Decoding Competitive Propositions: A Semiotic Alternative To Traditional Advertising Research
Michael Harvey GuinnessUDV andMalcolm EvansAdded Value & Brown KSDP
Introduction
This paper shows how innovative thinking and good client/agency...
Decoding Competitive Propositions: A Semiotic Alternative to Traditional Advertising Research
Describes how a semiotic analysis tool, the Competitor Advertising Decoding Kit, was used by Guinness to gain a new depth of insight into competitor marketing.
