Exploitation To Engagement:
The role of market research in getting close to niche targets
Victoria Brooks Fallon London
Introduction
I regret to inform you that this is not going to be the typical advertising paper about market research. I...
Exploitation to engagement
This paper uses a case study of an advertising campaign for a basketball brand to argue that applying a holistic involvement model to all participants in the marketing process produces the best results when targeting niche markets.
