TITLE

Decoding competitive propositions: a semiotic alternative to traditional advertising research

AUTHOR(S)
Harvey, Michael; Evans, Malcolm
PUB. DATE
April 2001
SOURCE
International Journal of Market Research;2001 Quarter 2, Vol. 43 Issue 2, p171
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The article focuses on the use of innovative thinking and good communication between clients and agency helps create a competitive advantage out of perspective drawn from an unconventional knowledge domain. It outlines a project where a specialist team from Added Value and Arthur Guinness Son & Co. Ltd. used semiotics to create an analytical tool to gain insight into the competitive environment. It talks about the methodology of the Competitor Advertising Decoding Kit and how it helps Guinness marketers gain an understanding of the positioning of competitors from a consumer perspective.
ACCESSION #
4773203

 

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