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.
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Emerald Group Publishing Limited
2010
|
| Subjects: | |
| Online Access: | http://ir.unimas.my/71/ http://ir.unimas.my/71/1/ethnic%20advertising%20adolescents%20attitudes%20%28abstract%29.pdf |