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Practical guide to comparative advertising : dare to compare

By: Contributor(s): Material type: TextTextPublication details: London, United Kingdom : Academic Press, and imprint of Elsevier, 2019.Description: 182ISBN:
  • 9780128054710
DDC classification:
  • 659.1COR.P
Summary: 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
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Item type Current library Home library Call number Status Date due Barcode
Book Book Dept. of Communication and Journalism Processing Center Dept. of Communication and Journalism 659.1COR.P (Browse shelf(Opens below)) Available DCJ6364

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

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