Ethnic advertising: adolescents' attitudes towards target and non-target advertisements
The results indicate a significant group difference between target and non-target respondents to the advertisement. It also shows that ethnicity is a viable target variable for both majority and minority ethnic groups in Malaysia.
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| Main Authors: | , |
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| Format: | E-Article |
| Language: | English |
| Published: |
Emerald Group Publishing Limited
2010
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/71/1/ethnic%20advertising%20adolescents%20attitudes%20%28abstract%29.pdf http://ir.unimas.my/id/eprint/71/ |
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