Exploitation to engagement

This paper uses a case study of an advertising campaign for a basketball brand to argue that applying a holistic involvement model to all participants in the marketing process produces the best results when targeting niche markets.

Exploitation To Engagement:

The role of market research in getting close to niche targets

Victoria Brooks Fallon London


I regret to inform you that this is not going to be the typical advertising paper about market research. I looked to Rupert Howell and Mark Earls' MRS papers from 2001 to gauge the common admentalkingtomarketresearchers tone and was surprised at how boldly both of them challenged the market research industry without turning that same challenge upon themselves. We in the advertising industry are just as responsible for creative market research as you; however, the years of criticism...

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