Using Semiotics in Marketing: How to Achieve Consumer Insight for Brand Growth and Profits
Categories: Kindle Store, Kindle eBooks, Business & Money

Semiotics is big business. It is most famous for its unique ability to decode visual images, and is the only market research method which provides a systematic, reliable and culturally sensitive method for interpreting what visual images mean. Semiotics sheds new light on consumers and the world they live in, stimulates creativity and innovation, guides brand strategy, and finds solutions to a plethora of marketing problems. Using Semiotics in Marketing will help marketers looking to launch new brands, reposition existing brands, or rejuvenate established brands. In what can seem a complex and abstract field, it is an invaluably clear, practical resource on how to seize the tremendous opportunity that semiotics offers. Written by one of the original founders of commercial semiotics, Using Semiotics in Marketing outlines precisely what semiotics is and why it matters, before moving on to demonstrate how to run a successful commercial semiotics project. Packed with fascinating case studies proving how visual imagery is interpreted differently across cultural, racial and social demographics, it provides essential insights into understanding consumers. This results in better ads, websites, packaging and social media content - ultimately driving brand growth and profits.


Sticky notes: On Kindle Scribe
Language: English
File size: 2672 KB
Publisher: Kogan Page
Publication date: March 3, 2020
ISBN-13: 978-1789662078
Edition: 1st
subtitle: 1st Edition, Kindle Edition
author: Visit Amazon's Rachel Lawes Page search results Rachel Lawes