Positioning : how advertising shapes perceptions.
"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 not...
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| Corporate Authors: | , |
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| Format: | DVD/Blu-Ray |
| Language: | English |
| Published: |
Lake Zurich, Ill. : Eight Mile Plains, Qld. :
Learning Seed ; Marcom Projects [distributor],
c2004.
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| Subjects: | |
| Online Access: | Click here to access notes online |
| 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, positioning against the competition, re-positioning, and using unique attributes."--Container. |
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| Item Description: | Catalogued from container. |
| Physical Description: | 1 videodisc (21 min.) : sound, colour ; 12 cm + notes [14] p. Notes also available online. |
| Format: | DVD ; colour recording system: PAL ; region 4. |