Construct · 1 fields · 1 citations

Rossiter-Percy grid: a standalone construct

One name. One construct. A landmark on the map.

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A single standalone construct; nearby constructs are located against it in the Collider. Tap a field for its definition, unit, and measures.

Advertising

an advertising planning grid that crosses brand awareness type and low or high involvement with informational or transformational purchase motives.

In advertising, Rossiter-Percy grid refers to an advertising planning grid that crosses brand awareness type and low or high involvement with informational or transformational purchase motives. This meaning comes from Rossiter (1991) in Journal of Advertising Research.[1]

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Nearby constructs

awareness3 fields · 5 citationsjingle · one word, three constructs grid4 fields · 4 citationsjingle · one word, four constructs involvement6 fields · 10 citationsjingle · one name, six constructs

References

Rossiter, J. R., Percy, L., & Donovan, R. J. (1991). A Better Advertising Planning Grid. Journal of Advertising Research, 31(5), 11-21. https://doi.org/10.1080/00218499.1991.12466787

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