COMPARISON ADVERTISING - PROBLEMS AND POTENTIAL

被引：106

作者：

WILKIE, WL

FARRIS, PW

机构：

[1] UNIV FLORIDA,COLL BUSINESS ADM,GAINESVILLE,FL 32601

[2] HARVARD UNIV,GRAD SCH BUSINESS ADM,CAMBRIDGE,MA

来源：

关键词：

D O I：

10.2307/1250590

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

引用

页码：7 / 15

页数：9

共 29 条

[1]

*AM ASS ADV AG, 1967, PRES RIGHT COMP ENH

[2] ATTITUDINAL FRAMEWORK FOR ADVERTISING STRATEGY [J].

BOYD, HW ;

RAY, ML ;

STRONG, EC .

[3]

BRADSHAW T, 1974, TELEVISION RADI 0429

[4]

CHRISTOPHER M, 1974, ADVERTISING AGE 0128, P1

[5]

COHEN JB, 1974, BUYER CONSUMER INFOR

[6]

DUNN SW, 1974, COLUMBIA J WORLD BUS, V9, P54

[7]

GRANT D, 1973, ADVERTISING AGE 1119, P1

[8] BENEFIT SEGMENTATION - DECISION-ORIENTED RESEARCH TOOL [J].

HALEY, RI .

[9]

HARRIS K, 1967, ADVERTISING AGE 0731, P59

[10]

Hovland C. I., 1957, ORDER PRESENTATION P