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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...

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Bibliographic Details
Main Author: De Run, Ernest Cyril
Format: Article
Language:English
Published: Faculty of Business and Management ; UiTM Press 2007
Subjects:
Sarawak
Online Access:http://ir.uitm.edu.my/id/eprint/11438/1/AJ_%20ERNEST%20CYRIL%20DE%20RUN%20JIBE%2007.pdf
http://ir.uitm.edu.my/id/eprint/11438/
https://jibe.uitm.edu.my/
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id my.uitm.ir.11438
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spelling my.uitm.ir.114382016-11-30T08:05:17Z http://ir.uitm.edu.my/id/eprint/11438/ Unintended effects of targeted advertisements : a test on Sarawakian Chinese / Ernest Cyril De Run De Run, Ernest Cyril Sarawak 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 advertisement. Unintended consequences such as negative attitudinal, emotional, and behavioral reactions may occur. This article tests these effects based on relevant theories in the communication and advertising literature on a distinct nondominant ethnic group (Chinese) in Sarawak, Malaysia. The study utilizes questionnaires based on a fictitious advertisement. The findings suggest that there are negative attitudinal, emotional, and behavioral reactions by those not targeted who see these advertisements. Faculty of Business and Management ; UiTM Press 2007 Article PeerReviewed text en http://ir.uitm.edu.my/id/eprint/11438/1/AJ_%20ERNEST%20CYRIL%20DE%20RUN%20JIBE%2007.pdf De Run, Ernest Cyril (2007) Unintended effects of targeted advertisements : a test on Sarawakian Chinese / Ernest Cyril De Run. Journal of International Business, Economics and Entrepreneurship (JIBE), 13 (1). pp. 1-18. ISSN 0128-7494 https://jibe.uitm.edu.my/
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
topic Sarawak
spellingShingle Sarawak
De Run, Ernest Cyril
Unintended effects of targeted advertisements : a test on Sarawakian Chinese / Ernest Cyril De Run
description 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 advertisement. Unintended consequences such as negative attitudinal, emotional, and behavioral reactions may occur. This article tests these effects based on relevant theories in the communication and advertising literature on a distinct nondominant ethnic group (Chinese) in Sarawak, Malaysia. The study utilizes questionnaires based on a fictitious advertisement. The findings suggest that there are negative attitudinal, emotional, and behavioral reactions by those not targeted who see these advertisements.
format Article
author De Run, Ernest Cyril
author_facet De Run, Ernest Cyril
author_sort De Run, Ernest Cyril
title Unintended effects of targeted advertisements : a test on Sarawakian Chinese / Ernest Cyril De Run
title_short Unintended effects of targeted advertisements : a test on Sarawakian Chinese / Ernest Cyril De Run
title_full Unintended effects of targeted advertisements : a test on Sarawakian Chinese / Ernest Cyril De Run
title_fullStr Unintended effects of targeted advertisements : a test on Sarawakian Chinese / Ernest Cyril De Run
title_full_unstemmed Unintended effects of targeted advertisements : a test on Sarawakian Chinese / Ernest Cyril De Run
title_sort unintended effects of targeted advertisements : a test on sarawakian chinese / ernest cyril de run
publisher Faculty of Business and Management ; UiTM Press
publishDate 2007
url http://ir.uitm.edu.my/id/eprint/11438/1/AJ_%20ERNEST%20CYRIL%20DE%20RUN%20JIBE%2007.pdf
http://ir.uitm.edu.my/id/eprint/11438/
https://jibe.uitm.edu.my/
_version_ 1685648284059697152
score 13.211869

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