Advertising Copy – “Positioning”

ASSIGNMENT – “Positioning”

• Choose one brand from the following list:

– Snapple

– Hefty

– Weight Watchers

– Jet Blue

– DeBeers (A Diamond is Forever)

PART 1: Write a 1-2 page explanation of your ad

• Look at their current advertising, and select one of their current ads – explain their positioning approach, referencing the 4 positions and the 8 positioning strategies discussed in class.

– Why did the brand take that approach? What are they trying to solve/achieve?

– Who is the ad talking to? Describe the target audience

– Where in the purchase funnel is the target

– What’s the appeal: rational vs emotional

PART 2: Re-position the brand and design an ad for that new position

• Create a marketplace problem for the brand that you use as rationale to reposition. (Eg, Apple is losing sales by trying to be a rebel brand, it now wants to be a business computer, so we are abandoning “the computer for the rest of us” and moving to “Think different” which is more inclusive and points to the consumer being smarter and more savvy for making this choice.)

• Provide all your recommended headlines, sub-headlines and body copy

• Show in block form how they are positioned on the page (if you can design it artistically, that’s great but not required)

• Show the proportions of them relative to each other

• What dominates the page, what do you want to draw the eye first

• Describe what accompanying visuals you would recommend

• Show in block form how they are positioned on the page (if you can design it artistically, that’s great but not required)

• Show the proportions of them relative to each other – What dominates the page, what do you want to draw the eye first

• Describe what accompanying visuals you would recommend