Outlines a method for using content analysis of print media toanswer questions about how to present products for effective consumeradvertising. Argues that the application of…
Abstract
Outlines a method for using content analysis of print media to answer questions about how to present products for effective consumer advertising. Argues that the application of content analysis to consumer research should become standard practice for marketers, using the perfume industry as a case example. Concludes that content analysis yields insights on how to integrate a product visually with its consumers to produce advertising that embodies relative values.