haku: @author Raven, P. / yhteensä: 2
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| Tekijä: | Muehling, D.D. Stem, D.E. Raven, P. |
| Otsikko: | Comparative advertising: views from advertisers, agencies, media and policy makers (!Federal Trade Commission) |
| Lehti: | Journal of Advertising Research
1989 : OCT-NOV, VOL. 29:5, p. 38-48 |
| Asiasana: | POSITIONING ADVERTISING AGENCIES ATTITUDES |
| Kieli: | eng |
| Tiivistelmä: | Recently a survey was made to explore advertisers', agencies', and media organizations' opinions of comparative advertising. Respondents believed the greatest problem was that competitive claims often confuse consumers.Results suggest that, as a group, advertising agencies, more than advertisers and media/regulators, are most favourably predisposed to comparative ads. |
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