Testing Real World Advertisements Language Cues Impact On Dominant And Non-Dominant Ethnic Groups: Comparing Malays And Indians In Malaysia
This paper sets out to extend current knowledge on targeted advertising effects by noting consequences on attitudinal and behavioral reactions on a real world advertisement campaign by Malay and Indian respondents. It uses Malay and English language as cues. This paper tests the effects based on rel...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universiti Malaysia Sarawak, (UNIMAS)
2010
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| Subjects: | |
| Online Access: | http://ir.unimas.my/78/ http://ir.unimas.my/78/ http://ir.unimas.my/78/1/testing%20real%20world%20advertisement%20%28abstract%29.pdf |