Using Semiotics In Marketing

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Using Semiotics in Marketing

Author : Rachel Lawes
Publisher : Kogan Page Publishers
ISBN 13 : 1789662087
Total Pages : 281 pages
Book Rating : 4.7/5 (896 download)

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Book Synopsis Using Semiotics in Marketing by : Rachel Lawes

Download or read book Using Semiotics in Marketing written by Rachel Lawes and published by Kogan Page Publishers. This book was released on 2020-03-03 with total page 281 pages. Available in PDF, EPUB and Kindle. Book excerpt: In what can seem a complex, abstract field, this book is an invaluably clear, practical resource on how to seize the tremendous opportunity that semiotics offers to better understand your consumers. Semiotics is big business. It is most famous for its unique ability to decode visual images and is the only market research method which provides a systematic, reliable and culturally sensitive method for interpreting what visual images mean. Semiotics sheds new light on consumers and the world they live in, stimulates creativity and innovation, guides brand strategy, and finds solutions to a plethora of marketing problems. Using Semiotics in Marketing will help marketers looking to launch new brands, reposition existing brands, or rejuvenate established ones. Written by one of the original founders of commercial semiotics, Using Semiotics in Marketing outlines precisely what semiotics is and why it matters, before moving on to demonstrate how to run a successful commercial semiotics project. Packed with fascinating case studies proving how visual imagery is interpreted differently across cultural, racial and social demographics, it provides essential insights into understanding consumers. This results in better ads, websites, packaging and social media content - ultimately driving brand growth and profits.

Marketing Semiotics

Author : Laura R. Oswald
Publisher : OUP Oxford
ISBN 13 : 019164790X
Total Pages : 234 pages
Book Rating : 4.1/5 (916 download)

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Book Synopsis Marketing Semiotics by : Laura R. Oswald

Download or read book Marketing Semiotics written by Laura R. Oswald and published by OUP Oxford. This book was released on 2012-02-16 with total page 234 pages. Available in PDF, EPUB and Kindle. Book excerpt: Everyday consumers buy into the concept of brands and their associated meanings - the perception of quality, a symbolic relationship, a vicarious experience, or even a sense of identity. Marketing Semiotics suggests that the extent to which consumers recognize, internalize, and relate to brand meanings is not only an academic question. These meanings contribute to 'brand equity', the financial value of intangible brand benefits that exceed the use value of goods, and impacts upon a firm's financial performance. Therefore, the management of brand equity demands first and foremost the management of brand meanings, or semiotics. The book uses structural semiotics, a discipline that extends the laws of structural linguistics to the analysis of verbal, visual, and spatial sign systems, to shed light on the cultural codes and discourse of brands. It proposes that semiotic research should form the cornerstone of brand equity management, since brands rely so heavily on sign systems that contribute to profitability by distinguishing brands from simple commodities, from competitors, and engaging consumers in the brand world. The book includes dozens of global business cases where semiotics has been used to refocus, reposition, or extend the brand to new products, customers, and markets. Drawing upon twenty years of academic and consulting experience, the book provides actionable direction for steering brands through technological and cultural change, differentiating brands in the competitive environment, and counteracting the natural depletion of brand meaning over time.

Semiotics, Marketing and Communication

Author : Jean-Marie Floch
Publisher : Palgrave Macmillan
ISBN 13 : 9780333760147
Total Pages : 225 pages
Book Rating : 4.7/5 (61 download)

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Book Synopsis Semiotics, Marketing and Communication by : Jean-Marie Floch

Download or read book Semiotics, Marketing and Communication written by Jean-Marie Floch and published by Palgrave Macmillan. This book was released on 2001-12-14 with total page 225 pages. Available in PDF, EPUB and Kindle. Book excerpt: Semiotics, or the study of signs, plays an increasingly important role within marketing as a guide to psychological and social aspects of communication. Jean-Marie Floch provides an introduction to the potential offered by a semiotic approach to a variety of marketing and communication problems or situations. Key semiotic concepts and principles are gradually introduced using real life studies.

Marketing and Semiotics

Author : Jean Umiker-Sebeok
Publisher : Walter de Gruyter
ISBN 13 : 3110853256
Total Pages : 568 pages
Book Rating : 4.1/5 (18 download)

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Book Synopsis Marketing and Semiotics by : Jean Umiker-Sebeok

Download or read book Marketing and Semiotics written by Jean Umiker-Sebeok and published by Walter de Gruyter. This book was released on 2012-10-25 with total page 568 pages. Available in PDF, EPUB and Kindle. Book excerpt:

The Context Marketing Revolution

Author : Mathew Sweezey
Publisher : Harvard Business Press
ISBN 13 : 1633694038
Total Pages : 178 pages
Book Rating : 4.6/5 (336 download)

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Book Synopsis The Context Marketing Revolution by : Mathew Sweezey

Download or read book The Context Marketing Revolution written by Mathew Sweezey and published by Harvard Business Press. This book was released on 2020-03-24 with total page 178 pages. Available in PDF, EPUB and Kindle. Book excerpt: In a world of limitless media noise, how can businesses break through to customers? Context. We are in the midst of a massive media revolution. For the first time in history, ordinary people around the world have the ability to create, distribute, and consume content instantly, from anywhere, using connected devices. The massive increase in media "noise" created by these consumers and devices creates an entirely new situation that makes conventional marketing models obsolete. And yet countless companies and marketing organizations continue to rely on traditional models, assuming that their "campaigns" will sway customers. They couldn't be more wrong. In this provocative and practical book, Salesforce marketing maven Mathew Sweezey boldly outlines this new "infinite media" environment and poses a profound question: In a transformed world where customers shape their own experience, what is the key to breaking through and motivating them to buy? It is context--the close linkage between an individual's immediate desires and the experiences a brand creates to fulfill them. Drawing on new research and new insights into current consumer psychology, Sweezey defines the five key elements of context. Customer experiences must be: Available: Helping people achieve the value they seek in the moment Permissioned: Giving people what they've asked for, on their terms Personal: Going beyond how personal it is to how personally you can deliver it Authentic: Combining voice, empathy, and brand congruence simultaneously Purposeful: Creating a deeper connection to the brand, beyond the product Sweezey uses vivid examples to highlight a new marketing model used by high-performing brands big and small. The final part of the book shifts to execution, providing a new rule book for context-based marketing. The Context Marketing Revolution will change forever how you think about the purpose and practice of marketing.

Handbook of Brand Semiotics

Author : George Rossolatos (Hrsg.)
Publisher : kassel university press GmbH
ISBN 13 : 3737600422
Total Pages : 47 pages
Book Rating : 4.7/5 (376 download)

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Book Synopsis Handbook of Brand Semiotics by : George Rossolatos (Hrsg.)

Download or read book Handbook of Brand Semiotics written by George Rossolatos (Hrsg.) and published by kassel university press GmbH. This book was released on 2015-11-09 with total page 47 pages. Available in PDF, EPUB and Kindle. Book excerpt: Semiotics has been making progressively inroads into marketing research over the past thirty years. Despite the amply demonstrated conceptual appeal and empirical pertinence of semiotic perspectives in various marketing research streams, spanning consumer research, brand communications, branding and consumer cultural studies, there has been a marked deficit in terms of consolidating semiotic brand-related research under a coherent disciplinary umbrella with identifiable boundaries and research agenda. The Handbook of Brand Semiotics furnishes a compass for the perplexed, a set of anchors for the inquisitive and a solid corpus for scholars, while highlighting the conceptual richness and methodological diversity of semiotic perspectives. Written by a team of expert scholars in various semiotics and branding related fields, such as John A. Bateman, David Machin, Xavier Ruiz Collantes, Kay L. O’Halloran, Dario Mangano, George Rossolatos, Merce Oliva, Per Ledin, Gianfranco Marrone, Francesco Mangiapane, Jennie Mazur, Carlos Scolari, Ilaria Ventura, and edited by George Rossolatos, Chief Editor of the International Journal of Marketing Semiotics, the Handbook is intended as a point of reference for researchers who wish to enter the ‘House of Brand Semiotics’ and explore its marvels. The Handbook of Brand Semiotics, actively geared towards an inter-disciplinary dialogue between perspectives from marketing and semiotics, features the state-of-the-art, but also offers directions for future research in key streams, such as: Analyzing and designing brand language across media Brand image, brand symbols, brand icons vs. iconicity The contribution of semiotics to transmedia storytelling Narrativity and rhetorical approaches to branding Semiotic roadmap for designing brand identity Semiotic roadmap for designing logos and packaging Comparative readings of structuralist, Peircean and sociosemiotic approaches to brandcomms Sociosemiotic accounts of building brand identity online Multimodality and Multimodal critical discourse analysis Challenging the omnipotence of cognitivism in brand- related research Semiotics and (inter)cultural branding Brand equity semiotics

The Role of Language and Symbols in Promotional Strategies and Marketing Schemes

Author : Epure, Manuela
Publisher : IGI Global
ISBN 13 : 1522557792
Total Pages : 359 pages
Book Rating : 4.5/5 (225 download)

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Book Synopsis The Role of Language and Symbols in Promotional Strategies and Marketing Schemes by : Epure, Manuela

Download or read book The Role of Language and Symbols in Promotional Strategies and Marketing Schemes written by Epure, Manuela and published by IGI Global. This book was released on 2018-09-28 with total page 359 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the increasingly competitive global market, successful and meaningful intercultural advertising plays a key role in reaching out to consumers from diverse language and cultural backgrounds. Therefore, it is crucial for individuals and businesses to be able to navigate the field of marketing communications to cut through the noise in a consumerist society to persuade their target audience. The Role of Language and Symbols in Promotional Strategies and Marketing Schemes provides emerging research exploring the theoretical and practical aspects of the power of words and symbols used in promotional strategies and marketing schemes. Featuring coverage on a broad range of topics such as shock advertising, branding, and celebrity endorsement, this book is ideally designed for marketers, managers, business professionals, academicians, researchers, and graduate-level students seeking current research on the use of language and symbols in marketing tactics.

Creating Value

Author : Laura R. Oswald
Publisher : OUP Oxford
ISBN 13 : 0191631566
Total Pages : 206 pages
Book Rating : 4.1/5 (916 download)

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Book Synopsis Creating Value by : Laura R. Oswald

Download or read book Creating Value written by Laura R. Oswald and published by OUP Oxford. This book was released on 2015-01-22 with total page 206 pages. Available in PDF, EPUB and Kindle. Book excerpt: In global consumer culture, brands structure an economy of symbolic exchange that gives value to the meanings consumers attach to the brand name, logo, and product category. Brand meaning is not just a value added to the financial value of goods, but has material impact on financial markets themselves. Strong brands leverage consumer investments in the cultural myths, social networks, and ineffable experiences they associate with marketing signs and rituals. Creating Value: The Theory and Practice of Marketing Semiotic Research is a guide to managing these investments by managing the cultural codes that define value in a market or consumer segment. The book extends the discussion beyond the basics of semiotics to post-structural debates related to ethnographic performance, multicultural consumer identity, the digitalized consumer, and heterotopic experiences of consumer space. The book invites readers to challenge the current thinking on topics ranging from cultural branding and brand rhetoric to digital media management and service site design. It also emphasizes the role of product category codes and cultural trends in the production of perceived value. Creating Value explains theory in language that is accessible to academics and students, as well as research practitioners and marketers. By applying semiotics to the everyday world of the marketplace, the book makes sense of the semiotics discipline, which is often mystified by technical jargon and hair-splitting debate in the academic literature. The book also provides practitioners and professors with a practical guide to the methods used in semiotic research across the marketing mix.

Semiotics and Visual Communication III

Author : Evripides Zantides
Publisher : Cambridge Scholars Publishing
ISBN 13 : 1527543323
Total Pages : 673 pages
Book Rating : 4.5/5 (275 download)

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Book Synopsis Semiotics and Visual Communication III by : Evripides Zantides

Download or read book Semiotics and Visual Communication III written by Evripides Zantides and published by Cambridge Scholars Publishing. This book was released on 2019-11-12 with total page 673 pages. Available in PDF, EPUB and Kindle. Book excerpt: The chapters in this book consist of selected papers that were presented at the 3rd International Conference and Poster Exhibition on Semiotics and Visual Communication at the Cyprus University of Technology in November 2017. They investigate the theme of the third conference, “The Semiotics of Branding”, and look at branding and brand design as endorsing a reputation and inhabiting a status of almost mythical proportion that has triumphed over the past few decades. Emerging from its forerunner (corporate identity) to incorporate advertising, consumer lifestyles and attitudes, image-rights, market-research, customisation, global expansion, sound and semiotics, and “the consumer-as-the-brand”, the word “branding” currently appears to be bigger than its own umbrella definition. From tribal markers, such as totems, scarifications and tattoos, to emblems of power, language, fashion, architectural space, insignias of communal groups, heraldic devices, religious and political symbols, national flags and the like, a form of branding is at work that responds to the need to determine the presence and interaction of specific groups, persons or institutions through shared codes of meaning.

Persuasive Signs

Author : Ron Beasley
Publisher : Walter de Gruyter
ISBN 13 : 3110888009
Total Pages : 209 pages
Book Rating : 4.1/5 (18 download)

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Book Synopsis Persuasive Signs by : Ron Beasley

Download or read book Persuasive Signs written by Ron Beasley and published by Walter de Gruyter. This book was released on 2010-12-14 with total page 209 pages. Available in PDF, EPUB and Kindle. Book excerpt: Using both verbal and nonverbal techniques to make its messages as persuasive as possible, advertising has become an integral component of modern-day social discourse designed to influence attitudes and lifestyle behaviors by covertly suggesting how we can best satisfy our innermost urges and aspirations through consumption. This book looks at the categories of this form of discourse from the standpoint of semiotic analysis. It deals with the signifying processes that underlie advertising messages in print, electronic, and digital form.

The Semiotics of Consumption

Author : Morris B. Holbrook
Publisher : Walter de Gruyter
ISBN 13 : 3110854732
Total Pages : 381 pages
Book Rating : 4.1/5 (18 download)

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Book Synopsis The Semiotics of Consumption by : Morris B. Holbrook

Download or read book The Semiotics of Consumption written by Morris B. Holbrook and published by Walter de Gruyter. This book was released on 2012-01-02 with total page 381 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Semiotics of Consumption: Interpreting Symbolic Consumer Behavior in Popular Culture and Works of Art (Approaches to Semiotics).

Semiotics in the United States

Author : Thomas Albert Sebeok
Publisher : Georgetown University Press
ISBN 13 : 9780253206541
Total Pages : 198 pages
Book Rating : 4.2/5 (65 download)

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Book Synopsis Semiotics in the United States by : Thomas Albert Sebeok

Download or read book Semiotics in the United States written by Thomas Albert Sebeok and published by Georgetown University Press. This book was released on 1991 with total page 198 pages. Available in PDF, EPUB and Kindle. Book excerpt: "As a glimpse onto U.S. American semiotics through the mind's eye of a witness, participant-observer, architect, and midwife, this slim but rich book fulfills its title." --Journal of Linguistic Anthropology "This book is an invaluable historical, conceptual, and anecdotal account of the rise of semiotics in the United States." --Review of Metaphysics Sebeok, who has done more to establish the field of semiotics in the United States than any other single scholar, here draws upon his personal experiences of half a century to present the achievement and current status of semiotics in this country. He focuses on salient individuals and intellectual issues, including theatre, television, folklore, sociology, tourism, and graphic design. He also examines semiotic applications to architecture, marketing and advertising, jurisprudence, and medicine.

Doing Semiotics

Author : Laura R. Oswald
Publisher :
ISBN 13 : 0198822022
Total Pages : 255 pages
Book Rating : 4.1/5 (988 download)

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Book Synopsis Doing Semiotics by : Laura R. Oswald

Download or read book Doing Semiotics written by Laura R. Oswald and published by . This book was released on 2020 with total page 255 pages. Available in PDF, EPUB and Kindle. Book excerpt: Using applied semiotics, this book shows readers how to leverage the cultural codes that structure communication and sociality, endow things with value, and help us navigate social space and cultural change to solve business problems, foster innovation, and create meaningful experiences for consumers.

Signifying Place

Author : Sheila Gaffey
Publisher : Routledge
ISBN 13 : 1351149148
Total Pages : 172 pages
Book Rating : 4.3/5 (511 download)

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Book Synopsis Signifying Place by : Sheila Gaffey

Download or read book Signifying Place written by Sheila Gaffey and published by Routledge. This book was released on 2017-11-28 with total page 172 pages. Available in PDF, EPUB and Kindle. Book excerpt: Through a socio-semiotic analysis of promotional materials used by both producers of quality products and their support organizations, this book investigates the use of imagery, especially images of place, in three contrasting regions of Ireland. It highlights the role of place (particularly rural) imagery in the promotion of handcrafts and rural tourism services, and suggests some of the meanings which may be contacted through the use of such imagery. Much of the research to date in this field has concentrated on the use of imagery to promote particular places, rather than products and, in an Irish context, on the promotion of Ireland as a tourism destination. This book focuses on the regional and local level to examine the creation and use of more micro-place specific images - both real and mythical - by small and medium sized businesses and explores the extent to which the two industries borrow from, and feed into, firstly each other, and secondly, macro place myths and iconographies.

The Fortunes

Author : Peter Ho Davies
Publisher : HarperCollins
ISBN 13 : 0544263782
Total Pages : 285 pages
Book Rating : 4.5/5 (442 download)

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Book Synopsis The Fortunes by : Peter Ho Davies

Download or read book The Fortunes written by Peter Ho Davies and published by HarperCollins. This book was released on 2016-09-06 with total page 285 pages. Available in PDF, EPUB and Kindle. Book excerpt: An NPR Best Book of the Year: “The most honest, unflinching, cathartically biting novel I’ve read about the Chinese American experience.” —Celeste Ng, #1 New York Times–bestselling author of Our Missing Hearts Winner, Anisfield-Wolf Book Award * Winner, Chautauqua Prize *Finalist, Dayton Literary Peace Prize * A New York Times Notable Book * A Publishers Weekly Best Book of the Year Sly, funny, intelligent, and artfully structured, The Fortunes recasts American history through the lives of Chinese Americans and reimagines the multigenerational novel through the fractures of immigrant family experience. Inhabiting four lives—a railroad baron’s valet who unwittingly ignites an explosion in Chinese labor; Hollywood’s first Chinese movie star; a hate-crime victim whose death mobilizes the Asian American community; and a biracial writer visiting China for an adoption—this novel captures and capsizes over a century of our history, showing that even as family bonds are denied and broken, a community can survive—as much through love as blood. “Intense and dreamlike . . . filled with quiet resonances across time.” —The New Yorker “Riveting and luminous . . . Like the best books, this one haunts the reader well after the end.” —Jesmyn Ward, National Book Award-winning author of Sing, Unburied, Sing “A moving, often funny, and deeply provocative novel about the lives of four very different Chinese Americans as they encounter the myriad opportunities and clear limits of American life . . . gorgeously told.” —Chang-rae Lee, Buzzfeed “A poignant, cascading four-part novel . . . Outstanding.” —David Mitchell, The Guardian

Semiotics and Visual Communication

Author : Evripides Zantides
Publisher : Cambridge Scholars Publishing
ISBN 13 : 1443859303
Total Pages : 340 pages
Book Rating : 4.4/5 (438 download)

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Book Synopsis Semiotics and Visual Communication by : Evripides Zantides

Download or read book Semiotics and Visual Communication written by Evripides Zantides and published by Cambridge Scholars Publishing. This book was released on 2014-04-11 with total page 340 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is the result of selective research papers that were presented at the First International Conference on Semiotics and Visual Communication at the Cyprus University of Technology in November 2011. The conference was structured around the theme from theory to practice, and brought together researchers and practitioners who study and evaluate the ways that semiotic theories can be analysed, perceived and applied in the context of various forms in visual communication. Within a semiotic framework, the book explores research questions under five main thematic areas: Architectural, Spatial Design-Design for Three-Dimensional Products; Design for Print Applications; Design for Screen-Based Media; Pedagogy of Visual Communication; and Visual Arts. This volume will be an asset for people who have an interest in semiotics, not only from a theoretical and historical perspective, but also from an applied point of view, looking at how semiotic theory can be implemented into educational research, design and visual communication practice. The book provides 25 essential contributions that demonstrate how the concepts and theories of semiotics can be creatively adapted within the interdisciplinary nature of visual communication.

Advances in Digital Marketing and eCommerce

Author : Francisco J. Martínez-López
Publisher : Springer Nature
ISBN 13 : 3030765202
Total Pages : 336 pages
Book Rating : 4.0/5 (37 download)

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Book Synopsis Advances in Digital Marketing and eCommerce by : Francisco J. Martínez-López

Download or read book Advances in Digital Marketing and eCommerce written by Francisco J. Martínez-López and published by Springer Nature. This book was released on 2021-05-26 with total page 336 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book highlights the latest research articles presented at the second Digital Marketing & eCommerce Conference in June 2021. Papers include a diverse set of digital marketing and eCommerce-related topics such as user psychology and behavior in social commerce, influencer marketing in social commerce, social media monetization strategies, social commerce characteristics and their impact on user behavior, branding on social media, social media-based business models, user privacy and security protection on social media, social video marketing and commerce, among other topics.