Review of functions of advertising in Singapore context.

• Main Authors: Chong, Yan Xin., Lee, Swee Eng., Zheng, Aixing.
• Other Authors: Sangwan, Sunanda
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Advertising
• Online Access: http://hdl.handle.net/10356/10003
• Institution: Nanyang Technological University

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...