Reading Advertising: The What and How of Product Meaning

Autor:	Jerome B. Kernan, Teresa J. Domzal
Rok vydání:	1992
Předmět:	Marketing media_common.quotation_subject Advertising Corporate identity Tobacco industry Decision latitude Core (game theory) Reading (process) Brand identity Business Product (category theory) Meaning (existential) Business and International Management media_common
Zdroj:	Journal of Consumer Marketing. 9:48-64
ISSN:	0736-3761
DOI:	10.1108/07363769210035233
Popis:	Analyses successful international ads for alcoholic drinks, cigarettes and corporate identity to determine the core meanings for each product. Argues that these meanings constitute “cultural definitions” of the products, and that they represent a significant aspect of marketing information. Concludes that the meaning exemplars discerned in each category define parameters for advertising appeals, but still leave a lot of decision latitude about how to target within the market.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::9778fcd408f6db7cede1906c5ce54267 https://doi.org/10.1108/07363769210035233 Zobrazit plný text záznamu