Integrated Advertising of Self Image Projective Products Using the Relative Positioning Model in Global Markets

  • J. S. (Vic)
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)

Abstract

A relative positioning model was developed for self image projective products within the context of global advertising. Integrated advertising with a combination of an image appeal and a direct response statement can create significant synergies. Using the relative positioning model, the advertiser/marketer can plan the appropiate integrated advertising strategy.

Keywords

Consumer Research Harvard Business Review Brand Image Projective Product Advertising Strategy 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
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Copyright information

© Academy of Marketing Science 2015

Authors and Affiliations

  • J. S. (Vic)
    • 1
  1. 1.Johar California State UniversityMontrealCanada

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