January 2001
Beginner
213 pages
4h 8m
English
Content preview from Positioning: The Battle for Your MindBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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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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