The paper aim is to propose a simple approach to monitor and control a stage in the communication process too often neglected by the doctrine and operators: the encoding. The paper investigates the degree of coincidence/discordance between what is conveyed through the brief and what is actually said in the advertising and most probably understood by consumers.
Il controllo della pubblicità: uno strumento di verifica del messaggio
CORVI, Elisabetta;BONERA, Michelle
2010-01-01
Abstract
The paper aim is to propose a simple approach to monitor and control a stage in the communication process too often neglected by the doctrine and operators: the encoding. The paper investigates the degree of coincidence/discordance between what is conveyed through the brief and what is actually said in the advertising and most probably understood by consumers.File in questo prodotto:
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