Marketers are innovative when it comes to product positioning. They have to be. Analyzing and selecting a positioning strategy can mean the difference between success and failure for a new or existing product. Product endorsers have been an integral part of marketing for centuries. Popular music has become a major part of ad campaigns. Song selection coupled with a product endorser for a multiplatform campaign is a way to differentiate from other brands. Two recent examples include the following: â€¢ A popular brand of body wash upped the ante by using Pussycat Doll, Nicole Scherzinger, as the endorser who also sang a â€œBrazilian-inspired reinterpretationâ€ of Duran Duranâ€™s Rio. â€¢ Then, there is a shampoo company that launched a global brand campaign that features mega star Madonna and is the first of its kind using an artist of such stature to launch a global brand. Create a new consumer product. â€¢ Define your target market. â€¢ Select a song and an endorser for your campaign, and explain the rationale behind your choices. â€¢ Discuss your competition and how you are both poised to compete and differentiate (3 paragraphs total for the post
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