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.
  

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...