호주의 사례를 통해 본 광고의 윤리적 딜레마(비교광고)의 두 얼굴

목차

호주의 사례를 통해 본 광고의 윤리적 딜레마(비교광고)의 두 얼굴

본문내용

cts of comparative advertising on attention, memory, and purchase intentions.” Journal of Consumer Research, 17 (September), 180-191.
________and _______ (1991). “How direct comparative ads and market share affect brand choice.” Journal of Advertising Research, (December), 47-55.
Rogers, J. C., and Williams, T. G. (1989). “Comparative advertising effects: Practitioners’ perceptions versus academic research findings.” Journal of Advertising Research, 29 (5), 22-37.
Rossiter, J. R. and Percy, L. (1998). Advertising communications & promotion management (2nd ed.). New York: Irwin McGraw-Hill.

키워드

광고의 윤리적 딜레마,   광고의 윤리적 딜레마