OBSERVATIONS - Improving Detection of Misleading Comparative Advertising - The ability of copy tests to provide a precise assessment of the misleading effects that may arise from various types of comparative advertising depends on the type of measure employed
| Year of publication: |
1999
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|---|---|
| Authors: | Barone, Michael J. ; Rose, Randall L. ; Miniard, Paul W. ; Manning, Kenneth C. |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 39.1999, 5, p. 43-50
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