Effectiveness of comparative advertising in eastern cultures.
Chong, Fui Khuen.
Ng, Jan Nee.
Ho, Yen Yuen.
Date of Issue2001
College of Business (Nanyang Business School)
The paper examines whether the Asians and Westerners differ in their reactions to comparative advertising. The research was done using handphone as the research instrument. In the research a weak argument i.e. radiation is introduced against the strong arguments.
Final Year Project (FYP)
Nanyang Technological University