Abstract:
The communication audit, a fundamental, strategic study, is situated in line with traditional motivation studies. But contrary to the latter, it sets the primary of communication, supporting itself by the finding that brands are beings of discourse, that, there is, therefore, reason to analyse motivation in relation to the product but also and above all, to explore the symbolic imagination in relation to objects and brands, a mediating concept between deep, unusable motivation and purely descriptive buying behavior. With an analysis of brand discourse on the one hand an analysis of consumer discourse on the other, the audit puts these two orders into a systematic relationship between which meaning is produced.
This could also be of interest:
Research Papers
A communication audit
Catalogue: ESOMAR Monograph Series Vol.2: Qualitative Research- The 'New', The 'Old' And A Question Mark
Author: Yves Krief
 
January 1, 1987
Research Papers
A communication audit (French)
Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession
Author: Yves Krief
Company: SORGEM IMR
June 15, 1984
Research Papers
The brand audit
Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?
Author: Andrea Semprini
Company: RISC International (Europe) SA
June 15, 1992
