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.
  

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

Winner of the ISBA award at the 2002 Market Research Society Conference

Background...