18Positioning a service: Mailgram
What’s the difference between the positioning of a product (like Milk Duds) and the positioning of a service (like Western Union’s Mailgram)?
Not much, especially from a strategic point of view. Most of the differences are in techniques.
Visual vs. verbal
In a product ad, the dominant element is usually the picture, the visual element. In a service ad, the dominant element is usually the words, the verbal element. (So if you saw an advertisement with a big picture of an automobile, you would assume the car was being advertised, not a car rental service.)
With a product like Milk Duds, the primary medium was television, a visually oriented vehicle.
With a service like Mailgram, the primary medium was radio, a ...