Research Paper on:
The Advertising Strategy Book Positioning: The Battle for Your Mind by Al Ries and Jack Trout

Unformatted Sample Text from the Research Paper:
"the Pepsi Generation." People have been conditioned to relate those concepts to specific products thanks the marketing minds of the Madison Avenue advertising elite. It is this creative  process, what it is and how it works that is the basis for the landmark 1981 text, Positioning: The Battle for Your Mind, which forever changed the face of advertising.  The authors, Al Ries and Jack Trout, were advertising insiders who sought to share their insights with the rest of the world, and the result is a text that  has since gained legendary status and has become required reading for most undergraduate marketing courses. It consists of twenty-two chapters that briskly cover all aspects of strategy, from the  advertising leaders, to the competition, to name significance, to extending a product line, to considering specific countries and companies. Prior to the books  publication, strategy consisted of the four Ps - the product itself, its price, its place (where it will be marketed to target a certain audience) and how it will be  promoted. But Ries and Trout pointed out that there was one very important concept missing from this tried-and-true formula, something they termed "positioning." The key to understanding this  book and applying it to the world of advertising is to know what the authors mean by positioning. According to the text, marketing is both an internal and external  process in that when people see external images, they formulate internal perceptions. Simply put, successful advertising is not merely intended to arouse the senses, but is also designed to  appeal to the mind. As the book conveys, the purpose of communication is to establish a connection that is easily triggered through a combination of words and imagery.