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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
Barone, Michael J.
;
Rose, Randall L.
;
Miniard, Paul W.
; …
- In:
Journal of advertising research
39
(
1999
)
5
,
pp. 43-50
Persistent link: https://www.econbiz.de/10006517866
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