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2012 | OriginalPaper | Buchkapitel

Ad Intrusiveness of Location-Based Advertising – A Virtual Reconstruction

verfasst von : Arief Ernst Hühn, Paul Ketelaar, Vassilis-Javed Khan, Andrés Lucero, Marnix van Gisbergen, Hans Bouwknegt

Erschienen in: Advances in Advertising Research (Vol. III)

Verlag: Gabler Verlag

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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).

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Titel: Ad Intrusiveness of Location-Based Advertising – A Virtual Reconstruction
verfasst von: Arief Ernst Hühn
Paul Ketelaar
Vassilis-Javed Khan
Andrés Lucero
Marnix van Gisbergen
Hans Bouwknegt
Verlag: Gabler Verlag
Buch: Advances in Advertising Research (Vol. III)
Print ISBN: 978-3-8349-4290-6

Electronic ISBN: 978-3-8349-4291-3

Copyright-Jahr: 2012
DOI: https://doi.org/10.1007/978-3-8349-4291-3_15