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...

Descripción completa

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autores principales: Corbin, Ruth M. (Autor), Bleibaum, Rebecca N. (Autor), Jirgal, Tom (Autor), Mallen, David (Autor), Dongen, Christine A. Van (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: London, United Kingdom : Academic Press, and imprint of Elsevier, [2019]
Temas:
Advertising.
BUSINESS & ECONOMICS > Advertising & Promotion.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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.

Ejemplares similares