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| Author: | Harvey, M. Evans, M. |
| Title: | Decoding competitive propositions: a semiotic alternative to traditional advertising research |
| Journal: | International Journal of Market Research
2001 : VOL. 43:2, p. 171-187 |
| Index terms: | ADVERTISING RESEARCH COMPETITIVENESS |
| Language: | eng |
| Abstract: | This paper outlines a project in which Guinness and a specialist team from Added Value used semiotics to develop a friendly analytical tool now used by Guinness worldwide to gain a new depth of insight into the competitive environment. This system, the Competitor Advertising Decoding Kit, guides Guinness marketers and planners in the analysis of likely consumer take-outs from current competitive ads and helps them to decipher for each competitor the proposition that could ultimately drive these take-outs. |
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