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Title: Ad intrusiveness of location-based advertising: A virtual reconstruction
Author(s): Huhn, A.E.; Ketelaar, P.E. ; Khan, V.J.; Lucero, A.; Bouwknegt, H.
Publication year: 2012
In: Langner, T.; Okazaki, S.; Eisend, M. (ed.), Advances in advertising research. Vol. 3: Current insights and future trends, pp. 191-207
Publisher: Wiesbaden : Springer
ISBN: 9783834942906
DOI: https://doi.org/10.1007/978-3-8349-4291-3_15
Publication type: Part of book or chapter of book

Please use this identifier to cite or link to this item : http://hdl.handle.net/2066/102643   http://hdl.handle.net/2066/102643

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Editor(s): Langner, T.; Okazaki, S.; Eisend, M.
Subject: Communication and Media
Organization: SW OZ BSI CW
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
Abstract:
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).
Languages used: English (eng)

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