Nontarget Markets and Viewer Distinctiveness: The Impact of Target Marketing on Advertising Attitudes

Aaker, Jennifer; Brumbaugh, Anne M.; Grier, Sonya A.

doi:10.1207/s15327663jcp0903_1

Cited by 240 publications

(88 citation statements)

References 38 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…When there is a high degree of personalization, consumers can more easily find the desired product, or to know the incentive timely, so they will think the ads are useful, attractive and incentive and therefore they will have lower degree of negative experience to the ads and have a lower tendency of advertising avoidance. This is consistent with previous studies, targeted advertising will increase the good feeling [40].…”

Section: Management Implicationssupporting

confidence: 94%

The Research of Influence Factors of Online Behavioral Advertising Avoidance

Li¹,

Huang²

2016

AJIBM

View full text Add to dashboard Cite

With the development of information technology, it's possible to deliver advertising more accurately. Online behavioral advertising (OBA) is a kind of advertising which tracks individual online behavior in order to deliver advertising tailored to his or her interests. However, consumers still avoid advertising with more precise delivery. We can't find out the measures which decrease OBA avoidance unless we know about the factors that influence the avoidance. This paper reviewed researches about advertising avoidance and built the model of OBA avoidance combining the characteristics of OBA. Goal Impediment, Perceived Personalization and Privacy Concern are the independent variables and Negative Experience is the intervening variable. The empirical study finds that Goal Impediment and Privacy Concern are related to OBA avoidance positively, and Perceived Personalization is related to OBA avoidance negatively.

show abstract

Section: Management Implicationssupporting

confidence: 94%

The Research of Influence Factors of Online Behavioral Advertising Avoidance

Li¹,

Huang²

2016

AJIBM

View full text Add to dashboard Cite

show abstract

“…Target Marketing and Customer Segmentation are so closely related that they are often used interchangeably. According to [16] and [17], target marketing refers to the grouping of buyers based on certain characteristics which the firms intend to serve. It has been referred to as a personal branding strategy in the context of a specific customer.…”

Section: Use Of Customer Segmentationmentioning

confidence: 99%

Approaches to Clustering in Customer Segmentation

Tripathi¹,

Bhardwaj²,

Poovammal³

2018

IJET

View full text Add to dashboard Cite

Customer Relationship Management(CRM) has always played a crucial role as a market strategy for providing organizations with the quintessential business intelligence for building, managing and developing valuable long-term customer relationships. A number of business enterprises have come to realize the significance of CRM and the application of technical expertise to achieve competitive advantage. This study explores the importance of Customer Segmentation as a core function of CRM as well as the various models for segmenting customers using clustering techniques. The available clustering models for customer segmentation, in general, and the major models of K-Means and Hierarchical Clustering, in particular, are studied and the virtues and vices of the techniques are pointed out. Finally, the possibility of developing a hybrid solution by the combination of the above two techniques, having the ability to outperform the individual models, is discussed.

show abstract

“…Our findings suggest that nostalgic advertising is relevant not only when marketing to middle‐aged adults but also works for those in their 30s who have just left the bump period. Although advertising campaigns need to be sensitive to the demographic of their target audience (Aaker, Brumbaugh, & Grier, ), it appears that bump‐related advertising is suitable for individuals across a wide range in adulthood.…”

Section: Discussionmentioning

confidence: 99%

Creating Nostalgic Advertising Based on the Reminiscence Bump: Diachronic Relevance and Purchase Intent

Choi

Morris

et al. 2016

Applied Cognitive Psychology

View full text Add to dashboard Cite

Nostalgic advertising uses images relevant to past periods in individuals' lives to market products. The current study examines the reminiscence bump in a new context: reactions to nostalgic advertising. We examine diachronic relevance and its influence on purchase intent using a 3 (time frame: bump advertisements, non-bump past advertisements, present-focused advertisements) × 2 (age group: Generation X, late-stage baby boomers) between-subject design. Results show that advertisements for a fictional camera brand (i.e., Optimax) that focus on a bump year (i.e., 15-24 years) have more diachronic relevance than advertisements from either a non-bump past year or present-focused advertisements. In addition, advertisements focused on bump years elicit greater intent to purchase the advertised product than non-bump past and present-focused advertisements. Analyses show that intent to purchase the product is fully mediated by diachronic relevance of the bump-year advertisement. These effects hold across both age groups.

show abstract

Nontarget Markets and Viewer Distinctiveness: The Impact of Target Marketing on Advertising Attitudes

Cited by 240 publications

References 38 publications

The Research of Influence Factors of Online Behavioral Advertising Avoidance

The Research of Influence Factors of Online Behavioral Advertising Avoidance

Approaches to Clustering in Customer Segmentation

Creating Nostalgic Advertising Based on the Reminiscence Bump: Diachronic Relevance and Purchase Intent

Contact Info

Product

Resources

About