En analyse af intelligenskompositioners indflydelse på modtagerens opfattelse af forskellige reklamegenrer

Cecilie Thomsen

Student thesis: Master thesis


To get the best result out of any marketing campaign, it is essential that you use resources to create insight of your targeted customer group. Knowing that there are many ways to analyze demographic variables, I will use a new variable to see if such insight, will give the marketers a competitive advantage, the new variable will be the customers´ different intelligence compositions. I will prepare a consumer survey consisting of four different printed advertisements. The survey will be designed to see how and if the seven intelligences each understand the intended message, the respective brands want to send by the advertisement. The four printed advertisements will be divided into two types of advertising identity; 1:1 advertisement and the open ended advertisement. I will be able to determine if any of the different intelligences understand either one or the other of the two types better. In addition, the four advertisements will be divided into high and low involvement products. The low involvement group will be exposed to women and the high involvement will be exposed to men. The analysis is built upon three theories; The Elaboration Likelihood Model (ELM), The Theory of Integrated Market Communications (IMC) and Howard Gardner´s theory of the seven intelligences, Multiple Intelligences (MI). The ELM model will be used to show how an advertisement can change the customer´s attitude toward a brand. The IMC model will be used only to demonstrate how important, infact essential, it is to market towards the customers optic. It is important that marketers understand that they have to talk with and not to the customer. It is also important to this theory that the marketer understand that all the parameters in the marketing mix must be consistent to make a coherent integrated communication plan for the campaign. Howard Gardner´s theory on the Multiple Intelligences will create an understanding on how different peoples´ minds work and how differently each individual understands the world and therefore how differently each person will receive a message in an ad.

EducationsMSc in Economics and Marketing, (Graduate Programme) Final Thesis
Publication date2011
Number of pages138