PENGARUH SIKAP KONSUMEN TERHADAP IKLAN KOMPARATIF DAN NON-KOMPARATIF PADA NIAT BELI PRODUK Sebuah studi tentang iklan Bintang Toedjoeh masuk angin dan Tolak Angin

• Main Authors: , Rizqi Bayu Aji Pradana, , Prof. Dr. Basu Swastha Dharmmesta, M.B.A.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2014
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/133559/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=74260
• Institution: Universitas Gadjah Mada

Advertising is an activity to communicate the value of a product to the community. One way to advertise is to make comparison (comparisons) to competitor�s products (comparative advertising). The opposite way is advertising by showing the features and benefits of products without making comparison...