语义映射技术:广告内容的开发

IF 0.6 Q2 Social Sciences Economic Annals-XXI Pub Date : 2021-12-27 DOI:10.21003/ea.v194-12
B. Tkhorikov, Marina Pirogova, Victor Zakharov, O. Gerasimenko, S. Osadchaya
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引用次数: 0

摘要

本文考虑了作者提出的语义映射技术,旨在开发广告内容。该技术是使用跨学科方法开发的——神经营销、群体智能、感官、行为和体验营销,重点关注广告内容中消费者的想象力思维和情感反应。这允许根据观众感兴趣的创造性决策创建病毒式内容,并适用于全渠道传播。广告内容的创建分为三个阶段:确定广告效果的局限性、制定关键思想(内容)、创建和测试广告。语义映射技术可以用于包括小企业在内的各种公司的营销活动,并且以其低劳动强度和低预算而闻名。
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Semantic mapping technique: development of advertising content
The paper considers author’s technique named Semantic Mapping intended for the development of advertising content. The technique was developed using interdisciplinary approach - neuromarketing, swarm intelligence, sensory, behavioral and experiential marketing focusing on imaginative thinking and emotional reactions of consumers essential in advertising content. This allows to create viral content based on creative decisions interesting to the audience and applicable to omnichannel communication. Advertising content is created in three stages: determining the limitations of advertising effectiveness, formulating the key idea (content), creating and testing the advertising. The Semantic Mapping technique can be used in marketing activities of various companies, including small businesses, and is notable for its low labor intensity and low budget.
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来源期刊
Economic Annals-XXI
Economic Annals-XXI ECONOMICS-
CiteScore
1.50
自引率
0.00%
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0
期刊介绍: The Economic Annals-XXI Journal – recognized in Ukraine and abroad scientific-analytic edition. Scientific articles of leading Ukrainian and other foreign scientists, postgraduate students and doctorates, deputies of Ukraine, heads of state and local authorities, materials of scientific conferences and seminars; reviews on scientific monographs, etc. are regularly published in this Journal.
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