Proposition and Positioning

Positioning (= mental response) is the effect of making a proposition (= brand stimulus). That's it.

Strategy Quotations (4) - Asking Questions in Research

In his book Ogilvy on Advertising, David Ogilvy relates an experience from his days as a researcher for the Gallup Organization, when Gone with the Wind was a bestseller. Ogilvy’s assignment was to find out how many people had actually read the book. After too many positive answers to the direct question, "Have you read Gone with the Wind?", Ogilvy made the subtle but brilliant change to, "Do you plan to read Gone With the Wind?". Having provided respondents a way to admit not having read the book and still save face, false positive answers dropped dramatically.

Ads are for retention (?)

In a Book called "Habit" which deals with habit as main behavior driver of consumers the author makes the following point:

Since 95% of behavior is gouverned by habit ads are and should be designed to reinforce habitual behaviors. In other words: you don't do ads to alter attitudes or improve "images" but to implement or more often rather to reinforce brand related habits. If a brand doesn't "own" such habitual behaviors - too bad. A brand should own them he says.

Now, we rather assume that ads are for news and CRM is for retention. This guy says ads are rather for retention (since habits as such are for retention)

It's an interesting point,don't you think?