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Research papers

Lifestyles of the ad averse

This paper explores the attitudes and media behavior of consumers who claim to dislike advertising and therefore avoid their exposure to marketers' messages.From the findings a framework is proposed for evaluating advertising which strategists can...

Catalogue: WM3 2007
Authors: Grace Ann Bennett, Melissa Ross, Tom Willerer, Beth Uyenco
Companies: KANTAR TNS Malaysia, Microsoft
June 3, 2007
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Citation

Bennett, Ross, Willerer and Uyenco (2007a, June 03). Lifestyles of the ad averse. ANA - ESOMAR. Retrieved May 21, 2024, from


https://ana.esomar.org/documents/lifestyles-of-the-ad-averse