Can Multiple New-Product Messages Attract Different Consumer Segments? Gaming Advertisements’ Interaction with Targets Affects Brand Attitudes and Purchase Intentions

A fundamental principle of marketing suggests that optimal marketing effectiveness results from designing and positioning a product specifically to attract a particular targeted market segment.

Can Multiple New-Product Messages Attract Different Consumer Segments? Gaming Advertisements’ Interaction with Targets Affects Brand Attitudes and Purchase Intentions

Frank Alpert

University of Queensland

M. Kim Saxton

Kelley School of Business Indiana University

MANAGEMENT SLANT

  • Two consumer segments can be targeted with the same product as long as advertisements are created to target each segment.
  • There is negative backlash when one segment sees its dedicated advertisement, followed by an advertisement for the other segment.
  • Yet, perceptions of the product are enhanced if the segment sees the two advertisements as interacting to provide more information.
  • Advertisements should be released for the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands