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| Author: | Wettler, M. Rapp, R. |
| Title: | Associative text analysis of advertising |
| Journal: | Marketing and Research Today
1993 : NOV, VOL. 21:4, p. 241-246 |
| Index terms: | ADVERTISING RESEARCH TELEVISION RECEIVERS INDUSTRY RADIO RECEIVERS INDUSTRY |
| Language: | eng |
| Abstract: | Associative Text Analysis (ATA) is a new technique which makes it possible to calculate the associations of consumers to arbitrary advertising texts. It makes use of conceptual networks which are computed from large collections of machine-readable texts. ATA has been applied successfully in the marketing of consumer goods, especially for briefings and for the assessment, the modification , and the selection of positioning statements and treatments. |
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