Practical guide to comparative advertising : dare to compare (Record no. 292687)

MARC details
000 -LEADER
fixed length control field 01187nam a2200145 4500
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9780128054710
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 659.1COR.P
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name Ruth M Corbin
245 ## - TITLE STATEMENT
Title Practical guide to comparative advertising : dare to compare
260 ## - PUBLICATION, DISTRIBUTION, ETC.
Place of publication, distribution, etc. London, United Kingdom :
Name of publisher, distributor, etc. Academic Press, and imprint of Elsevier,
Date of publication, distribution, etc. 2019.
300 ## - PHYSICAL DESCRIPTION
Extent 182
520 ## - SUMMARY, ETC.
Summary, etc. Practical Guide to Comparative Advertising: Dare to Compare is an authoritative, engaging handbook on comparative advertising for food and non-food consumer products. Claim substantiation is a common stakeholder interest among management, advertisers, lawyers and researchers. This handbook covers the corporate culture and strategic goals that encourage comparative advertising, laws and regulations, standards for research evidence, and examples that bring the concepts to life. Of particular value to corporate brand managers, the book includes a checklist of process steps and quality controls that allow managers to orchestrate comparative ad campaigns and manage the risk of complaints from indignant competitors
700 ## - ADDED ENTRY--PERSONAL NAME
Personal name Ruth M Corbin; Rebecca N Bleibaum; Tom Jirgal; David Mallen; Christine A Van Dongen
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Koha item type Book
Holdings
Withdrawn status Lost status Damaged status Not for loan Home library Current library Shelving location Date acquired Total Checkouts Full call number Barcode Date last seen Price effective from Koha item type
        Dept. of Communication and Journalism Dept. of Communication and Journalism Processing Center 12/06/2020   659.1COR.P DCJ6364 12/06/2020 12/06/2020 Book