Comment on “An Experimental Investigation of Comparative Advertising: Impact of Message Appeal,Information Load,and Utility of Product Class”

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References

Goodwin

and Etgar

(1980), “An Experimental Investigation of Comparative Advertising: Impact of Message Appeal, Information Load, and Utility of Product Class,” Journal of Marketing Research, 17 (May).

Prasad

V. K.

(1976), “Communications Effectiveness of Comparative Advertising: A Laboratory Analysis,” Journal of Marketing Research, 13 (May), 128–37.

Traylor

M. B.

(1979) “The Communications Effectiveness of Comparative Advertising Under Conditions of Product Involvement and Brand Usage,” doctoral dissertation, Michigan State University.

Traylor

M. B.

(1980) “The Communications Effectiveness of Comparative Advertising for Unknown Brands,” working paper.