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|Title:||Comparative advertising in Singapore : proposed amendments to the 1999 Singapore code of advertising practice (2nd Edition).||Authors:||Ong, Lynn Pei Shan.
Tian, Yee Shin.
|Keywords:||DRNTU::Social sciences::Communication::Promotional communication||Issue Date:||1999||Abstract:||The use of comparative advertising as an advertising technique is old, and the fast growing literature on this subject is an indication of the interest advertising practitioners and researchers have in this technique. However, this form of advertising remains controversial and past research on the effectiveness of comparative advertising has produced equivocal results.||URI:||http://hdl.handle.net/10356/1340||Rights:||Nanyang Technological University||Fulltext Permission:||restricted||Fulltext Availability:||With Fulltext|
|Appears in Collections:||WKWSCI Student Reports (FYP/IA/PA/PI/CA)|
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