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Title: Study on the use of ethnic priming and target marketing on the attitudes towards models in print media.
Authors: Seah, Lynn Kia Leng.
Lin, Kejin.
Liao, Joan Huanting.
Keywords: DRNTU::Business::Advertising
Issue Date: 2004
Abstract: Prior studies have shown that ethnicity of models moderate consumer response to targeted advertising. Our research extends this finding by showing how ethnic priming and target marketing can be effectively used in print media on Singaporean Chinese.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

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