Review of functions of advertising in Singapore context.
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 conduc...
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| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project |
| Published: |
2008
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/10003 |
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| Institution: | Nanyang Technological University |
| Summary: | 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. |
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