A communication audit (French)

Date of publication: June 15, 1984


Author: Yves Krief


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.

  • PDF
  • This could also be of interest
Advertising and marketing research (French) Authors: Philippe De Vendeuvre
Study for non-durables consumer goods (English and French) Authors: Pierre Lacoste
A note on the application of motivation research in a modern advertising agency (French) Authors: Graeme Cranch
Factor analysis of consumer preferences (French) Authors: Jean Stoetzel
Motivation research and psychoanalysis (French) Authors: Alfred Denner
Motivation research in practice co-ordinated with marketing research (French) Authors: Börje Lindberg
Research into consumer behaviour and its motivation (English and French) Authors: Michel Agostini, Emeric Deutsch, Harry Henry, Robert C. Sorensen, Helen Dinerman, Philip L. Short, A. Mitchell, Yves Fournis, Edward Sinclair, Ernest Dichter, William Gregory, Jan van Rees, Albert A. Shea, Jan L. Wage, Salviano Cruz
Research into consumer behaviour and its motivation (French) Authors: George Gallup, Paul Lyness, Börje Lindberg, Alfred Denner, Graeme Cranch, Jean Stoetzel
The application of factor analysis to the study of army morale Authors: Charles Chandessais
Sampling or "movivation" (French) Authors: Pierre Lacoste