Read this article (German, 13.6 MB)Analysis of competition in advertising
The authors describe the application of content analysis for the analysis of competition in advertising. With the help of a category system which is tailored for motor advertising, it will be possible to form conclusions on the positioning of competition. In this way, market niches can be determined, providing important information for the company's own advertising strategy.
Source: Dmoch, T. und F. Wisniewski (2000) "Konkurrenzanalyse in der Werbung", Planung & Analyse, Vol. 27, Nr. 3, p. 50 - 55.
Read this article (German, 13.6 MB)
Return to publications