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.
  

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...