NotesFAQContact Us
Collection
Advanced
Search Tips
Peer reviewed Peer reviewed
ERIC Number: EJ173415
Record Type: CIJE
Publication Date: 1978
Pages: N/A
Abstractor: N/A
Reference Count: 0
ISBN: N/A
ISSN: N/A
A Taxonomy for Comparative Advertising Research
Lamb, Charles; And Others
Journal of Advertising, 7, 1, 43-7, W 78
Presents a conceptual framework for classifying and evaluating different comparative advertising formats on two multi-level dimensions. Provides examples of applicable research questions. (RL)
Publication Type: N/A
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A