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CTM relevance

Date of publication: June 20, 2003

Catalogue: ESOMAR/ARF WAM Conference 2003: Out of Home/Ambient Media

Authors: Michael Zeman, Christian Kugel

Abstract:

The research explained in this paper seeks to address some of the unanswered questions relating to how receptivity to online advertising fluctuates depending on the underlying motivations of Internet users.This study recognizes that one of the key unique attributes of the Internet is that users can perform a great range of activities online - activities spurred and fueled by very specific motivations. Ultimately, the goal of this research is to help marketers understand how these various motivations relate to receptivity to online advertising.

Michael Zeman

Author

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Christian Kugel

Author

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Zeman and Kugel (2003a, June 20). CTM relevance . ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/product-relevance-as-basis-for-market-defragmentation-and-strategic-decision-making