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ERIC Number: EJ169692
Record Type: CIJE
Publication Date: 1977
Pages: N/A
Abstractor: N/A
Reference Count: 0
ISBN: N/A
ISSN: N/A
Comparative Television Advertising: Examining Its Nature and Frequency
Brown, Stephen W.; Jackson, Donald W.
Journal of Advertising, 6, 4, 15-8, F 77
Reports on the findings of a content analysis of 896 nationally televised advertisements which showed that strictly defined, comparative advertisements are a relatively small percentage of total national television advertisements and that certain product types (drugs, household, and foods) are more likely to utilize comparisons. (MB)
Publication Type: N/A
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A