The importance of contextualisation in interpreting consumer needs

Date of publication: January 30, 2005


The primary objective of this paper is to highlight the importance of understanding the context within which consumer needs are expressed and how this influences the type and tonality of communication strategies and campaigns. In essence the authors argue that it is not sufficient to understand consumer needs in isolation, they have to be placed in the relevant context in order for them to be meaningful and practical for marketers and advertisers.

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