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portada Practical Guide to Comparative Advertising: Dare to Compare
Type
Physical Book
Publisher
Author
Year
2018
Language
English
Pages
192
Format
Paperback
ISBN13
9780128054710
Edition No.
1
Categories

Practical Guide to Comparative Advertising: Dare to Compare

Ruth M. Corbin; Rebecca N. Bleibaum; Tom Jirgal; David Mallen; Christine A. Van Dongen (Author) · Academic Press · Paperback

Practical Guide to Comparative Advertising: Dare to Compare - Ruth M. Corbin; Rebecca N. Bleibaum; Tom Jirgal; David Mallen; Christine A. Van Dongen

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Synopsis "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 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

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The binding of this edition is Paperback.

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