I Hear You Knocking
Can Advertising Reach Everybody in the Target Audience?
Ian Brace, and Louise Edwards, NFO BJM andClive Nancarrow, Bristol Business School UWE
Winner of the ISBA award at the 2002 Market Research Society Conference
Background
Involvement and advertising
Because audience involvement seems likely to influence or mediate the effectiveness of intended marketing communications, marketers have shown considerable interest in the phenomenon. If we could anticipate the degree and type of involvement a marketing communication or medium might enjoy with its target audience then one might better...