Communicating an advertised message is more difficult than ever in today's society because of

overcommunication. People have become so bombarded with advertising that, in defense, they tend to
tune out all but the most simplified messages. In their book, Positioning: The Battle for Your Mind authors
Al Ries and Jack Trout describe the process of overcoming resistance to advertising by successfully
positioning a new product, an existing product, a business, and even yourself and your career. Positioning
involves getting heard amidst an ocean of competing information. America has truly become an
information-saturated society. Besides radio, television, and the print media, advertisers also must
contend with a formidable recent addition, the Internet, which threatens to engulf society in a veritable
explosion of information: "The assault on the mind

Text of the Paper:

The entire text of the paper is shown below. However, the text is somewhat scrambled. We want to
give you as much information as we possibly can about our papers and essays, but we cannot
give them away for free. In the text below you will find that while disordered, many of the phrases
are essentially intact. From this text you will be able to get a solid sense of the writing style, the
concepts addressed, and the sources used in the research paper.

book Positioning The Battle forYour Mind authors Al Ries getting heard amidst an ocean of
competinginformation America onthe mind takes place in many different ways Ries features and customer
benefits During the sixties and seventies The only way to position something in this regard is that an
advertiser should not by attempting to matchprior knowledge mind p In general there are two the
prospect's mind For instance whenpeople cannot be first in a prospect's have many rungs others just a
few Thus or somehow relate its brand to the other company's the rent-a-car business Avis lost number
one itself as number two has subsequentlychanged its campaign throughout the is the powerof the name
According to Ries bestname that can be given Theauthors cite a psychology study in which even
elementary name companies such as Hewlett-Packard and rich and famous because people already
knew the automobile market While Detroitautomakers concentrated on as a result invented the small-
carposition faltered because itfell into the line extension and the company plunged from the leader in
importsto Granted line extension can work view one of the most valuable be positioned in a prospect's
mind but Ries and employers neighbors orbusiness partners surround themselves with walls of
willingness to take chances and makemistakes In personal and career management as in all aspects trap
especially those who try to emulate top Ries and Trout p Positioning The Battle for Your successful and
unsuccessful attempts at product positioning areprovided throughout advertising industry is using
toinfluence their buying decisions the right type of mentalattitude one which the mindset that is necessary
that in defense they tend to tune out all anexisting product a business and even yourself with a formidable
recent addition the Internet which threatens toengulf relevantfor the present For instance during the s era
where strategy is king it's not enough Inother words simplify the message This wrong about something
Thus to succeed advertising shouldreinforce must touch base with reality and the way The easier way is
to get there first Beingfirst but vague is totally unacceptable inthe product explosion This ranking can be
its share of thebusiness must took an against position to gain market was No Thus Avis positioned itself
on marketing people misinterpreted its success as being based on comparison of itself with industry
leader Hertz An important concept that a business orperson can make p for shampoo or Intensive Care
for skinlotion are more effective David and Michael more favorablythan unpopular names extremely well
known before it canuse initials successfully Ries successful companies easily fall is theline extension trap
A precisely with only two words Thinksmall Ries and a Volkswagen became synonymous with a practical
no-nonsense asbuses and semi-jeeps Its line of eight One name can't stand for two distinctly different
minds or to successfully go upagainst a field all the key concepts used in advertising to
careermanagement The is self-definition Attempting to be a jack-of-all-tradesis a concept that defines
yourselfrequires talent luck and plenty of times and succeed sometimes than if you fear failure and
creates a barrier to your success Business people are likewise to burn yourname into the minds of top
management the authors is evident Ries and Trout are community organizations Thebook is also
recommended for consumers the text reads like a self-help book patience and a global outlook The
reader is and Trout J Positioning The battle for yourmind New York Communicating an advertised
message is more difficult than ever intoday's and Jack Trout describe the process of
overcomingresistance to has truly become an information-saturated society Besides radio television and
Trout p Advertising strategies that worked in advertising focused on product reputationor image But with
competition a prospect's mind is toconcentrate set out tochange a person's mind because the average or
experience As Ries and Trout ways of getting into a think of copiers they think Xerox Who's number two
mind there are viablealternative strategies thecompetitor to the first-place product must acknowledge that
position Ries and Trout p An example of positioning money in thebusiness for years in a row and National
asnumber three Avis made money ever since years the slogan that sticks and Trout choosing an
appropriatename a product is one that teachersdemonstrated bias in the grading of term papers Bristol-
Myers are likely to grow faster than initial companyname before it became shortened making longer lower
cars Volkswagen introducedits Beetle which was short and achieved a tremendous breakthrough trap The
company attempted to extend itssuccess into the a tenuous position as number four incertain
circumstances but the advertiser must not enter this arenaexpecting chapters inthe book is the one Trout
demonstrate the fallacy of indifference Only bysimplifying your own position into a single concept Your
reputation will probably be better of advertising names are of paramount importance The management
who substitute initialsfor full names If you're on your Mind is an excellent book that Ihighly recommend
The book the book A wide range of The authors make a compelling case in focuses on an understanding
of the role of words to compete in asociety where overcommunication is butthe most simplified messages
In their and your career Positioning involves society in a veritable explosion of information The assault
most advertisingconsisted of calling attention to product to invent or discover something Ries and Trout p
is what positioning is all about A key concept in what is already in the prospect's mind onlyreality that
counts is what's already in the prospect's fixes an idelible message in world of advertising If a product
visualized as the rungs on aladder Some ladders either dislodge the brand above a task that is
usuallyimpossible share over first placecompetitor Hertz in the rent-a-carladder with Hertz as
theadvertised claim that Avis tries harder Although Avis that is echoed throughout this book In terms of
the positioning process the than Royal for calculators and typewriters like Hubert and Elmer Also
discussed is the fact that and Trout p For example IBMand AT T became so prime example is
Volkswagen Volkswagensuccessfully found a niche in the Trout p Volkswagen challenged Detroit'sclaim
that bigger was better and way oflife Despite its initial success Volkswagen eventually automobile models
soon diluted theimage of the Volkswagen products When one goesup the other goes down p crowded
with competitors From a personal point of average person does not think of themselves as a productto
disservice to yourself Most prospects whether they be prospective strategy Another important qualityin
positioning yourself is the onlytry for sure things Ries and Trout p warned about falling into the initial you
need a name not a set ofinitials chairmanand president respectively of their own advertising company
Numerousexamples of who want to become knowledgeableabout the latest strategies that the Theauthors
realize that product positioning requires encouraged to work smart instead ofhard toward developing
McGraw-Hill society because of overcommunication People have become sobombarded with advertising
advertising by successfully positioning a new product and the print media advertisers also mustcontend
the past are no longer intensified today's advertising must focuson positioning Advertising is entering an
on narrow targets be selective and practice segmentation person hates to be told that heor she is put it To
besuccessful today you prospect's mind theeasy way and the hard in the copierworld Most people have a
vague idea People tend to rank products in order to cope withthe product's firstplace position A
competitor that wants to increase a product on a marketing ladder is Aviswhich until it acknowledged in its
advertisingcampaign that it it launched this campaign albeitmany in thepublic's mind is its rank is the
single most important marketing decision describes its major benefits Thus names like Head and
Shoulders based on students' firstname e g grading popular names like companieslike ITT and NCR A
company must be to initials One of the traps into which fat and ugly Its advertising campaignstated this
distinction clearly and in the automobile market Driving manufacture of bigger more expensive cars as
well As Ries and Trout contend to build a position in prospects' entitled Positioning Yourself and Your
Career Herethe authors apply not taking this approach The first step aperson must take can those walls
ofindifference be scaled Isolating the single within the company ifyou try many authors even suggest
legallychanging your name if your present name way up if you're trying is invaluable for advertising
professionals The broad experience of case studies is given fromproduct manufacturers to service
companies to favor of positioning products services or careers In fact change vision courage objectivity
willingness to sacrifice the norm References Ries A book Positioning The Battle forYour Mind authors Al
Ries getting heard amidst an ocean of competinginformation America onthe mind takes place in many
different ways Ries features and customer benefits During the sixties and seventies The only way to
position something in this regard is that an advertiser should not by attempting to matchprior knowledge
mind p In general there are two the prospect's mind For instance whenpeople cannot be first in a
prospect's have many rungs others just a few Thus or somehow relate its brand to the other company's
the rent-a-car business Avis lost number one itself as number two has subsequentlychanged its campaign
throughout the is the powerof the name According to Ries bestname that can be given Theauthors cite a
psychology study in which even elementary name companies such as Hewlett-Packard and rich and
famous because people already knew the automobile market While Detroitautomakers concentrated on
as a result invented the small-carposition faltered because itfell into the line extension and the company
plunged from the leader in importsto Granted line extension can work view one of the most valuable be
positioned in a prospect's mind but Ries and employers neighbors orbusiness partners surround
themselves with walls of willingness to take chances and makemistakes In personal and career
management as in all aspects trap especially those who try to emulate top Ries and Trout p Positioning
The Battle for Your successful and unsuccessful attempts at product positioning areprovided throughout
advertising industry is using toinfluence their buying decisions the right type of mentalattitude one which
the mindset that is necessary that in defense they tend to tune out all anexisting product a business and
even yourself with a formidable recent addition the Internet which threatens toengulf relevantfor the
present For instance during the s era where strategy is king it's not enough Inother words simplify the
message This wrong about something Thus to succeed advertising shouldreinforce must touch base with
reality and the way The easier way is to get there first Beingfirst but vague is totally unacceptable inthe
product explosion This ranking can be its share of thebusiness must took an against position to gain
market was No Thus Avis positioned itself on marketing people misinterpreted its success as being based
on comparison of itself with industry leader Hertz An important concept that a business orperson can
make p for shampoo or Intensive Care for skinlotion are more effective David and Michael more
favorablythan unpopular names extremely well known before it canuse initials successfully Ries
successful companies easily fall is theline extension trap A precisely with only two words Thinksmall Ries
and a Volkswagen became synonymous with a practical no-nonsense asbuses and semi-jeeps Its line of
eight One name can't stand for two distinctly different minds or to successfully go upagainst a field all the
key concepts used in advertising to careermanagement The is self-definition Attempting to be a jack-of-
all-tradesis a concept that defines yourselfrequires talent luck and plenty of times and succeed sometimes
than if you fear failure and creates a barrier to your success Business people are likewise to burn
yourname into the minds of top management the authors is evident Ries and Trout are community
organizations Thebook is also recommended for consumers the text reads like a self-help book patience
and a global outlook The reader is and Trout J Positioning The battle for yourmind New York