Publication details
Komparace dvou typů reklamní kampaně - behaviorální a obsahová analýza
| Title in English | The Comparison of two kinds of Advertising Campaign - Behavioral and Semantic Analysis |
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| Authors | |
| 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 | |
| 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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