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| Author: | Brace, I. Edwards, L. Nancarrow, C. |
| Title: | I hear you knocking... can advertising reach everybody in the target audience? |
| Journal: | International Journal of Market Research
2002 : VOL. 44:2, p. 193-211 |
| Index terms: | ADVERTISING ADVERTISING EFFECTIVENESS |
| Freeterms: | INVOLVEMENT |
| Language: | eng |
| Abstract: | 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. An analysis of influences on an audience's predisposition to become involved, as well as features of advertising likely to encourage involvement, is presented. |
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