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What's going on with this ad? And thousands of other similar ads. They all believe that the main function of advertising is communication. "Tell more and sell more" is an old advertising adage.
Advertising is not communication. Advertising is positioning. The best advertising communicates only the most valuable information about the brand.
What the best advertising programs do, however, is establish and solidify a position in the minds of potential customers.
What is Infiniti? We don't know, what about you? What we do know is that the Infiniti is not a "traitorous, courageous, unexpected" car.
Advertising is not communication. Advertising is positioning. The best advertising communicates only the most valuable information about the brand.
What the best advertising programs do, however, is establish and solidify a position in the minds of potential customers.
What is Infiniti? We don't know, what about you? What we do know is that the Infiniti is not a "traitorous, courageous, unexpected" car.
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