I Hear You Knocking
Can Advertising Reach Everybody in the Target Audience?
Ian Brace, and Louise Edwards, NFO BJM andClive Nancarrow, Bristol Business School UWE
I Hear You Knocking…Can Advertising Reach Everybody in the Target Audience?
Discusses the role of audience involvement in achieving advertising effectiveness. A literature review shows that the role may not be straightforward, especially taking into account factors built into planning grids such as the FCB or Rossiter-Percy grids.
