search query: @indexterm Advertising / total: 1883
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| Author: | Truong, Y. Simmons, G. |
| Title: | Perceived intrusiveness in digital advertising: strategic marketing implications |
| Journal: | Journal of Strategic Marketing
2010 : JUN, VOL. 18:3, p. 239-256 |
| Index terms: | advertising digital technology internet mobile commerce marketing management media selection |
| Language: | eng |
| Abstract: | The growth of advertising that utilizes digital media has lead to that negative consumer perceptions relating to intrusiveness are believed to be challenging the claimed added-value of this medium over traditional media. There has been little empirical work addressing inherent strategic marketing challenges. Building from this, internet and mobile digital media platforms form the locus of a qualitative study of 20 consumers. It explores perceptions of digital advertising within the intrusiveness context. The findings of the study present strategic marketing implications for marketing managers. |
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