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Semiotics in advertising

Strategy without the relevant enabling technology is lame.

By the same token: technology without direction-giving strategy is blind. July 2018

For every complex problem there is an answer that is clear, simple, and wrong.

H L Mencken




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If you are in Advertising in South Africa and...

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Semiotics in advertising

S E M I O T I C ANALYSIS | ...accounts for the movement of brand meaning across multiple touch points.

We have studies on file with results that shook brands out of a slumber. January 2018

Marketing and specifically brand related research has recently (over the past two decades) became more | culture centric | as evidenced by articles in publications like The Journal of Consumer Research. Semiotic research investigates how consumers construct their reality by means of discourse [Oswald, Laura R. Creating Value: The Theory and Practice of Marketing Semiotics Research. OUP Oxford.]

In my experience as an advertising researcher it is foolish to do any research without a solid understanding of the semiotic context.




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If you are in Advertising in South Africa and...

you would like to know how Syntagm Research can help you

send an email to [email protected], or

Call me now on 082 4567031

Semiotics in advertising

C O N J O I N T ANALYSIS | ...accounts for the contribution to brand value of the value proposition.

We have studies on file with results that shook brand managers out of their slumber. January 2018




×

Need more information?

If you are in Advertising in South Africa and...

you would like to know how Syntagm Research can help you

send an email to [email protected], or

Call me now on 082 4567031


Conjoint Analysis

Research | Conjoint Analysis and other MVA Tools

Value Proposition Construction, 2018

Conjoint analysis is a statistical technique used in market research to determine how people value different attributes (feature,function, benefits) that make up an individual product or service.

The objective of conjoint analysis is to determine what combination of a limited number of attributes is most influential on respondent choice or decision making. A controlled set of potential products or services is shown to respondents and by analyzing how they make preferences between these products, the implicit valuation of the individual elements making up the product or service can be determined. These implicit valuations (utilities or part-worths) can be used to create market models that estimate market share, revenue and even profitability of new designs.

Syntagm Research has been managing SawTooth Conjoint Value Analysis solutions for advertising over several decades.

I am also a trained, experienced and practicing Semiotician. If you don't understand semiotics skip the next bit.

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Virtual Assistant |Local & Remote

MultiSkilled Assistance 2018

You may think that a virtual assistant is an unnecessary luxury but in reality it is a necessity. It is also a profitable investment that will make you money in the long run.

Those are the money-making and business-growth activities that only you can do. Once you have identified those 3-5 daily must-do-tasks; give everything else away.

THINKING | Aloud about South Africa Today

The broader research insights I have (dubious as they might be) apply to the place I live in too.

The Thermodynamic View
The Semiotic View
The Socioverse View
Strategy is a syntagm of choices from the paradigms of positions to occupy and performance outcomes to pursue.

About Syntagm

We've been around a few decades and we reinvent continuously. More recently synAPPS has been creating bespoke solutions for Agriculture.

About Chains of Custody

Transparency in a world drowning in fake news is going to become a source of competitive advantage

A brand that delivers a single version of the truth will be a distinctive sought-after brand.

Abandon Wishful Thinking about Labels

"...let us never delude ourselves that they capture the whole story or that they do not often bring serious unintended downsides".

Steve New | University of Oxford - Said Business School

Conjoint Analysis and other multivariate statistical tools and Strategy facilitation still remains the larger part of the core competencies offered.

We connect Physical Objects to the Digital World and Brands to the cultural world.

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This site uses the latest W3.CSS coding practices and is work-in-progress. Be patient. Keep Calm.


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