Abstract:
This paper describes the use of semiotics as an aid to monitoring competitive activity. We have taken a collection of typical ads appearing in the British Medical Press, and subjected them to a semiological analysis. On this basis we have drawn deductions about companies, their research methods, their views of their consumers, and, as a useful by-product opportunities for competitive development.
This could also be of interest:
Research Papers
Advertising, promotion and medical detailing
Catalogue: Seminar 1970: The Marketing Of Pharmaceutical Products
Author: Jean-Mathieu Paoli
 
June 15, 1970
Research Papers
Advertising, promotion and medical detailing
Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Jean-Mathieu Paoli
 
June 15, 1980
