The Effect of Competitive Advertising Interference on Sales for Packaged Goods
Competitive advertising interference arises when viewers of advertising for a focal brand are also exposed to advertising messages for competing brands within a short time period, say one week for TV advertising. Although competitive advertising interference has been shown to reduce ad recall and re...
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| Main Authors: | , , |
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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
2004
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/2086 https://ink.library.smu.edu.sg/context/lkcsb_research/article/3085/viewcontent/1004paper.pdf |
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| Institution: | Singapore Management University |
| Language: | English |