I Hear you Knocking … Can Advertising Reach Everybody in the Target Audience?

Abstract

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. An analysis is given of influences on an audience's predisposition to become involved, and of advertising features which encourage involvement. Advertising involvement, both general and with specific ads, is examined in depth, with special reference to the group of ‘rejectors’ (who are too big a group in most markets to be ignored). A research study (described) finds that quantitative ad pre-testing includes rejectors, who are less likely to become involved and therefore less likely to recall the advertising in tracking research. This lower recall among rejectors is a real phenomenon, not an artefact. However, rejectors of one medium (e.g. television) are usually not rejectors of (say) press or radio advertising, suggesting that mixed media planning may often give a much greater reach among a receptive audience. Winner of the ISBA Award at the 2002 Market Research Society Conference.