Advertising positioning strategy in the competition between Coca-Cola and Pepsi Cola during 1960s in the USA. To what extent is this important to current marketing strategy?

Given Name: LANGQIONG Family Name: ZHANG Tutor: Matthew Group 22

Index Page

ntroduction Introduction ntroduction............................................................................................. 3 Section 1: Advertising positioning strategy in competition between Coca-Cola and Pepsi Cola in 1960s in the USA................................ 3 Section 2: Functions of advertising positioning strategy in current market........................................................................................................ 5 2.1 Importance of advertising positioning strategy.......................5 2.2 Evaluation..................................................................................... 6 Conclusion Conclusion...............................................................................................6 List of References.................................................................................... 7

Introduction:
On account of dramastic development in economy, only the advertisements which exactly meet the demands of consumers can stimulate their interests, in other words, advertisements may contribute to increase in sales. Furthermore, by building up an unique association with a brand in consumers’ mind via analyzing tis own product as well as competitors’ product and demands o consumers, advertising positioning strategy is the basis of achieving the goal of distinguishing its products from other competing products (Vasiliauskaite, 2004). There are many varied factors that have influence on comparative advertising effectiveness (Ash and Wee, 1983). However, advertising positioning strategy has attracted little attention in spite of its key role in many