The indications of integration in the structure of advertising text and its relation to the attitude toward the brand

By analysing the structure of a number of advertising texts indicative to monitor the relative weights of the semantic fields associated with the trademark identity features that they express, it was possible to determine the extent of the success of the advertising text in achieving adaptation to the requirements and proposals of integrated marketing communications by presenting a consistent image of the brand. The analysis proved that trademarks that have achieved advanced levels of clarity and firmness, represented by awareness of the mark and its mental image, have achieved a greater degree of correlation between the features of their identity and the meanings and perceptions contained in their advertising texts. This correlation is an indication of the response of those advertising texts to the complementarity requirements summarized by the integrated marketing communications proposals.
The effect of exposure to the advertisements of five brands, with different indications of complementarity contained in the structure of their texts, was tested on the formation of positive attitudes in the evaluation of the brand through semantic analysis to extract a set of perceptions presented by those advertisements about the nature of the brand, and then formulating perceptions and meanings that complement the features Brand identity in an attitudes scale for the purpose of testing the relationship of receiving those perceptions with the positive attitudes of the Egyptian public towards the brand.