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14 Cards in this Set
- Front
- Back
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The easy way to get into the consumer's mind
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Be first
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Road to advertising disaster
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Trying to change the consumer's mind
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Basic Approach to Positioning
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To manipulate what’s already up there in the mind, to retie the connections that already exist.
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The best approach in a supersaturated society
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Oversimplified message
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How to maintain momentum?
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Think Long Term
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Where do you fill the hole
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In the mind, not the factory
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Advertising is not ______, it's a ______
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Advertising is not a debate, it's a seduction
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What words to avoid in naming process?
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Descriptive words
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Six Horses of working smarter
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1. Find a horse to ride
2. Your boss 3. Your friend 4. Idea 5. Faith 6. Yourself |
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If you can't be first
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Be the first to claim a unique position
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Top three brands in a category occupy what market share ratio?
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4:2:1
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Why are second place companies late?
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Chose to spend time improving their product before launch. Better to establish leadership.
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Possible Positions
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Age, Gender, High Price, Time of Day, Place of Distribution, Quantity
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When can line extensions work?
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Low volume product, Crowded market, Small ad budget, Commodity product, Distribution by sales reps
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