Unintended effects of targeted advertisements : a test on Sarawakian Chinese / Ernest Cyril De Run

• 主要作者: De Run, Ernest Cyril
• 格式: Article
• 語言: English
• 出版: Faculty of Business and Management ; UiTM Press 2007
• 主題: Sarawak
• 在線閱讀: http://ir.uitm.edu.my/id/eprint/11438/1/AJ_%20ERNEST%20CYRIL%20DE%20RUN%20JIBE%2007.pdf; http://ir.uitm.edu.my/id/eprint/11438/; https://jibe.uitm.edu.my/

The purpose of targeted advertising is to transmit a message from a sender directly to an intended, pre-chosen, and segmented audience who should prefer the targeted communication and respond favorably towards it. However, there is always the potential for other non-targeted groups to view the adver...