Positioning Strategies
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Writing Advertising Objectives: 

The Four Basic Criteria

  • Relevant to higher-level objectives.
  • Challenging, but attainable.
  • Make them measurable.
  • Time specific.

Differences Between Advertising and Marketing Objectives


Communication goals involve ...

  • Awareness
  • Comprehension
  • Brand insistence or loyalty
  • Feelings
  • Attitudes toward the product

General Advertising Objectives

  • To prompt direct action
  • To encourage information search
  • To relate product to needs
  • To encourage recall of past satisfactions.
  • To modify attitudes
  • To reinforce attitudes


  • A strategy is- a statement of how objectives will be achieved.
  • An advertising strategy describes what the ad is going to say and how it is going to say it.
  • Identifies target markets, the position of the product in the market and the marketing mix.
  • Positioning determines the way in which a customer perceives your product in relation to other products.

Positioning Options

  • By product differences
  • By product attributes or benefits
  • By price/quality
  • By product users
  • By product usage or application
  • Against a particular competitor
  • Against an entire product category
  • By association
  • By problem

No part of this site may be reproduced or used as original work,  without permission in writing from the author.

Copyright © 2000
Published by: Cynthia M. Frisby, Ph. D
University of Missouri-Columbia
Missouri School of Journalism
Department of Advertising
76F Gannett Hall
Columbia, MO  65211