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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.
Schools: Wee Kim Wee School of Communication and Information 
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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