Practical Guide to Comparative Advertising
  • Release Date : 22 November 2018
  • Publisher : Academic Press
  • Genre : Technology & Engineering
  • Pages : 192 pages
  • ISBN 13 : 9780128093511
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Download or read book entitled Practical Guide to Comparative Advertising by author: Ruth M. Corbin which was release on 22 November 2018 and published by Academic Press with total page 192 pages . This book available in PDF, EPUB and Kindle Format. 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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Author : Amanda C. Brock,Rafi Azim-Khan
Publisher : Spiramus Press Ltd
Genre : Business & Economics
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