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Practical guide to comparative advertising : dare to compare /
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 th...
| Clasificación: | Libro Electrónico |
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| Autores principales: | , , , , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
London, United Kingdom :
Academic Press, and imprint of Elsevier,
[2019]
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| Temas: | |
| Acceso en línea: | Texto completo |
| Sumario: | 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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| Descripción Física: | 1 online resource (ix, 182 pages) : illustrations |
| Bibliografía: | Includes bibliographical references and index. |
| ISBN: | 9780128093511 012809351X |