 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Click chart to enlarge
In message and positioning optimization, we examine both the emotional reaction and the cognitive reaction to message and positioning elements. A congruency analysis is performed to identify the “Must Haves”, the “Secret Weapons” and the “Intellectual Alibis”.
Our message and positioning research can be applied to a wide variety of marketing problems. Recent applications include work we did for the U.S. Army recruiting campaign, where we helped develop a new positioning to address the problem of recruiting shortfalls.
Other application modules:
Print and TV Optimization Module
Package and Design Optimization Module
