Descriptor
| Advertising | 1 |
| Classification | 1 |
| Comparative Analysis | 1 |
| Distributive Education | 1 |
| Evaluation Methods | 1 |
| Marketing | 1 |
| Merchandise Information | 1 |
| Program Effectiveness | 1 |
| Research | 1 |
Source
| Journal of Advertising | 1 |
Author
| Lamb, Charles | 1 |
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Peer reviewedLamb, Charles; And Others – Journal of Advertising, 1978
Presents a conceptual framework for classifying and evaluating different comparative advertising formats on two multi-level dimensions. Provides examples of applicable research questions. (RL)
Descriptors: Advertising, Classification, Comparative Analysis, Distributive Education
