Define what positioning is and state the importance of having a clearly worded positioning strategy statement.
Answer to relevant QuestionsWhat is the difference between head- on positioning and brand leadership positioning? Provide an example of each not mentioned in the chapter . Select a lifestyle advertising campaign that you think is particularly effective. Write a brief report or make a brief presentation on why you think it is effective. In the context of creative planning, what is meant by the “big idea”? Clip an ad that catches your attention from a magazine in your household. After assessing the ad, try to determine the advertising objective, the creative objective (key benefit statement), and the creative strategy (appeal ...Briefly describe the impact of reach, frequency, continuity, and engagement on strategic media planning.
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