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Research papers

A constructive approach to advertising testing

This paper proposes that advertising work, and therefore testing, be viewed from a new theoretical perspective; that of modern semiology. This perspective gives new insight into the constructive nature of meaning, the system of signification, the...

Catalogue: Seminar 1997: From International To Cross-Cultural Marketing
Author: Elizabeth Glaros
November 1, 1997
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Citation

Glaros, E. (1997a, November 01). A constructive approach to advertising testing. ANA - ESOMAR. Retrieved June 01, 2024, from


https://ana.esomar.org/documents/a-constructive-approach-to-advertising-testing