Ethnic advertising: adolescents' attitudes towards target and non-target advertisements

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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.

Bibliographic Details
Main Authors:	Muhammad Mohsin, Butt, Ernest Cyril, de Run
Format:	Article
Language:	English
Published:	Emerald Group Publishing Limited 2010
Subjects:	AC Collections. Series. Collected works H Social Sciences (General) HM Sociology
Online Access:	http://ir.unimas.my/id/eprint/71/ http://ir.unimas.my/id/eprint/71/1/ethnic%20advertising%20adolescents%20attitudes%20%28abstract%29.pdf

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