Environmental pollution
baebaeGD
comm4253_chap9_2020.pptxCrafting a Desired Positioning Statement
Chapter 9
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What is a Positioning Statement?
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Defined: Designing the organization’s actual and perceived offering in such a way that it lands on and occupies a distinctive place in the mind of the target audience
Format: We want (target audience) to see (target behavior):
As a clear set of actions
As easy to do despite perceived barriers
As a set of benefits
As better than the alternatives
In a new light
Behavior-Focused Positioning
Focus is on describing clearly the specific behavior.
Goal is to get people to retain and recall knowledge regarding how to carry out the behavior.
Particularly useful positioning strategy when dealing with a new behavior or a complex behavior.
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Barriers-Focused Positioning
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Highlights how easy and simple it is to perform the target behavior despite barriers.
Goal is to build feelings of self-efficacy within the target audience.
Some good campaign examples include:
Quit lines for smokers
Recycling programs for cell phones & electronics
Benefits-Focused Positioning
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Goal is to highlight the benefits for the target audience in doing the promoted behavior.
Emphasis of this type of positioning is on clearly communicating the incentives for taking up the targeted behavior.
Competition-Focused Positioning
Focus is on highlighting how the target behavior is superior to competing behaviors.
The goal is to create competitive superiority for your promoted behavior.
Benefit-to-benefit superiority
Benefit-to-cost superiority
Cost-to-benefit superiority
Cost-to-cost superiority
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Repositioning
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Focus is on changing the current positioning statement for your target behavior.
Due to 3 reasons:
New audiences
Image problem
Poor evaluation
Three changes should be made to reposition a campaign that suffers from an image problem.
More fun
More accessible
More normative
Positioning and Branding
Campaign positioning is related to the concept of branding in 3 ways.
Positioning help campaigns establish their brand identity
Positioning Help campaigns foster a specific brand image
Positioning helps campaign become a brand through using different visual elements.
Ethical Considerations of Positioning
It is vital campaigners try to be ethical when using positioning
Behavior focused
Benefits focused
Barriers focused
Competition focused
Repositioning
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Pretesting Research
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Process of testing campaign messages for its perceived effectiveness prior to implementation.
There are 5 key elements to be assessed as part of pretesting.
Attention
Message comprehension
Strong and weak points within the message
Personal relevance of the message
Identifying sensitive or controversial elements
