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Kinra, 1997 - Google Patents

The communicative effectiveness of ethnically oriented advertising

Kinra, 1997

Document ID
17408102534454637952
Author
Kinra N
Publication year
Publication venue
International Journal of Advertising

External Links

Snippet

A study conducted on Asian ethnic consumers in the UK showed ethnic origin to be a major segmentation variable in differentiating ethnic and white intergroup responses to four different executions of advertising copy incorporating different levels of ethnic appeal. The …
Continue reading at www.tandfonline.com (other versions)

Classifications

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