Positioning. How advertising shapes perceptions
Description
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.
Runtime
21 min
Series
Subjects
Genre
Date of Publication
2004
Database
Alexander Street
Direct Link
https://www.remote.uwosh.edu/login?url=http://www.aspresolver.com/aspresolver.asp?BUSV;2313615
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