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Title: Effectiveness of comparative advertising in eastern cultures.
Authors: Chong, Fui Khuen.
Ng, Jan Nee.
Ho, Yen Yuen.
Keywords: DRNTU::Business::Marketing
Issue Date: 2001
Abstract: The paper examines whether the Asians and Westerners differ in their reactions to comparative advertising. The research was done using handphone as the research instrument. In the research a weak argument i.e. radiation is introduced against the strong arguments.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

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