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Practical guide to comparative adver...

Bleibaum, Rebecca N.,

Practical guide to comparative advertisingdare to compare /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Practical guide to comparative advertisingRuth M. Corbin, Rebecca N. Bleibaum, Tom Jirgal, David Mallen, Christine A. Van Dongen.
其他題名:	dare to compare /
作者:	Corbin, Ruth M.,
其他作者:	Bleibaum, Rebecca N.,
出版者:	London, United Kingdom :Academic Press, and imprint of Elsevier,2019.
面頁冊數:	1 online resource (ix, 182 p.) :ill.
標題:	Advertising.
電子資源:	https://www.sciencedirect.com/science/book/9780128054710
ISBN:	9780128093511 (electronic bk.)

Practical guide to comparative advertisingdare to compare /
Corbin, Ruth M.,

Practical guide to comparative advertisingdare to compare /[electronic resource] :Ruth M. Corbin, Rebecca N. Bleibaum, Tom Jirgal, David Mallen, Christine A. Van Dongen. - London, United Kingdom :Academic Press, and imprint of Elsevier,2019. - 1 online resource (ix, 182 p.) :ill.

Includes bibliographical references and index.

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.

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.

ISBN: 9780128093511 (electronic bk.)Subjects--Topical Terms:

191710
Advertising.
Index Terms--Genre/Form:

214472
Electronic books.

LC Class. No.: HF5823

Dewey Class. No.: 659.1

Practical guide to comparative advertisingdare to compare /
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300 $a 1 online resource (ix, 182 p.) : $b ill.
504 $a Includes bibliographical references and index.
505 0 $a 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.
520 $a 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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