I Hear You Knocking
Can Advertising Reach Everybody in the Target Audience?
Ian Brace Louise Edwards NFO BJM andProf. Clive Nancarrow Bristol Business School
Background
Involvement and advertising
Because audience involvement seems likely to influence or mediate the effectiveness of intended marketing communications, marketers have shown considerable interest in the phenomenon. If we could anticipate the degree and type of involvement a marketing communication or medium might enjoy with its target audience then one might better formulate communication strategy and tactics (see Krugman 1965 & 2000, Petty, Cacioppo & Schumann 1983; Rossiter & Percy 1991,...