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publisher's version
Publication year
2012Publisher
Wiesbaden : Springer
ISBN
9783834942906
In
Langner, T.; Okazaki, S.; Eisend, M. (ed.), Advances in advertising research. Vol. 3: Current insights and future trends, pp. 191-207Publication type
Part of book or chapter of book

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Editor(s)
Langner, T.
Okazaki, S.
Eisend, M.
Organization
SW OZ BSI CW
Languages used
English (eng)
Book title
Langner, T.; Okazaki, S.; Eisend, M. (ed.), Advances in advertising research. Vol. 3: Current insights and future trends
Page start
p. 191
Page end
p. 207
Subject
Communication and MediaAbstract
An important problem for advertisers is the general tendency to avoid advertising (Li et al., 2002; McCoy et al., 2008; Zanot, 1984). Ads typically get the 'blame' that they do not meet the goals and desires of consumers, thus the commercial message is perceived as disturbing and therefore avoided (Li et al., 2002, McCoy et al., 2008; Speck and Elliott, 1997). In order to reduce interference and ad avoidance, advertisers must use forms of marketing which reflect the situation of the consumer (Cho and Cheon, 2004).
This item appears in the following Collection(s)
- Academic publications [227437]
- Electronic publications [107154]
- Faculty of Social Sciences [28417]
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