Abstract: The study described the local radio advertisement through a textual analysis in terms of semantic marketing strategy and help improve and promote local businesses of small private and /or public business owners in Zamboanga Peninsula. The study revealed that semantics used in advertising is made in order to catch the listeners’ attention and to lure the minds and hearts of the consumers and customers. It would invite prospective consumers and customers to try the product which may create customer loyalty and patronage. These are effective tools which popularize products and services that are being advertised by companies and businesses and as such, they are of paramount importance. Advertisement has great impact to the listener and the entrepreneur.
Keywords: Decoding, Textual Analysis, Radio Advertisement, Semantic marketing.
Title: DECODING RADIO ADVERTISEMENTS: A TEXTUAL ANALYSIS OF SEMANTIC MARKETING
Author: Maria Blanca S. Sy, Ma. Belinda P. Torres
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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