Marketing Week16d
Choose your metaphors with care – they are more powerful than you think
Think carefully about the words you use in advertising copy as they could have an impact on the customer that you didn’t expect.
Harvard Business School7y
Seeing the Voice of the Customer: Metaphor-based Advertising Research
Zaltman, Gerald, and R. Coulter. "Seeing the Voice of the Customer: Metaphor-based Advertising Research." Journal of Advertising Research 35, no. 4 (July–August 1995): 35–51.
Harvard Business School7y
Interpreting Consumer Perceptions of Advertising: An Application of the Zaltman Metaphor Elicitation Technique
Coulter, Robin A., Gerald Zaltman, and Keith S. Coulter. "Interpreting Consumer Perceptions of Advertising: An Application of the Zaltman Metaphor Elicitation Technique." Journal of Advertising ...