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 ca…
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Produktdetails
Weitere Autoren: Bleibaum, Rebecca N. (President/Chief, Sensory Intelligence of Dragonfly SCI, Inc.) / Jirgal, Tom (Partner, Loeb and Loeb LLP) / Mallen, David (Partner, Loeb and Loeb LLP and Vice Chair, American Bar Association's Section on Antitrust Law, Advertising Disputes and Litigation Committee) / Van Dongen, Christine A. (Head, Sensory and Consumer Preference, Nestle Health Science R&D Center, Minneapolis)
- ISBN: 978-0-12-805471-0
- EAN: 9780128054710
- Produktnummer: 23719588
- Verlag: Elsevier Science Publishing Co Inc
- Sprache: Englisch
- Erscheinungsjahr: 2018
- Seitenangabe: 192 S.
- Masse: H22.7 cm x B15.1 cm x D2.0 cm 326 g
- Gewicht: 326
- Sonstiges: Professional & Vocational
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