Practical Guide to Comparative Advertising

Dare to Compare

Nonfiction, Science & Nature, Technology, Material Science, Food Industry & Science
Cover of the book Practical Guide to Comparative Advertising by Ruth M. Corbin, Rebecca N. Bleibaum, Tom Jirgal, David Mallen, Christine A. Van Dongen, Elsevier Science
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Author: Ruth M. Corbin, Rebecca N. Bleibaum, Tom Jirgal, David Mallen, Christine A. Van Dongen ISBN: 9780128093511
Publisher: Elsevier Science Publication: November 22, 2018
Imprint: Academic Press Language: English
Author: Ruth M. Corbin, Rebecca N. Bleibaum, Tom Jirgal, David Mallen, Christine A. Van Dongen
ISBN: 9780128093511
Publisher: Elsevier Science
Publication: November 22, 2018
Imprint: Academic Press
Language: English

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.

  • Alerts research, development and marketing professionals to potential competition issues and legal concerns
  • Provides a reference source for courts of law with respect to accepted industry standards and practices
  • Presents an authoritative perspective, in plain language, on laws and regulations governing comparative advertising, and on worldwide standards governing research evidence in support of advertising claims
  • Covers food and beverage, nutritional supplements, cosmetics and other consumer advertised products
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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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