Study on the use of ethnic priming and target marketing on the attitudes towards models in print media.

• Main Authors: Seah, Lynn Kia Leng., Lin, Kejin., Liao, Joan Huanting.
• Other Authors: Clark, Colin Mackinnon
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Advertising
• Online Access: http://hdl.handle.net/10356/9307
• Institution: Nanyang Technological University

Prior studies have shown that ethnicity of models moderate consumer response to targeted advertising. Our research extends this finding by showing how ethnic priming and target marketing can be effectively used in print media on Singaporean Chinese.