Final answer:
Jack Trout and Al Ries introduced positioning as the foundation for advertising strategy in the 1970s, focusing on how a product is perceived by consumers and using advertising to shape brand preferences.
Step-by-step explanation:
Jack Trout and Al Ries introduced the concept of positioning as the basis for advertising strategy in creative development in the early 1970s. This concept focuses on how a product is perceived in the minds of consumers relative to competing products. Positioning is not just about the physical attributes of a product but also about shaping the intangible perceptions. For instance, through advertising brands can instill in consumers a preference for their product based on aspects such as reputation, satisfaction guarantees, and even past habits. A notable example of how positioning can influence consumer behavior is seen in the fact that many people, if blindfolded, might not distinguish between different brands of ketchup, mayonnaise, beer, or cigarettes based on taste alone. However, strong brand preferences emerge due to the impact of advertising and the feelings or associations it has created over time.
Advertising evolves and adapts to the society's aspirations, whether it's selling optimism, risk, or patriotism. Marketers use emotional appeals and tangible benefits as well as brand symbols such as Pillsbury's "doughboy" or Apple Computer's "bitten apple" to create brand recognition and a positive emotional response that motivates consumer choice and loyalty.