Content Analysis as a Tool for Consumer Research

Shay Sayre

43 citations0/0 files storedJournal of Consumer Marketing

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Marketing and Advertising Strategies Digital Marketing and Social Media Media, Gender, and Advertising

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.

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