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Essay / Research Paper Abstract
A 5 page book report on the ground-breaking 1981 marketing text. No additional sources are used.
Page Count:
5 pages (~225 words per page)
File: TG15_TGposit.rtf
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Unformatted sample text from the term paper:
"the Pepsi Generation." People have been conditioned to relate those concepts to specific products thanks the marketing minds of the Madison Avenue advertising elite. It is this creative
process, what it is and how it works that is the basis for the landmark 1981 text, Positioning: The Battle for Your Mind, which forever changed the face of advertising.
The authors, Al Ries and Jack Trout, were advertising insiders who sought to share their insights with the rest of the world, and the result is a text that
has since gained legendary status and has become required reading for most undergraduate marketing courses. It consists of twenty-two chapters that briskly cover all aspects of strategy, from the
advertising leaders, to the competition, to name significance, to extending a product line, to considering specific countries and companies. Prior to the books
publication, strategy consisted of the four Ps - the product itself, its price, its place (where it will be marketed to target a certain audience) and how it will be
promoted. But Ries and Trout pointed out that there was one very important concept missing from this tried-and-true formula, something they termed "positioning." The key to understanding this
book and applying it to the world of advertising is to know what the authors mean by positioning. According to the text, marketing is both an internal and external
process in that when people see external images, they formulate internal perceptions. Simply put, successful advertising is not merely intended to arouse the senses, but is also designed to
appeal to the mind. As the book conveys, the purpose of communication is to establish a connection that is easily triggered through a combination of words and imagery.
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