Expert: Peter Gabany - 6/15/2006

Question
my question is that,
 what does role advertising play in positioning of a product for any organization?

Answer
I will attempt to answer this briefly. Advertising, while it can play a large role in influencing position, I would have to say that PR is the key to positioning. Here's the logic.

If the iPod arrived in the media without anyone knowing what it did, how it integrated with music download sites, how it worked seemlessly with the Mac computers, how it was small, then smaller, how it could hold your photo library and video, do you think Apple would have enjoyed such a quick market penetration?

The question simplified would be if people do not know or understand what it is that you are trying to advertise, how can you expect people to understand and embrace the advertising?

PR builds brands, advertising supports the brand building strategy.

I hope and trust this helps.

Pete