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Advances in Advertising Research (Vol. III)

Part of the series European Advertising Academy pp 191-207

Ad Intrusiveness of Location-Based Advertising – A Virtual Reconstruction

  • Arief Ernst HühnAffiliated withNHTV Breda University of Applied Sciences
  • , Paul KetelaarAffiliated withRadboud University of Nijmegen
  • , Vassilis-Javed KhanAffiliated withNHTV Breda University of Applied Sciences
  • , Andrés LuceroAffiliated withNokia Research Center
  • , Marnix van GisbergenAffiliated withNHTV Breda University of Applied Sciences
  • , Hans BouwknegtAffiliated withNHTV Breda University of Applied Sciences

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Abstract

An important problem for advertisers is the general tendency to avoid advertising (Li et al., 2002; McCoy et al., 2008; Zanot, 1984). Ads typically get the 'blame' that they do not meet the goals and desires of consumers, thus the commercial message is perceived as disturbing and therefore avoided (Li et al., 2002, McCoy et al., 2008; Speck and Elliott, 1997). In order to reduce interference and ad avoidance, advertisers must use forms of marketing which reflect the situation of the consumer (Cho and Cheon, 2004).