Comparative Advertising: A Reexamination of the Issues
- 1 December 1978
- journal article
- Published by Wiley in Journal of Consumer Affairs
- Vol. 12 (2) , 381-392
- https://doi.org/10.1111/j.1745-6606.1978.tb00899.x
Abstract
No abstract availableKeywords
This publication has 5 references indexed in Scilit:
- The Effect of Documented Versus Undocumented Advertising ClaimsJournal of Consumer Affairs, 1976
- Communications-Effectiveness of Comparative Advertising: A Laboratory AnalysisJournal of Marketing Research, 1976
- Comparative Advertising: Perspectives and IssuesJournal of Advertising, 1975
- Comparison Advertising: Problems and PotentialJournal of Marketing, 1975
- A Model for Predictive Measurements of Advertising EffectivenessJournal of Marketing, 1961