This week's Discussion focuses on how advertising campaign and positioning decisions are based upon the elements in the Advertising Spiral (described on pages 100-108 of your textbook). Positioning is another term for fitting the product into the lifestyle of the buyer. The Advertising Spiral is an expanded version of the advertising stages; advertising stages are the product life cycle as specifically related to advertising.
Directions
- Choose two different advertisements for two different products.
- Briefly describe each advertisement, each product and each brand.
- Choose and describe one target market segment for each of the two products.
- Describe how each of the two chosen advertisements represent the positioning strategy for each product.
- Identify where each of the two products sits within the Advertising Spiral and explain why you made your decision.
- Support your decision by including a quote from your textbook (use APA formatted in-text citation and list the reference at the end of the response).
- Provide your assessment if the positioning strategy is consistent with the products' placement within the Advertising Spiral.
- Assess whether either of these product marketing strategies fit into the category of niche marketing and explain why or why not.
- Proofread your response, run spell check and grammar check, and proofread again. Post your polished response in the Unit 2 Discussion forum.