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

Springer Nature, (2015), 508-513
DOI: 10.1007/978-3-319-17383-2_103
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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.

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Vic, J. S. (2015). Integrated Advertising of Self Image Projective Products Using the Relative Positioning Model in Global Markets. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 508–513). Springer Nature. https://doi.org/10.1007/978-3-319-17383-2_103

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