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...

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Bibliographic Details
Call Number:Libro Electrónico
Main Authors: Corbin, Ruth M. (Author), Bleibaum, Rebecca N. (Author), Jirgal, Tom (Author), Mallen, David (Author), Dongen, Christine A. Van (Author)
Format: Electronic eBook
Language:Inglés
Published: London, United Kingdom : Academic Press, and imprint of Elsevier, [2019]
Subjects:
Advertising.
BUSINESS & ECONOMICS > Advertising & Promotion.
Online Access:Texto completo
Table of Contents:
  • Comparative advertising : look before you leap
  • Governing laws, network standards, and industry self-regulation
  • What's the name of the claim
  • Foundations of test design
  • Statistical support : how much is enough?
  • Know your limits : claims have boundaries
  • An ounce of prevention : troubleshoot your claim before launch
  • Into the fray : playing defense
  • Into the fray : playing offense
  • Vive la difference : adaptive comparative advertising to different countries
  • Advertising claims in social media
  • Summary and handy checklist
  • Twenty-first century resources.

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