-of-equality (POPs) Points-of-contrast (PODs) Defining Associations

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Consumer Desirability Criteria Relevance Distinctiveness Believability

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Deliverability Criteria for PODs Feasibility Communicability Sustainability

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Low-value versus Amazing Taste versus Low calories Nutritious versus Great tasting Efficacious versus Gentle Powerful versus Safe Strong versus Refined Ubiquitous versus Restrictive Varied versus Straightforward Examples of Negatively Correlated Attributes and Benefits

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Addressing contrarily connected PODs and POPs Present independently Leverage value of another substance Redefine the relationship

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Image Differentiation

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Product Life Cycle

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Theories about Life Cycles Products have a constrained life. Item deals go through particular stages. Benefits rise and fall at various stages. Items require distinctive showcasing, monetary, assembling, buying, and human asset methodologies in every stage.

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Product in Decline

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Market Evolution Stages Emergence Growth Maturity Decline

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Maturity Strategies

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Activity Do brands have limited lives? Take a position: Brands can keep going forever. 2. Brands will in the long run be outdated.