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

• Main Authors: Muhammad Mohsin, Butt, Ernest Cyril, de Run
• Format: E-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/71/1/ethnic%20advertising%20adolescents%20attitudes%20%28abstract%29.pdf; http://ir.unimas.my/id/eprint/71/

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.