COM 239 Lecture Notes - Lecture 4: Semiotics, Media Planning, Arthur Asa Berger
17 Feb 2017
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Semiotics: the study of signs and symbols and their use or interpretation. Nothing exists unless people give it a name. Things mean things and we talk about them . Semiotics and marketing: marketing"s role encompasses . Management of entire circulatory path from marketing research to product creation to distribution channel selection, etc: marketing = entire ecosystem. Communicators are responsible for all the culture inside and outside the organization: external = how the organization is seen, internal = how employees respond to the culture of the organization. Paco underhill smarter supermarket shopping : why we buy , appealing to our senses is what sells products. Touch: we are responsible for our own shopping patterns , all stores are planned out . What is marketing: product creation, distribution channel selection and management, pricing to advertising generation, media planning, point-of-sale promotion, merchandising, setting terms of exchange, administrating sales and after-sales service.
