Komparace dvou typů reklamní kampaně - behaviorální a obsahová analýza

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Title in English The Comparison of two kinds of Advertising Campaign - Behavioral and Semantic Analysis
Authors

BINKA Bohuslav

Year of publication 2002
Type Article in Proceedings
Conference Implementácia marketingových teórií do hospodárskej praxe Slovenskej republiky, Českej republiky a Polskej republiky
MU Faculty or unit

Faculty of Economics and Administration

Citation
Field Economy
Keywords behavioral and semantic analysis
Description This study analyse a kind of discurse in advertising campaign of Benetton and Philip Morris. First part of the work deals with methodology and present two basic kinds of methodology in advertisement; behavioral and semantic. Second part try - by joining practical research - to answer two fundamental questions: which methodology is superior according to our problem and in which range we can use it. The conclusions the author has come to in the first and second parts of this work are simple the most optimal method combine both methodologies behavioral and semantic.
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