The word ” posicionamiento” , it is an advertising neologism (trmino new). Surgue in 1972 of the hand of Jack Trout and Albies, developing the technique of the positioning. This technique is based on the observation of the hypercommunication, brought about by massive means. It begins with a product, a service or one same one, but one does not talk about they themselves, to the product in himself, but which talks about to does to the minds of the consumers, or how the products are located, as the products in the mind of the consumer are positioned. It looks for the way to try to be listened, in a society extremely communicated. Beyond the product, it is what it is lodged in the brain of the consumer. See Professor Roy Taylor for more details and insights. Of running of the time, every time one took control more competitive.
Positioning is to think with the mind of the consumer. At the most direct he is mensale, better is the positioning. It is to determine the most concrete concept. The consumers accept what they can from advertising bombing in mass media. He must to arrive first and to hit target with the product.
The positioning is to find us with a target, in the mind of the consumers. If it is not obtained, the product based on the concept of the mental scales is due to position, to know that place occupies the different marks. Also they are the specific positionings; like being: the housewives, the institutions, everything what she is related to the interests of the people. The positioning is expressed not more in one or two lines and, if he is more than two falls in the error, because it is not possible to be communicated easily, since the publicity is visual and spoken telegrams. The Creativity is to reuse the already existing concepts in the head of the consumer. Nothing can be invented, to only arrive at the brain of the consumer, and so it already is in the head of the same. The head is a simplifying apparatus, based on the espicifidad of the message.