AboutSean Trapani Expertise I am a professor of advertising at the nation's largest art and design school. I teach general advertising courses, copywriting and brand theory.
Experience I have 15+ years ad agency experience as a copywriter and creative director. My experience covers general agency work, such as consumer print and broadcast, as well as specialized communications such as directory advertising, recruitment advertising and employee communications. My work has received dozens of awards, including ADDYs, Silver Microphones, Tellys and others.
Question what do you mean by adverting positioning?
Answer Joana,
"Positioning" was a term created by Al Reis and Jack Trout, who were brand managers for GE back in the 70s. It is meant to describe how a person categorizes an object in their brain.
For example, chewing gum could be positioned in two different categories in the brain:
gum = things that help me have fun (kids like to blow bubbles)
gum = things that help me care for my teeth (a message to adults)
As you can see, the identical item can be used for different purposes - thus, our brains can put its function in different "positions" in our mind.
Companies use positioning to differentiate their brands from other brands - even when their products are very similar.
I recommend a quick, interesting read: "The New Positioning" by Reis and Trout for more in-depth insights.
