Author: David A. Horne and Michael D. Johnson
Publisher:
ISBN:
Category :
Languages : en
Pages : 27
Book Description
The association effect in comparative advertising.Working paper #461A
Author: David A. Horne and Michael D. Johnson
Publisher:
ISBN:
Category :
Languages : en
Pages : 27
Book Description
Publisher:
ISBN:
Category :
Languages : en
Pages : 27
Book Description
The Association Effect in Comparative Advertising
Author: David Andrew Horne
Publisher:
ISBN:
Category :
Languages : en
Pages : 23
Book Description
Publisher:
ISBN:
Category :
Languages : en
Pages : 23
Book Description
Practical Guide to Comparative Advertising
Author: Ruth M. Corbin
Publisher: Academic Press
ISBN: 012809351X
Category : Technology & Engineering
Languages : en
Pages : 194
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
Publisher: Academic Press
ISBN: 012809351X
Category : Technology & Engineering
Languages : en
Pages : 194
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
Comparative Advertising
Author: Robert Thomas Stack
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 258
Book Description
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 258
Book Description
The Relative Effect of Negative Comparative, Direct Comparative, and Non-comparative Advertising Under Varying Conditions of Argument Quality on Attitude-toward-the-ad, Brand-related Attitudes and Behavioral Intentions
Author: Karen E. James
Publisher:
ISBN:
Category :
Languages : en
Pages : 234
Book Description
Publisher:
ISBN:
Category :
Languages : en
Pages : 234
Book Description
Comparison Advertising
Author: Jean J. Boddewyn
Publisher: Hastings House Book Publishers
ISBN:
Category : Business & Economics
Languages : en
Pages : 272
Book Description
Publisher: Hastings House Book Publishers
ISBN:
Category : Business & Economics
Languages : en
Pages : 272
Book Description
a conceptual and methodological framework for comparative advertising research
Author:
Publisher:
ISBN:
Category :
Languages : en
Pages : 30
Book Description
Publisher:
ISBN:
Category :
Languages : en
Pages : 30
Book Description
Advertising Research: The Internet, Consumer Behavior, and Strategy
Author: George Zinkan
Publisher: Marketing Classics Press
ISBN: 1613112718
Category : Business & Economics
Languages : en
Pages : 290
Book Description
Publisher: Marketing Classics Press
ISBN: 1613112718
Category : Business & Economics
Languages : en
Pages : 290
Book Description
Comparative Advertising
Author: Fred Beard
Publisher: Rowman & Littlefield
ISBN: 1498560334
Category : Language Arts & Disciplines
Languages : en
Pages : 247
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?
Publisher: Rowman & Littlefield
ISBN: 1498560334
Category : Language Arts & Disciplines
Languages : en
Pages : 247
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?
Effects of Comparative Advertising in High and Low Cognitive Elaboration Conditions
Author: Wing Chi Chow
Publisher:
ISBN:
Category : Comparative advertising
Languages : en
Pages : 154
Book Description
Publisher:
ISBN:
Category : Comparative advertising
Languages : en
Pages : 154
Book Description