Unintended effects of targeted advertisements : a test on Sarawakian Chinese / Ernest Cyril De Run
The purpose of targeted advertising is to transmit a message from a sender directly to an intended, pre-chosen, and segmented audience who should prefer the targeted communication and respond favorably towards it. However, there is always the potential for other non-targeted groups to view the adver...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Faculty of Business and Management ; UiTM Press
2007
|
| Subjects: | |
| Online Access: | http://ir.uitm.edu.my/id/eprint/11438/ http://ir.uitm.edu.my/id/eprint/11438/ http://ir.uitm.edu.my/id/eprint/11438/1/AJ_%20ERNEST%20CYRIL%20DE%20RUN%20JIBE%2007.pdf |