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Volume 1, Issue 4
1 April 1984
Journal of Consumer Marketing Cover Image for Volume 1, Issue 4
Review Article| April 01 1984

PROBLEMS OF COMPARATIVE‐TEST COMMERCIALS

Publisher: Emerald Publishing
Online ISSN: 2052-1200
Print ISSN: 0736-3761
© MCB UP Limited
1984
Journal of Consumer Marketing (1984) 1 (4): 73–77.
https://doi.org/10.1108/eb008117

The fact that there is no apparent single standard, or guideline, within the advertising research community causes several dilemmas for those who are responsible for broadcast acceptance.

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© MCB UP Limited
1984
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