Effectiveness of Comparative Versus Noncomparative Advertising PDF Download
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Author: Xiaolan Sun
Publisher:
ISBN:
Category :
Languages : en
Pages : 110
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Book Description
Author: Xiaolan Sun
Publisher:
ISBN:
Category :
Languages : en
Pages : 110
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Book Description
Author: William Thomas Neese
Publisher:
ISBN:
Category : Comparative advertising
Languages : en
Pages : 512
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Book Description
Author: Cornelia Dröge
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 712
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Book Description
Author: Fred Beard
Publisher: Rowman & Littlefield
ISBN: 1498560334
Category : Language Arts & Disciplines
Languages : en
Pages : 247
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Book Description
From auto insurance to ready-to-eat soups and satellite TV services, both national and local advertisers in the United States—and increasingly around the world—invest a great deal of time and money on ads and campaigns in which they directly identify their competitors or refer indirectly to “the other guys.” Yet business decision-makers and advertising creative professionals have long believed that creating successful comparative advertising can be extraordinarily difficult. Many have discovered that a strategic or tactical misstep can easily lead to a disaster, such as negative responses from consumers, a successful legal challenge from one or more competitors, or the escalation of hostilities into an ongoing and damaging comparative advertising war. Comparative Advertising: History, Theory, and Practice offers scholars interested in why many business decision-makers believe they can win our loyalty by running down a competitor—as well as anyone who plans, creates, or pays for advertising—a thorough and timely synthesis of the vast body of historical research, theory, and professional insights devoted to one of advertising’s most frequently debated message tactics. The overall goal of this book is to discover answers to a simple question: Why do so many advertisers often rely on a message tactic that research and professional experience confirms they frequently regret using?
Author: Chia-ai Yao
Publisher:
ISBN:
Category :
Languages : en
Pages : 210
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Book Description
Author: Mark B. Traylor
Publisher:
ISBN:
Category : Comparative advertising
Languages : en
Pages : 378
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Book Description
Author: David A. Horne and Michael D. Johnson
Publisher:
ISBN:
Category :
Languages : en
Pages : 27
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Book Description
Author: Michael Travis Hillard
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 208
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Book Description
Author: Robert Thomas Stack
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 258
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Book Description
Author: Winand Emons
Publisher:
ISBN:
Category : Comparative advertising
Languages : en
Pages : 28
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Book Description
