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Practical guide to comparative advertising : dare to compare
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ISBN: 9780128093511 012809351X 9780128054710 0128054719 Year: 2019 Publisher: London, United Kingdom : Academic Press, an imprint of Elsevier,

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Abstract

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 -- Provided by the publisher.

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Advertising. --- E-books


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Practical Guide to Comparative Advertising
Authors: --- --- --- --- --- et al.
ISBN: 012809351X 0128054719 Year: 2019 Publisher: Academic Press

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Abstract

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 -- Provided by the publisher.

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