Open Daily: 10am - 10pm | Alley door pickup 10am - 7pm 3038 Hennepin Ave Minneapolis, MN
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  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
Targeted Advertising Unintended Effects

Targeted Advertising Unintended Effects

Cyril De Run, Ernest

Paperback

Marketing

ISBN10: 3639061004
ISBN13: 9783639061000
Publisher: Blues Kids Of Amer
Published: Jul 24 2008
Pages: 132
Weight: 0.41
Height: 0.28 Width: 6.00 Depth: 9.00
Language: English
Although advertising has been a major area of study in marketing, li-mited research investigating the unintended effects of targeted adver-tising beyond social and moral issues has been conducted. This research contributes to the current body of knowledge by examining the unintended effects of ethnically targeted advertising on ethnic groups that are not targeted, but who are still likely to see the advertising. The research also develops a holistic model for measuring the effects of targeted advertising using four variables; emotions, attitude to the advertisement, attitude to the company and behavioral intentions. The conceptual basis of the model is accommodation theory, which allows for different levels of targeting based on the language mix used in advertisements. The model was tested on three different ethnic groups in Malaysia, namely the Malays, Chinese, and Iban.

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