Browsing by Subject "Comparative advertising"
Now showing items 1-2 of 2
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(Texas A&M University. Libraries, 1978)The purpose of this research was to evaluate the influence that the independent variables of advertisement structure, message sidedness, and test results have on selected communication variables. Specifically this study ...
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(Texas A&M University. Libraries, 1978)The purpose of this research was to investigate the existence of counterargument and message acceptance among readers of comparative and noncomparative advertisements. The fixed independent variables were intensity and ...