Ernest Cyril , de Run

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Ethnicallytargetedadvertising265Asia Pacific Journal of Marketingand LogisticsVol. 19 No. 3, 2007pp. 265-285# Emerald Group Publishing Limited1355-5855DOI 10.1108/13555850710772932Received April 2006Revised August 2006Accepted September 2006Ethnically targeted advertising:views of those not targetedErnest Cyril de RunFaculty of Economics and Business, Universiti Malaysia Sarawak, Sarawak,MalaysiaAbstractPurpose – This paper sets out to extend current knowledge on advertising effects on those nottargeted by noting unintended consequences on attitudinal, emotional, and behavioral reactions.Design/methodology/approach – This paper tests these effects based on relevant theories in thecommunication and advertising literature on two distinct ethnic groups (Malay and Chinese) in KualaLumpur, Malaysia utilizing questionnaires based on a fictitious advertisement for the dominant andnon-dominant ethnic group in Malaysia. The advertisement used was for a fictitious can of drink andits design was common in Malaysia. Data collected were analyzed using Manova, General LinearModel, and Bonferoni.Findings – There were negative attitudinal, emotional, and behavioral reactions by those nottargeted who saw these advertisements.Research limitations/implications – One limitation is that the study used two differentadvertisements, but each respondent saw only one. The advertisement was also for a fictitiousproduct. Future research will benefit from further improvements (impact of product type oradvertisement format) and replication of other ethnic groups or targeted groups.Practical implications – A practical implication is the importance of predetermining theappropriate use of language and dominance of the targeted group. Targeted communications strategymay not be the most effective method of communicating with a specific ethnic group in a pluralsociety.Originality/value – The major contribution of this paper consists of the determination of negativeeffects of advertising on those not targeted, and the finding that the level of dominance plays a role inconsumers’ reactions towards targeted advertising. The paper is of value to advertisers, researchersin advertising, and social science scientists.Keywords Advertising, Target markets, Ethnic groups, Chinese people, MalaysiaPaper type Research paperIntroductionThe issue of standardization or adaptation of advertisements has long been discussedin the marketing field (Agrawal, 1995; Laroche et al., 2001; Pae et al., 2002;Papavassiliou et al., 1997; Solberg, 2002). On the face of it, the major strategic choicethat a marketer makes across transnational segments is well discussed. However, it isalso clear that previous cross-national cultural standard/measurement by authors suchas Trompenaars, Maznevski, Schwartz, and Hofstede, has its own weaknesses. Theseweaknesses include the possibility of differences within a nation, such as betweenethnic groups. In Malaysia, various studies have highlighted the fact that language,religion, and time are particular to Malaysia and significantly different to Western heldbeliefs (Fontaine and Richardson, 2003).This debate is gaining popularity in the international advertising literature(Agrawal, 1995; Laroche et al., 2001; Pae et al., 2002; Papavassiliou et al., 1997; Solberg,2002). This may be because advertising often accounts for the greatest share of theThe current issue and full text archive of this journal is available atwww.emeraldinsight.com/1355-5855.htmThis research was funded by Universiti Malaysia Sarawak Fundamental Research Grant 03(52)/478/2004(215).

Ethnically targeted advertising : views of those not targeted

http://ir.unimas.my/id/eprint/1610/1/16Ethnically%2Btargeted%2Badvertising%2BViews%2Bof%2Bthose%2Bnot%2Btargeted%2B%2528abstract%2529%20%281%29.pdf

Ethnically targeted advertising : views of those not targeted

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