Get people looking for your advertising!

Phil Gullen

Argues for the targeting of consumers on the basis of their attitudes to advertising. In respect of each category and brand, consumers fall into one of four groups: Seekers, Reactors, Ignorers and Rejectors.

Get people looking for your advertising!

Ads need to be tailored to the target group's attitudes to advertising, argues Phil Gullen, Carat Insight, and media selected to fit

Phil Gullen

Wouldn't life be so much easier if people were actively looking for your advertising? If they paid attention during the commercial breaks to see if there were any new products you could offer them to try? If they read magazines with an eye out for your ad hoping to improve their knowledge or freshen up their ideas of what to buy on their next shopping trip? If they were actively...

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