Economic theory

Semantic mapping technique: development of advertising content

Economic Annals-XXI

Economic Annals-ХХI: Volume 194, Issue (11-12), Pages: 96-103

Citation information:
Tkhorikov, B., Pirogova, M., Zaharov, V., Gerasimenko, O., & Osadchaya, S. (2021). Semantic mapping technique: development of advertising content. Economic Annals-XXI, 194(11-12), 96-103. doi: https://doi.org/10.21003/ea.V194-12

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Boris Tkhorikov
D.Sc. (Economics),
Professor,
Head, Department of Management and Marketing,
Belgorod State National Research University
85 Pobedy Str., Belgorod, 308015, Russian Federation
tkhorikov@bsu.edu.ru
ORCID ID: https://orcid.org/0000-0001-6451-1123

Marina Pirogova
PhD Student (Economics),
Department of Management and Marketing,
Belgorod State National Research University
85 Pobedy Str., Belgorod, 308015, Russian Federation
pirogochek-m@mail.ru
ORCID ID: https://orcid.org/0000-0003-0213-7169

Victor Zakharov
D.Sc. (Economics),
Professor,
Director, Institute of Economics and Management,
Belgorod State National Research University
85 Pobedy Str., Belgorod, 308015, Russian Federation
zakharov@bsu.edu.ru
ORCID ID: https://orcid.org/0000-0001-9757-1798

Olga Gerasimenko
PhD (Economics),
Associate Professor of the
Department of Management and Marketing,
Belgorod State National Research University
85 Pobedy Str., Belgorod, 308015, Russian Federation
gerasimenko@bsu.edu.ru
ORCID ID: https://orcid.org/0000-0003-4929-8867

Svetlana Osadchaya
PhD (Economics),
Associate Professor of the
Department of Management and Marketing,
Belgorod State National Research University
85 Pobedy Str., Belgorod, 308015, Russian Federation
osadchaya@bsu.edu.ru
ORCID ID: https://orcid.org/0000-0002-1413-4072

Semantic mapping technique: development of advertising content

Abstract. The paper considers author’s technique named Semantic Mapping intended for the development of advertising content. The technique was developed using interdisciplinary approach – neuromarketing, swarm intelligence, sensory, behavioral and experiential marketing focusing on imaginative thinking and emotional reactions of consumers essential in advertising content. This allows to create viral content based on creative decisions interesting to the audience and applicable to omnichannel communication. Advertising content is created in three stages: determining the limitations of advertising effectiveness, formulating the key idea (content), creating and testing the advertising. The Semantic Mapping technique can be used in marketing activities of various companies, including small businesses, and is notable for its low labor intensity and low budget.

Keywords: Advertising Content; Advertising Effectiveness; Content Creation Technique; Swarm Intelligence; Neuromarketing; Semantic Mapping

JEL Classifications: A11; A13; C02; C20

Acknowledgements and Funding: The authors received no direct funding for this research.

Contribution: The authors contributed equally to this work.

Data Availability Statement: The dataset is available from the authors upon request.

DOI: https://doi.org/10.21003/ea.V194-12

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Received 6.07.2021
Received in revised form 19.08.2021
Accepted 29.08.2021
Available online 27.12.2021

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