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POSITIONING: How Advertising Shapes Perception

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Catalogue Number:  200160
Producer:  Learning Seed
Subject:  Marketing
Language:  English
Grade Level:  9 - 12, Post Secondary
Country Of Origin:  U.S.
Copyright Year:  2004
Running Time:  21
Closed Captions:  Yes


DVD Price:  $125.95
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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, social approval, positioning against the competition, re-positioning, and using unique attributes.
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