I Hear You Knocking...Can Advertising Reach Everybody in the Target Audience?
Clive Nancarrow, Louise Edwards and Ian Bruce
The role of involvement as a mediator of advertising effectiveness is considered. A review of the literature demonstrates that the role may not be straightforward, especially taking into account factors built into advertising Planning Grids such as the FCB or Rossiter-Percy grids.
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...
