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Research papers

Advertising in times of crisis

What is the right way to advertise in times of crisis? What changes compared to normal times? What must be said, and how? What kind of stories have to be told, so as to connect to a worried consumer? The presentation addresses these questions by a...

Catalogue: Congress 2009: Leading The Way
Author: Joseph Sassoon
Company: Alphabet Sas
September 21, 2009

Research papers

The role of helpers in advertising

The presentation will analyse the role of the so-called Helpers in advertising, drawing inspiration from both French semiotics and the American theories on screenwriting: originally combined in an innovative method. In movies, the Helpers are very...

Catalogue: Qualitative 2008: Consumer Choice
Author: Joseph Sassoon
Company: Alphabet Sas
November 20, 2008