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 ...

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