Класификация и ефективност на продуктовото позициониране според начина на предаване на информацията и сюжетната връзка
Classification and Efficiency of Product Positioning According to the Way of Transmission of the Information and the Subject Link

Summary/Abstract: Product positioning is an attractive communication tool for all the spectrum of large and small companies. This specific approach to marketing communication ensures increased interest on the part of the viewers - a factor that is becoming increasingly strong with view to the growing fragmentation of media and accumulation of the amount of ads. The article discusses the classifications of product positioning which are defined differently by a number of leading authors in the field. Filmmakers and advertisers have developed various opportunities for the effective integration of the products in movies and movie scenes. Since their objectives, costs and possible effects vary considerably, it is necessary to distinguish between the available alternatives, selection and establishment of classification, which serves to simplify the strategic decision making by marketers and prevent from confusion of terms. The specific classifications define how different types of positioning affect the viewer’s memory with regard to the brand.

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