EVALUATING THE IMPACT OF INCLUSIVE MARKETING DIMENSIONS ON ADVERTISING EFFECTIVENESS

Abstract

Inclusive marketing, as a type of marketing, nowadays is often used by companies to enhance their advertising effectiveness and establish stronger connections with diverse consumer groups. Although inclusive marketing is widely actualized in many scientific studies of recent years, there is still a lack of clarity about which dimensions of inclusivity most effectively impact consumer responses and advertising effectiveness. Considering the above circumstances, the research problem is stated: how to use inclusive marketing to increase the effectiveness of advertising? Therefore, the aim of the paper is to evaluate the impact of different dimensions of inclusive marketing on the effectiveness of advertising. To reach the aim, research methods of literature analysis, quantitative research using questionnaire as an instrument and Friedman's test with descriptive statistical analysis methods were used. Research results showed that all dimensions of inclusive marketing have a statistically significant effect on the different stages of the advertising affect hierarchy. All dimensions have a significant effect on advertising effectiveness at the cognitive and affective stages of advertising perception; none of the dimensions has a significant effect at the conative stage.