Docstoc

ADVERTISING CAMPAIGN

Document Sample
ADVERTISING CAMPAIGN Powered By Docstoc
					       ADVERTISING CAMPAIGN
 Reminders – To Be Completed So Far
   III. Objectives of the Campaign
     A. Main Objectives (10 points)
     C. Campaign Theme (10 points)
     D. Campaign Slogan (3 points)
     E. Dates of Campaign (3 points)
 Today
   B. Positioning Statement
    Positioning Statement
 Positioning is defined as the way by which the
  marketers creates impression in the customers
  mind.
 Something (perception) that happens in the
  minds of the target market. It is the perception
  the market has of a particular company, product
  or service in relation to their perceptions of the
  competitors in the same category.
 Another Definition of
  Business Positioning
 Company positioning is how your
   customer sees your company. So
  where you sit in the market place,
 whether that might be positioned at
  the lower end, middle or high end.
This can apply to a business which is a
 manufacturer or a services industry.
             POSITIONING TOPICS
 Customers Can Perceive Businesses in a Variety
  of Areas in Comparison With Competition – Here
  are just a few
     Price
     Quality
     Customer Service
     Product/Service Mix
     Location
     Place
     Promotions
What Is Customer Perception?

 Kohl’s Department Store
 Wal-Mart
 Chuck E Cheese
 Crocs
 Starbucks
 Verizon
 Harley Davidson
 Mc Donalds
      Positioning Examples

 http://www.smallbusinessbranding.com/714/i
  s-your-positioning-statement-confusing-
  your-customers/
 http://www.effectivebusiness.info/business_p
  ositioning.htm
      Campaign Project
III.B. Positioning Statement
 In quotations “” your 3-5 sentence positioning
  statement
 Brief explanation of what image and
  perception you want the customers to have
  after the campaign is complete – what you
  are trying to accomplish (objectives) for the
  campaign)

				
DOCUMENT INFO