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dc.contributor.authorKolovos, Ioannisen_NZ
dc.contributor.authorHarris, Philen_NZ
dc.date.available2011-04-07T03:16:18Z
dc.date.copyright2005-11en_NZ
dc.identifier.citationKolovos, I., & Harris, P. (2005, November). Does negative advertising work? University of Otago.en
dc.identifier.urihttp://hdl.handle.net/10523/1451
dc.description.abstractIn an overview of the use of negative advertising through the years, Kaid (1999) notes a real increase in the number of negative advertisements used in presidential campaigns. From 1952 to 1996, such ads made up about 38% of the whole campaign, but during the 1992 and 1996 campaigns, they made up more than half of the total advertising content. Moreover, Kaid (1999) notes that Bill Clinton’s campaigns in 1992 and 1996 reached all time highs in the use of negative ads with 69% and 68% respectively. But does negative advertising work?en_NZ
dc.format.mimetypeapplication/pdf
dc.publisherUniversity of Otagoen_NZ
dc.subject.lcshHF Commerceen_NZ
dc.subject.lcshHF5601 Accountingen_NZ
dc.titleDoes negative advertising work?en_NZ
dc.typeOtheren_NZ
dc.description.versionUnpublisheden_NZ
otago.bitstream.pages15en_NZ
otago.date.accession2005-12-02en_NZ
otago.schoolMarketingen_NZ
otago.openaccessOpen
otago.place.publicationDunedin, New Zealanden_NZ
dc.identifier.eprints31en_NZ
otago.school.eprintsMarketingen_NZ
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