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...
