Ad intrusiveness of location-based advertising - A virtual reconstruction

A.E. Hühn, P. Ketelaar, J.V. Khan, A. Lucero, M. Gisbergen van, H. Bouwknegt

Onderzoeksoutput: Hoofdstuk in Boek/Rapport/CongresprocedureHoofdstukProfessioneel

Samenvatting

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).
Originele taal-2Engels
TitelAdvances in advertising research
RedacteurenM. Eisend, T. Langner, S. Okazaki
UitgeverijGabler Verlag
Pagina's191-207
VolumeIII
ISBN van elektronische versie978-3-8349-4291-3
ISBN van geprinte versie978-3-8349-4290-6
DOI's
StatusGepubliceerd - 2012

Publicatie series

NaamEuropean Advertising Academy

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Citeer dit

Hühn, A. E., Ketelaar, P., Khan, J. V., Lucero, A., Gisbergen van, M., & Bouwknegt, H. (2012). Ad intrusiveness of location-based advertising - A virtual reconstruction. In M. Eisend, T. Langner, & S. Okazaki (editors), Advances in advertising research (Vol. III, blz. 191-207). (European Advertising Academy). Gabler Verlag. https://doi.org/10.1007/978-3-8349-4291-3_15