Non-comparative Versus Comparative Advertising as a Quality Signal PDF Download
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Author: Winand Emons
Publisher:
ISBN:
Category : Comparative advertising
Languages : en
Pages : 28
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Book Description
Author: Winand Emons
Publisher:
ISBN:
Category : Comparative advertising
Languages : en
Pages : 28
Get Book Here
Book Description
Author: Winand Emons
Publisher:
ISBN:
Category :
Languages : en
Pages : 30
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Book Description
Author: Karen E. James
Publisher:
ISBN:
Category :
Languages : en
Pages : 234
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Book Description
Author: Ruth M. Corbin
Publisher: Academic Press
ISBN: 012809351X
Category : Technology & Engineering
Languages : en
Pages : 194
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Book Description
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
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: R. Dale Wilson
Publisher:
ISBN:
Category : Comparative advertising
Languages : en
Pages : 18
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Author:
Publisher:
ISBN:
Category :
Languages : en
Pages :
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Author: Robert Thomas Stack
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 258
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Book Description
Author: Xiaolan Sun
Publisher:
ISBN:
Category :
Languages : en
Pages : 110
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Book Description
