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Investigating the power of imagery in marketing communication: evidence‐based techniques

Investigating the power of imagery in marketing communication: evidence‐based techniques Visual imagery has potentially powerful effects on human psychology and physiology, affecting ideas, perceptions, beliefs, feelings, behaviour and health. It plays a central role in most advertising, especially posters, print and TV, but also radio through the ability of language and description to conjure up images internally. In order to investigate the effects of imagery and devise appropriate tools to analyse its influence on the consumer, we need an understanding of the mechanisms involved. Techniques that are grounded in knowledge and theory have greater validity and credibility as to their effectiveness, and can give clients more confidence when buying qualitative research. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Qualitative Market Research: An International Journal Emerald Publishing

Investigating the power of imagery in marketing communication: evidence‐based techniques

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Publisher
Emerald Publishing
Copyright
Copyright © 2002 MCB UP Ltd. All rights reserved.
ISSN
1352-2752
DOI
10.1108/13522750210432977
Publisher site
See Article on Publisher Site

Abstract

Visual imagery has potentially powerful effects on human psychology and physiology, affecting ideas, perceptions, beliefs, feelings, behaviour and health. It plays a central role in most advertising, especially posters, print and TV, but also radio through the ability of language and description to conjure up images internally. In order to investigate the effects of imagery and devise appropriate tools to analyse its influence on the consumer, we need an understanding of the mechanisms involved. Techniques that are grounded in knowledge and theory have greater validity and credibility as to their effectiveness, and can give clients more confidence when buying qualitative research.

Journal

Qualitative Market Research: An International Journal – Emerald Publishing

Published: Sep 1, 2002

Keywords: Advertising; Marketing communications; Qualitative techniques; Evidence; Psychology

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