MCS 3620 Lecture Notes - Lecture 9: Semiotics, Content Analysis

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 3620
• Professor: Timothy Dewhirst

Document Summary

Quadrant 1 and 2: high involvement: typically expensive and not purchased very often (houses, cars), the consumer is likely to do a lot of research, and put in a lot of time and effort! Quadrant 3 and 4: low involvement: quick + purchase is not as important (chips, a bag of pens)! The fcb grid recommends that with expensive, rational purchases the advertiser should provide more information. If you look at the advertisements for the beetle (in the powerpoint slides) they do the opposite however they are still very successful. (it all depends on the product and its reputation). Traditional communication process: there are many levels of meaning and when sending a message it may not be received in the, the purpose of communication in advertising is to either:! way it was intended. Content analysis: more objective, quantitative (used in brand comparison)!