Targeted Advertising Unintended Effects (Paperback) (ISBN-13: 9783639061000)

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.

Author: Ernest Cyril De Run
ISBN-10: 3639061004
ISBN-13: 9783639061000
Publisher: VDM Verlag Dr. Mueller E.K.
Language: English
Published: 07/24/2008
Pages: 132
Format: Paperback
Weight: 0.41lbs
Size: 9.00h x 6.00w x 0.28d