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 or mediate the effectiveness of intended marketing communications, marketers have shown considerable interest in the phenomenon. If we could anticipate the degree and type of involvement a marketing communication or medium might enjoy with its target audience then one might better formulate communication strategy and tactics (see Krugman 1965 & 2000, Petty, Cacioppo & Schumann 1983; Rossiter & Percy 1991,...

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