Ad intrusiveness of location-based advertising - A virtual reconstruction

A.E. Hühn; Paul E. Ketelaar; J.V. Khan; A. Lucero; M. Gisbergen van; H. Bouwknegt

doi:10.1007/978-3-8349-4291-3_15

Ad intrusiveness of location-based advertising - A virtual reconstruction

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

Onderzoeksoutput: Hoofdstuk in Boek/Rapport/Congresprocedure › Hoofdstuk › Professioneel

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-2	Engels
Titel	Advances in advertising research
Redacteuren	M. Eisend, T. Langner, S. Okazaki
Uitgeverij	Gabler Verlag
Pagina's	191-207
Volume	III
ISBN van elektronische versie	978-3-8349-4291-3
ISBN van geprinte versie	978-3-8349-4290-6
DOI's	https://doi.org/10.1007/978-3-8349-4291-3_15
Status	Gepubliceerd - 2012

Publicatie series

Naam	European Advertising Academy

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10.1007/978-3-8349-4291-3_15

Citeer dit

Hühn, A. E., Ketelaar, P. E., 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

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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).",

author = "A.E. H{\"u}hn and Ketelaar, \{Paul E.\} and J.V. Khan and A. Lucero and \{Gisbergen van\}, M. and H. Bouwknegt",

year = "2012",

doi = "10.1007/978-3-8349-4291-3\_15",

language = "English",

isbn = "978-3-8349-4290-6",

volume = "III",

series = "European Advertising Academy",

publisher = "Gabler Verlag",

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Ad intrusiveness of location-based advertising - A virtual reconstruction. / Hühn, A.E.; Ketelaar, Paul E.; Khan, J.V. et al.
Advances in advertising research. reds. / M. Eisend; T. Langner; S. Okazaki. Vol. III Gabler Verlag, 2012. blz. 191-207 (European Advertising Academy).

Onderzoeksoutput: Hoofdstuk in Boek/Rapport/Congresprocedure › Hoofdstuk › Professioneel

TY - CHAP

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AB - 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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Ad intrusiveness of location-based advertising - A virtual reconstruction

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