Can Multiple New-Product Messages Attract Different Consumer Segments? Gaming Advertisements’ Interaction with Targets Affects Brand Attitudes and Purchase Intentions
Frank Alpert
University of Queensland
M. Kim Saxton
Kelley School of Business Indiana University
MANAGEMENT SLANT
- Two consumer segments can be targeted with the same product as long as advertisements are created to target each segment.
- There is negative backlash when one segment sees its dedicated advertisement, followed by an advertisement for the other segment.
- Yet, perceptions of the product are enhanced if the segment sees the two advertisements as interacting to provide more information.
- Advertisements should be released for the...