TY  - JOUR
AB  - 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.
VL  - 9
IS  - 1
SN  - 0736-3761
DO  - 10.1108/EUM0000000002593
UR  - https://doi.org/10.1108/EUM0000000002593
AU  - Sayre Shay
PY  - 1992
Y1  - 1992/01/01
TI  - Content Analysis as a Tool for Consumer Research
T2  - Journal of Consumer Marketing
PB  - MCB UP Ltd
SP  - 15
EP  - 25
Y2  - 2024/09/24
ER  -