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| Audience Analysis | 1 |
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| Ramaprasad, Jyotika | 1 |
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Download full textRamaprasad, Jyotika – 1994
A study examined Malaysian students' involvement with purchasing, with branded products, and with themselves as well as their responses to and beliefs about advertising, by ethnic group. Subjects, 387 students at a university in Penang, Malaysia, completed questionnaires measuring their responses to advertising. Results indicated a relatively high…
Descriptors: Advertising, Audience Analysis, Consumer Economics, Foreign Countries
