Definition of Advertising Objectives All advertisements should increase sales. Some may induce purchase action immediately (direct action advertising), while some may stimulate demand for a later period (indirect action advertising). The objective of advertising should be to make the consumer buy the company’s brand every time he faces a need for the product. Thus, every … Read more
Criteria for Successful Positioning Following are the characteristics that are used to determine the criteria for successful positioning. Clarity The positioning idea must be clear in terms of both target market and differential advantage. The target market should be clearly demarcated and identifiable in terms of demographic or geographic parameters, or a combination of both. … Read more
Positioning, Differentiation and Marketing Mix A company’s offer has to be distinct from those of its competitors and should fulfill the requirements of the customers of its target markets. A company’s positioning is the result of whatever the company does. Marketing mix is the most tangible and the most flexible tool to create the desired … Read more
Elements of Positioning Positioning is the perception or the image that customers have of the company and its products. A company has to select the target market in which it will offer its products. It will have to determine the differential value that it will provide to customers to make the product attractive to them, … Read more
