Review of functions of advertising in Singapore context.
Chong, Yan Xin.
Lee, Swee Eng.
Date of Issue2006
College of Business (Nanyang Business School)
We review the classical categorisation of functions of advertising used by past researchers like Pollay and Mittal,Sandage and Leckenby,Zaltman and Coutler and apply our research to the Singapore context. By doing so, we hope to fill the gap in the field of advertising literature by means of conducting this research within the new framework of usability and utility developed in the field of information systems.
Final Year Project (FYP)
Nanyang Technological University