Can advertising reach everybody?

Louise Edwards and Ian Brace

This article is based on a paper presented at the annual conference of the Market Research Society. The authors introduce a study to understand the involvement of audiences for TV advertising and describe four segments - players, acceptors, uninvolved and rejecters.

Can Advertising Reach Everybody?

Ian BraceLouise Edwards NFO BJM and Clive Nancarrow Bristol Business School

 

Over the past 30 years, a great deal of research has been conducted into how audience involvement influences the effectiveness of marketing communications. If advertisers could anticipate the degree and type of involvement a marketing communication or medium might enjoy with its target audience, then they might better formulate strategy and tactics. Here, we look at the issue of effective targeting in advertising and analyse how audience involvement in a marketing campaign may be increased.

Past research has indicated...

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