The Effective Use of Semiotics in Marketing Communication to Create Product Relevance Through Naming Strategy

DOI

10.2991/aebmr.k.220501.026How to use a DOI?

Keywords

Marketing communication; semiotics; naming strategy

Abstract

Marketing communication effort employs various tools to garner brand identity and its relevance to its audience to increase sales. However, marketing communication tools such as advertising are often expensive, and other promotional tools are not necessarily beneficial in the market segment that is specification dependent where product from competing vendor offers the same function. As such brand identity is the sole differentiator between vendor in the category. One way to mitigate the issue is to use structural semiotics that puts attribution of the product right in the name of the product or brand itself, creating direct correlation at a glance. In this research, using phenomenological approach on a focus group study, it is found that semiotic use in naming strategy is very much preferred by the audience to easily identifies products that suits their needs. This in turn reduce cost of marketing communication effort but still create product relevance to the target audience.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

Download article (PDF)

TY  - CONF
AU  - Michael Adhi Nugroho
PY  - 2022
DA  - 2022/05/11
TI  - The Effective Use of Semiotics in Marketing Communication to Create Product Relevance Through Naming Strategy
BT  - Proceedings of the tenth International Conference on Entrepreneurship and Business Management 2021 (ICEBM 2021)
PB  - Atlantis Press
SP  - 163
EP  - 169
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220501.026
DO  - 10.2991/aebmr.k.220501.026
ID  - Nugroho2022
ER  -