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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Bibliographic Details
Main Authors: Chong, Yan Xin., Lee, Swee Eng., Zheng, Aixing.
Other Authors: Sangwan, Sunanda
Format: Final Year Project (FYP)
Published: 2008
Subjects:
Online Access:http://hdl.handle.net/10356/10003
Description
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.