Can advertising reach everybody?

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...