'Decoding Competitive Propositions:
A Semiotic Alternative to Traditional Advertising Research'Michael HarveyGuinnessUDV andMalcolm EvansAdded Value & Brown KSDP
INTRODUCTION
This paper shows how innovative thinking...
Decoding competitive propositions: as 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.
