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.