Lex Van Meurs - Research-live.com
Lex Van Meurs - Research-live.com
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GfK Media Engagement of TV viewers and campaign effectiveness – <strong>Lex</strong> van <strong>Meurs</strong> 16 May 2011<br />
Low involvement processing: advertising for couch potatoes<br />
3<br />
• Low involvement processing (Robert<br />
Heath): advertising works also when we<br />
are not paying much attention.<br />
• Why engage consumers<br />
• Is advertising more effective if the<br />
audience is engaged
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