Ad intrusiveness of location-based advertising: A virtual reconstruction
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Wiesbaden : Springer
InLangner, T.; Okazaki, S.; Eisend, M. (ed.), Advances in advertising research. Vol. 3: Current insights and future trends, pp. 191-207
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Langner, T.; Okazaki, S.; Eisend, M. (ed.), Advances in advertising research. Vol. 3: Current insights and future trends
SubjectCommunication and Media
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).
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