Promotions and Comparative Advertising—Key Elements in Positioning Fast Moving Consumer Goods

Abstract

The development of communication and globalization has put a great pressure on companies in clearly expressing their product brands positioning, whether it is due to the considerable evolution of interpersonal communication and social media, or due to the variety and promotions of other brands in the market. This article is a literature review on the influence of comparative advertising and price promotions on brand positioning so that marketers position their brand in the consumers' mind in line with the company's perspective. They must take into account how the brand is situated next to the most notorious brand in the market and the current share of the brand in the market, and how price promotions will affect the medium and long-term positioning of the product brand. Results will show that indirect, comparative advertising is the most recommended option in achieving most effective positioning results, while promotions should have a limited duration and be less connected to the price of more added value.