In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds

of their target market for its product, brand, or organization. Product positioning is a marketing strategy that aims to make a brand occupy a distinct 'position,' relative to the competing brands, in the mind of the customer.Firms apply this strategy either by emphasizing the distinguishing features of their brand (what it is, what it does and how, etc.) or try to create a suitable image (inexpensive or premium, utilitarian or luxurious, entry-level or high-end, etc.) through advertising. Once a brand is positioned, it is very difficult to reposition it without destroying its credibility. "Product positioning" is a marketing technique intended to present products in the best possible light to different target audiences. The method is related to "market segmentation" in that an early step in major marketing campaigns is to discover the core market most likely to buy a productor the bulk of the product. Product positioning refers to consumers' perceptions of a product's attributes, uses, quality, and advantages and disadvantages relative to competing brands. Marketers often conduct marketing research studies to analyze consumer preferences and to construct product position maps that plot their products' positions in relation to those of competitors' offerings." SLOGAN: A catch phrase or small group of words that are combined in a special way to identify a product or company Slogans can be inexpensive, or they can be very costly. Many large companies spend millions of dollars with ad agencies and image consultants to come up with new slogans. Communicating the new slogans can be expensive too; Ford has budgeted $40 million for the corporate advertising campaign that will roll out its new slogan, "Better ideas. Driven by you." But printing slogans on posters, atop memo pads and in other visible places will work well and inexpensively for smaller companies.

JINGLE: A short song, usually mentioning a brand or product benefit, used in a commercial. A jingle is a short tune used in advertising and for other commercial uses. The jingle contains one or more hooks and lyrics that explicitly promote the product being advertised, usually through the use of one or more advertising slogans. Ad buyers use jingles in radio andtelevision commercials; they can also be used in non-advertising contexts to establish or maintain a brand image. Jingles are a form of sound branding. GROSS AUDIENCE: Total number of individuals (or households) in a listening, viewing, or reading audience without regard to duplication of audience members. For example, in television, a person is counted twice if that person appears in the audience of two of the programs in the broadcast schedule being counted. When gross audience is expressed in terms of percentage, it is often referred to as homes per rating point or gross rating

points; when expressed in terms of numbers of individuals (or households), it is referred to as gross impression. The audiences of all vehicles or media in a campaign, combined. Some or much of the gross audience may actually represent duplicated audience. BILL BOARD: 1. A panel for the display of advertisements in public places, such as alongside highways or on the sides of buildings. 2. The advertisement or message posted on such a panel. 3. An introductory list of highlights from the program or text that follows, as in a broadcast or magazine. Billboards take two forms. The most common definition of a billboard is an outdoor sign or poster you usually see on freeways, highways and streets. A billboard is also an announcement of a sponsor or sponsors at the beginning, middle or end of a radio or television broadcast.Also Known As: A billboard that is an outdoor sign or poster is also known as outdoor advertising.

Radio drama (or Audiodrama, audio play, radio play,[1] radio theater) is a dramatized, purely acoustic performance, broadcast on radio or published on audio media, such as tape or CD. With no visual component, radio drama depends on dialogue, music and sound effects to help the listener imagine the characters and story. It is auditory in the physical dimension but equally powerful as a visual force in the psychological dimension. A tabloid is a newspaper with compact page size smaller than broadsheet, although there is no standard for the precise dimensions of the tabloid newspaper format. In the United States, it is commonly the format employed by alternative newspapers. As the term tabloid has now become synonymous with illegality, some small-format papers which claim a higher standard of journalism refer to themselves as compact newspapers instead.The tabloid newspaper format is particularly popular in the United Kingdom, where its page dimensions are roughly 430 280 mm (16.9 in 11.0 in).Larger newspapers, traditionally associated with higher-quality journalism, are often called broadsheets, and this designation often remains in common usage even if the newspaper moves to printing on smaller pages, as many have in recent years. Thus the terms tabloid andbroadsheet are, in non-technical usage, today more descriptive of a newspaper's market position than its physical size.

Circulation: Of a print publication, the average number of copies distributed. For outdoor advertising this refers to the total number of people who have an opportunity to observe a billboard or poster.Also Known As: Broadcast

A corporate image refers to how a corporation is perceived. It is a generally accepted image of what a company stands for. Marketingexperts who use public relations and other forms of promotion to suggest a mental picture to the public. Typically, a corporate image is designed to be appealing to the public, so that the company can spark an interest among consumers, create share of mind, generate brand equity, and thus facilitate product sales.A corporation's image is not solely created by the company. Other contributors to a company's image could include news media, journalists,labor unions, environmental organisations, and other NGOs.Corporations are not the only form of organization that create these types of images. Governments, charitable organizations, criminal organizations, religious organizations, political organizations, and educational organizations all tend to have a unique image, an image that is partially deliberate and partially accidental, partially self-created and partially exogenous. A corporate image is the perception that the general public holds about a particular business. Many companies invest a great deal of time and other resources in an effort to influence the opinion that consumers hold about the products offered by the business, as well as the business itself. This process of cultivating positive public relations extends to not only interaction with consumers, but also ongoing interaction with the media, labor unions, industrial associations, and other entities that have a direct and indirect impact on public opinion. Corporate image is the best way of perceiving and corporations image.One of the most basic ways of shaping a corporate image is establishing and maintaining positive relationships with the general public. This effort usually begins by offering products that successfully meet the needs of customers, thus generating goodwill. As consumers come to know and trust the product lines offered by the business, they begin to share their opinions with others. This positive word of mouth helps to introduce other consumers to the products offered by the business, and makes it easier to establish a favorable perception in the minds of more people.

In Corporate Communications, a corporate identity is the "persona" of a corporation which is designed to accord with and facilitate the attainment of business objectives. It is usually visibly manifested by way of branding and the use of trademarks.[1]Corporate identity comes into being when there is a common ownership of an organizational philosophy that is manifest in a distinct corporate culture the corporate personality. At its most profound, the public feel that they have ownership of the philosophy.[2] Often referred to as organizational identity, corporate

identity helps organizations to answer questions like who are we? and where are we going? Corporate identity also allows consumers to denote their sense of belonging with particular human aggregates or groups.[3]In general, this amounts to a corporate title, logo (logotype and/or logogram), and supporting devices commonly assembled within a set of guidelines. These guidelines govern how the identity is applied and confirm approved colour palettes, typefaces, page layouts and other such methods of maintaining visual continuity and brand recognition across all physical manifestations of the brand. These guidelines are usually formulated into a package of tools called corporate identity manuals.Many companies, such as McDonald's and Electronic Arts, have their own identity that runs through all of their products and merchandise. The trademark "M" logo and the yellow and red appears consistently throughout the McDonald's packaging and advertisements. Many companies pay large amounts of money for the research, design and execution involved in creating an identity that is extremely distinguishable and appealing to the company's target audience. Corporate identity is not just a logo or a name of a company. Though these are the most visible of its components. Corporate identity is what makes a company special and unique. It expresses the company's approach to business, its values and business culture. It is reflected in everything from the quality of the products and/or services, marketing strategies, communication media, and working environment. Corporate identity should tie all the different elements of the business together in a unifying way. Corporate identity enables the company to build recognition and loyalty among clients, to communicate its values and special approach to business in a memorable way, to establish a benchmark of set of goals, against which the performance can be judged, and to give employees a sense of belonging to a team. Corporate identity is especially important for a new company. A well-developed corporate identity is an investment in the company's future. It helps to lend credibility and professionalism to the enterprise, at a time when it is trying to become known in the market. Successful companies invest a lot of time and energy into managing how they are seen by the world. They do not leave anything to chance when it comes to their corporate identity. Corporate identity is also the detailed way a company is intended to be run, serving as a guide to employees as the company grows. Developing an effective corporate identity does not necessarily mean investing large amounts of money - but it takes time and careful consideration. Components of corporate identity: 9 components of small business identity: 1. Values. Do you stand for stability, like Prudential insurance? Innovation, like 3M? Educational

curiosity, like the Discovery Channel? Social consciousness, like Ben & Jerrys Ice Cream? 2. Personality. From the companys personality can flow ad campaigns, kinds of special events to sponsor, company colors and typefaces, corporate gift selection, even the talent chosen to record company voice mail messages. 3. Behavior. Your companys image includes not only how you promote yourselves but also how you act toward customers and the public. Things like how you answer the phone, how you greet shoppers, how cheerfully you correct mistakes or accept returns, how aggressively you negotiate contracts all become bound up in one composite image. 4. Price. How much you cost in comparison to competitors often becomes part of your image. If youre tempted to keep price out of the equation until someone expresses a desire to buy, think twice. 5. Range. Customers should understand the spectrum of products and services that you sell. 6. Geographical roots. Where did your company come from? If youre a locally owned family business competing with multinational giants, make sure people know that. If youre selling nationally but rooted in a picturesque corner of the country, make hay out of that. 7. Longevity. Moody and Regan, a printing company in Waltham, Massachusetts, wisely and impressively uses as its tag line, Established 1898. Whenever youve been around much longer than competitors, you can profitably incorporate that into your image. 8. Slogan. Which brand tastes good like a cigarette should? Which car is the ultimate driving machine? Even local or specialized companies can achieve this kind of awareness with their clientele. 9. Benefits. What do buyers get when they purchase from you? Most companies provide intangible, emotional benefits as well as tangible, practical ones (Burger King: inexpensive, satisfying meal; Boston Pops: a fun night out; Kodak: photos with true-to-life colors).

Adv/propaganda advertisement is an attempt to get you to purchase a product. Propaganda is an attempt to change your personal beliefs or values. Therefore an advertisement is in relationship to a particular product, propaganda is in relationship to ideology. advertising - letting the public know about the product/service in an attractive manner.(basically to promote the item for sale) propaganda : its some information/study which is put up in order to influence the audience. Marketing and advertising are closely related business concepts, while propaganda is a more general communication term referring to falsehoods, untruths or exaggerated messages that individuals or groups convey in support of a given purpose or cause. In essence, propaganda is a broad umbrella of persuasive communication, and marketing and advertising are specific business applications. Truth-in-advertising and consumerprotection regulations try to deter businesses from including deceptive or misleading statements common to propaganda. Advertising Basics As noted, advertising is more specific than marketing. A company's advertising plan is typically included within its marketing plan. Advertising is a paid message delivered through a mass medium that attempts to persuade the target market to learn about a brand, like it or go out and purchase it. It is the paid-for element of ad messages that separates them from public relations, which does not involve the purchase of media space and time. Propaganda Basics Propaganda is communication that promotes a particular idea or way of thinking. Its message can include facts or deception; in either case, its intent is to persuade the audience to buy in to the message-sender's point of view. As it relates to business, propaganda is more subtle. A company may participate in the delivery of a message that supports its purpose, but that does not directly reveal the business' involvement. Propaganda is the use of information that only supports one idea or cause. Advertising is way to get a product noticed usually with something that a lot of people will see and hopefully will be interested in. Propaganda is a way of advertising usually to change a persons opinion and can sometimes not be totally true. Marketing is the process of creating, distributing, promoting, and pricing of goods or services. The main difference propaganda has over marketing and advertising is that its mainly opinion based and can use false statements to change peoples minds

Newspapers Newspapers are one of the traditional mediums used by businesses, both big and small alike, to advertise their businesses. Advantages Allows you to reach a huge number of people in a given geographic area You have the flexibility in deciding the ad size and placement within the newspaper Your ad can be as large as necessary to communicate as much of a story as you care to tell Exposure to your ad is not limited; readers can go back to your message again and again if so desired. Free help in creating and producing ad copy is usually available Quick turn-around helps your ad reflect the changing market conditions. The ad you decide to run today can be in your customers' hands in one to two days. Disadvantages Ad space can be expensive Your ad has to compete against the clutter of other advertisers, including the giants ads run by supermarkets and department stores as well as the ads of your competitors Poor photo reproduction limits creativity Newspapers are a price-oriented medium; most ads are for sales Expect your ad to have a short shelf life, as newspapers are usually read once and then discarded. You may be paying to send your message to a lot of people who will probably never be in the market to buy from you. Newspapers are a highly visible medium, so your competitors can quickly react to your prices With the increasing popularity of the Internet, newspapers face declining readership and market penetration. A growing number of readers now skip the print version of the newspaper (and hence the print ads) and instead read the online version of the publication.

Magazines Magazines are a more focused, albeit more expensive, alternative to newspaper advertising. This medium allows you to reach highly targeted audiences. Advantages Allows for better targeting of audience, as you can choose magazine publications that cater to your specific audience or whose editorial content specializes in topics of interest to your audience. High reader involvement means that more attention will be paid to your advertisement Better quality paper permits better color reproduction and full-color ads The smaller page (generally 8 by 11 inches) permits even small ads to stand out Disadvantages Long lead times mean that you have to make plans weeks or months in advance The slower lead time heightens the risk of your ad getting overtaken by events There is limited flexibility in terms of ad placement and format. Space and ad layout costs are higher Radio Advantages Radio is a universal medium enjoyed by people at one time or another during the day, at home, at work, and even in the car. The vast array of radio program formats offers to efficiently target your advertising dollars to narrowly defined segments of consumers most likely to respond to your offer. Gives your business personality through the creation of campaigns using sounds and voices Free creative help is often available Rates can generally be negotiated During the past ten years, radio rates have seen less inflation than those for other media Disadvantages

Because radio listeners are spread over many stations, you may have to advertise simultaneously on several stations to reach your target audience Listeners cannot go back to your ads to go over important points Ads are an interruption in the entertainment. Because of this, a radio ad may require multiple exposure to break through the listener's "tune-out" factor and ensure message retention Radio is a background medium. Most listeners are doing something else while listening, which means that your ad has to work hard to get their attention Television Advantages Television permits you to reach large numbers of people on a national or regional level in a short period of time Independent stations and cable offer new opportunities to pinpoint local audiences Television being an image-building and visual medium, it offers the ability to convey your message with sight, sound and motion Disadvantages Message is temporary, and may require multiple exposure for the ad to rise above the clutter Ads on network affiliates are concentrated in local news broadcasts and station breaks Preferred ad times are often sold out far in advance Limited length of exposure, as most ads are only thirty seconds long or less, which limits the amount of information you can communicate Relatively expensive in terms of creative, production and airtime costs Direct Mail Direct mail, often called direct marketing or direct response marketing, is a marketing technique in which the seller sends marketing messages directly to the buyer. Direct mail include catalogs or other product literature with ordering opportunities; sales letters; and sales letters with brochures. Advantages

Your advertising message is targeted to those most likely to buy your product or service. Marketing message can be personalized, thus helping increase positive response. Your message can be as long as is necessary to fully tell your story. Effectiveness of response to the campaign can be easily measured. You have total control over the presentation of your advertising message. Your ad campaign is hidden from your competitors until it's too late for them to react Active involvement - the act of opening the mail and reading it -- can be elicited from the target market. Disadvantages Some people do not like receiving offers in their mail, and throw them immediately without even opening the mail. Resources need to be allocated in the maintenance of lists, as the success of this kind of promotional campaign depends on the quality of your mailing list. Long lead times are required for creative printing and mailing Producing direct mail materials entail the expense of using various professionals copywriter, artists, photographers, printers, etc. Can be expensive, depending on your target market, quality of your list and size of the campaign. Telemarketing Telephone sales, or telemarketing, is an effective system for introducing a company to a prospect and setting up appointments. Advantages Provides a venue where you can easily interact with the prospect, answering any questions or concerns they may have about your product or service. It's easy to prospect and find the right person to talk to. It's cost-effective compared to direct sales. Results are highly measurable.

You can get a lot of information across if your script is properly structured. If outsourcing, set-up cost is minimal Increased efficiency since you can reach many more prospects by phone than you can with in-person sales calls. Great tool to improve relationship and maintain contact with existing customers, as well as to introduce new products to them Makes it easy to expand sales territory as the phone allows you to call local, national and even global prospects. Disadvantages An increasing number of people have become averse to telemarketing. More people are using technology to screen out unwanted callers, particularly telemarketers Government is implementing tougher measures to curb unscrupulous telemarketers Lots of businesses use telemarketing. If hiring an outside firm to do telemarketing, there is lesser control in the process given that the people doing the calls are not your employees May need to hire a professional to prepare a well-crafted and effective script It can be extremely expensive, particularly if the telemarketing is outsourced to an outside firm It is most appropriate for high-ticket retail items or professional services. Bases of corporate image Products and/or services attributes and benefits for consumers Quality Innovativeness People and relations Company orientation toward consumers/stakeholders Values and programs

Ecological responsibility Social responsibility Corporate credibility Expertise Trust General public approval Various direct mktn medias: Direct marketing is a channel-agnostic form of advertising that allows businesses and nonprofits to communicate straight to the customer, with advertising techniques such as mobile messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, and outdoor advertising. Direct marketing messages emphasize a focus on the customer, data, and accountability. Characteristics that distinguish direct marketing are: Marketing messages are addressed directly to customers. Direct marketing relies on being able to address the members of a target market. Addressability comes in a variety of forms including email addresses, mobile phone numbers, Web browser cookies, fax numbers and United States and international postal addresses. Direct marketing seeks to drive a specific "call to action." For example, an advertisement may ask the prospect to call a free phone number or click on a link to a website. Direct marketing emphasizes trackable, measurable responses from customers regardless of medium. Web design is the process of planning and creating a website. Text, images, digital media and interactive elements are used by web designers to produce the page seen on the web browser.[1] Web designers utilize markup language, most notably HTML for structure andCSS for presentation as well as JavaScript to add interactivity to develop pages that can be read by web browsers. As a whole, the process of web design can include conceptualization, planning, producing, post-production, research, advertising. The site itself can be divided up into pages. Web Design is the art and process of creating a single Web page or entire Web sites and may involve both the aesthetics and the mechanics of a Web site's operation although primarily it focuses on the look and feel of the Web site - the design elements.

Characteristics: It is easy to make a dorky web page. It's also easy to make a very nice, clean, professional-looking web page even if you don't have much design experience. Often the difference, even for beginning designers, is simply a matter of eliminating certain features that are guaranteed to make a page look amateurish. Go through the list of things that people--designers and non-designers--from around the country have cited as the things that make the difference between a well-designed and a poorly designed web page. Text Background does not interrupt the text Text is big enough to read, but not too big The hierarchy of information is perfectly clear Columns of text are narrower than in a book to make reading easier on the screen

Navigation Navigation buttons and bars are easy to understand and use Navigation is consistent throughout web site Navigation buttons and bars provide the visitor with a clue as to where they are, what page of the site they are currently on Frames, if used, are not obtrusive A large site has an index or site map

Links Link colors coordinate with page colors Links are underlined so they are instantly clear to the visitor

Graphics Buttons are not big and dorky Every graphic has an alt label Every graphic link has a matching text link Graphics and backgrounds use browser-safe colors Animated graphics turn off by themselves

General Design Pages download quickly First page and home page fit into 800 x 600 pixel space All of the other pages have the immediate visual impact within 800 x 600 pixels Good use of graphic elements (photos, subheads, pull quotes) to break up large areas of text Every web page in the site looks like it belongs to the same site; there are repetitive elements that carry throughout the pages

TECHNIQUES OF WEB DESIGNING 1. Interface elements on demand Simplicity is important in user interface design. The more controls you display on the screen at any time, the more time your users will have to spend figuring out how to use your interface. When there is less choice, the available functions become more apparent and are easier to scan. Simplifying an interface isnt easy though, especially if you dont want to limit the apps functionality. 2. Specialized controls Its important to select the right interface controls for the situation. Different situations can be handled in different ways, and certain controls are better at their intended task than others. 3. Disable pressed buttons

One of the problems Web applications encounters with forms is the submission process. With very simple forms, if you click the Submit button twice or more very quickly, the form will be submitted two or more times. This is obviously problematic because it will create duplicates of the same item. Preventing duplicate submissions isnt very hard, and it is essential to do this for most Web apps. 4. Shadows around modal windows Drop shadows around pop-up menus and windows arent just eye candy. They help the menu or window stand out from the background by reinforcing its dimensions. They also block out the noise of the content beneath the window by darkening the area around it with a shadow. This technique hat its roots in traditional desktop applications and helps the user to focus his/her attention on the appearing window. Since most modal windows arent as easy to distinguish from the main content as in desktop applications, shadows help them to appear closer to readers, because the window appears to be three-dimensional and lay above the rest of the page. 5. Empty states that tell you what to do When youre designing a Web application, its important not only to test it with sample data, but to ensure that it looks good and is helpful when there is nothing there yet. You should design the empty states. When there is no information for a page or query yet, a helpful message telling the user how to start could go in that empty space. For example, a project management applications home page may list the users projects, but if there are no projects yet, you could provide a link to the project creation page. Even if there is already a button to do that on the page, an extra bit of help doesnt hurt. This technique encourages users to actually try out the service and proceed directly with using the service after registration. Guiding the user through single steps of the application may help him or her to understand what advantages the application offers and if its useful or not. It is also important to present most important options to the users and only them it doesnt make sense to overflood them with numerous options. Keep in mind that users usually want to get a more or less concrete idea of what is offered to them, but they dont want to jump into details they have neither time nor interest in it. 6. Pressed button states Many Web applications have custom-styled buttons. These are anchors or input buttons that have custom images assigned as their backgrounds. The default input buttons may

not be suitable in some cases, and the text links are sometimes too subtle. The challenge is, when you make your links look like buttons, they should act like buttons and this includes having a pressed look when the user clicks on them. This isnt a purely visual tweak. Giving instant feedback to the user will make the application feel moreresponsive and bring the experience closer to what the user experiences on desktop applications. 7. Link to the sign-up page from the log-in page Some people who havent yet signed up to your application will inevitably end up on the log-in page. They likely want to try out your application but cant find the registration page in a hurry. Perhaps theyve tried accessing a feature thats only available to registered users. 8. Context-sensitive navigation Its important to think about what the user expects to see and what they need in every given context. You dont need to display the same navigation controls everywhere because users simply may not need them in every situation. One of the best examples of context-sensitive controls is the recent change in the Microsoft Office 2007 interface, in which the default set of toolbars was replaced by ribbon controls. Each tab on the ribbon holds different controls relating to a particular activity, be it editing graphs, proofreading or simply writing. Web applications can also benefit from such context-sensitive controls because these controls help unclutter interfaces by showing only what the user needs, not everything thats available. 10. Embedded video While pictures and text are a great way to communicate and teach your users about your apps features, video can be an even better alternative if you have the resources to produce it. Video has been gaining popularity on the Web in recent years. For Web apps, videos are generally used on the marketing website as a kind of screencast to show off a products features; however, this isnt the only way to use video. Geographic Allocation Decisions In addition to allocating advertising by media category, media planners must allocate advertising by geography. In general, a company that sells nationally can take one of three approaches to geographic spending allocation: a national approach (advertise in all markets), a spot approach(advertise only in selected markets), or a combined national plus spot approach (advertise in all markets with additional spending in selected markets).

Media planners will choose a national approach if sales are relatively uniform across the country, such as for Tide laundry detergent or Toyota automobiles. A national approach will reach a national customer base with a national advertising program. For many other products, however, a company's customers are concentrated in a limited subset of geographic areas, which makes a spot approach more efficient. For example, the sales of leisure boats are much higher in markets such as Florida, California and Michigan due to the large water areas in these markets. A spot approach will target these states. For example, a leisure boat manufacturer such as Sea Ray might use a spot approach to target Florida, California and Michigan while not advertising in other states like Iowa or Nebraska. Media planners perform geographic analyses by assessing the geographic concentration of sales in two ways. The first method is called the Brand Development Index (BDI) of a geographic region. BDI measures the concentration of sales of a company's brand in that region. The second method is called the Category Development Index (CDI) and measures the concentration of sales of the product category (across all brands) in that region. Media planners use BDI to measure a brand's performance in a given market in comparison with its average performance in all markets where the brand is sold. Mathematically, BDI is a ratio of a brand's sales in a given geographic market divided by the average of its sales in all markets. Copywriting is the use of words and ideas to promote a person, business, opinion or idea. Although the word copy may be applied to any content intended for printing (as in the body of a newspaper article or book), the term copywriter is generally limited to promotional situations, regardless of the medium (as in advertisements for print, television, radio or other media). The word copywriting is regularly used as a noun orgerund. The purpose of marketing copy, or promotional text, is to persuade the reader, listener or viewer to actfor example, to buy a product or subscribe to a certain viewpoint. Copywriters (as writers of copy are called) are used to help create direct mail pieces, taglines, jingle lyrics, web page content (although if the purpose is not ultimately promotional, its author might prefer to be called a content writer), online ads, e-mail and other Internet content,television or radio commercial scripts, press releases, white papers, catalogs, billboards, brochures, postcards, sales letters, and othermarketing communications media. It can also appear in social media content including blog posts, tweets, and social-networking site posts.