Chapter 17
Use Your Positioning Strategy to Craft Your Ad Message
In This Chapter
◆ Turning features into benefits
◆ Finding your creative concept
◆ Copy approaches for crafting successful ads
◆ How to test and improve your ads over time
“Where’s the beef?”
“I liked it so much, I bought the company.”
“When it absolutely, positively has to be there overnight.”
Do these phrases ring a bell? Can you name the companies who produced them? If so, you’re already a good student of advertising. It’s time to connect your advertising abilities to the marketing skills you’ve learned.
You know your product and its market. So what do you want to tell your prospective customers, and how do you want to “dress up” your message? There’s actually a pretty well-defined ...

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