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Research papers

Towards a qualitative control of television sponsorship of television sponsorship

In allowing advertisers to symbolically express their brand identity, TV sponsorship has become a privileged space for brand communication. Advertisers should keep in mind, however, that this method of communication which is difficult to control and...

Catalogue: Seminar 1991: The Expansion of Broadcast Media
Authors: Daniel Bo, Yves Krief
Company: SORGEM IMR
June 15, 1991
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Citation

Bo and Krief (1991a, June 15). Towards a qualitative control of television sponsorship of television sponsorship. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/towards-a-qualitative-control-of-television-sponsorship-of-television-sponsorship


Research papers

Global communication (French)

Our hypothesis is that "corporate" communication is sub-divided in three entities which enact different rationalities: the discourse of the enterprise, of a legal and economic nature ; the institutional discourse, of a political and ethical nature ;...

Catalogue: ESOMAR Congress 1989
Author: Yves Krief
Company: SORGEM IMR
September 1, 1989
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Citation

Krief, Y. (1989a, September 01). Global communication (French). ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/global-communication-french-


Research papers

Global communication

Our hypothesis is that "corporate" communication is sub-divided in three entities which enact different rationalities: the discourse of the enterprise, of a legal and economic nature ; the institutional discourse, of a political and ethical nature ;...

Catalogue: ESOMAR Congress 1989
Author: Yves Krief
Company: SORGEM IMR
September 1, 1989
×

Citation

Krief, Y. (1989a, September 01). Global communication. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/global-communication


Research papers

A communication audit

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,...

Catalogue: ESOMAR Monograph Series Vol.2: Qualitative Research- The 'New', The 'Old' And A Question Mark
Author: Yves Krief
January 1, 1987
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Citation

Krief, Y. (1987a, January 01). A communication audit . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/a-communication-audit-


Research papers

A communication audit (French)

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,...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession
Author: Yves Krief
Company: SORGEM IMR
June 15, 1984
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Citation

Krief, Y. (1984a, June 15). A communication audit (French). ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/a-communication-audit-french-


Research papers

A communication audit

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,...

Catalogue: ESOMAR Congress 1984: What We Have Learned From The Recession
Author: Yves Krief
Company: SORGEM IMR
June 15, 1984
×

Citation

Krief, Y. (1984a, June 15). A communication audit. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/a-communication-audit