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.

'Decoding Competitive Propositions:

A Semiotic Alternative to Traditional Advertising Research'

Michael HarveyGuinnessUDV andMalcolm EvansAdded Value & Brown KSDP

INTRODUCTION

This paper shows how innovative thinking...