Contact us
 |
[email protected] |
 |
3275638434 |
 |
 |
| Paper Publishing WeChat |
Useful Links
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
Promotions and Comparative Advertising—Key Elements in Positioning Fast Moving Consumer Goods
Author(s)
Ghassan Shakhshir
Full-Text PDF
XML 342 Views
DOI:10.17265/1537-1514/2017.01.002
Affiliation(s)
Academy of Economic Studies Bucharest, Bucharest, Romania
ABSTRACT
The
development of communication and globalization has put a great pressure on
companies in clearly expressing their product brands positioning, whether it is
due to the considerable evolution of interpersonal communication and social
media, or due to the variety and promotions of other brands in the market. This
article is a literature review on the influence of comparative advertising and
price promotions on brand positioning so that marketers position their brand in
the consumers’ mind in line with the company’s perspective. They must take into
account how the brand is situated next to the most notorious brand in the
market and the current share of the brand in the market, and how price
promotions will affect the medium and long-term positioning of the product
brand. Results will show that indirect, comparative advertising is the most
recommended option in achieving most effective positioning results, while
promotions should have a limited duration and be less connected to the price of
more added value.
KEYWORDS
advertising, comparative advertising, promotion, brand positioning, communication
Cite this paper
References