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Author Corbin, Ruth M., author.

Title Practical guide to comparative advertising : dare to compare / Ruth M. Corbin, Rebecca N. Bleibaum, Tom Jirgal, David Mallen, Christine A. Van Dongen
Published London, United Kingdom : Academic Press, and imprint of Elsevier, [2019]
Online access available from:
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Description 1 online resource (ix, 182 pages) : illustrations
Contents Comparative advertising : look before you leap -- Governing laws, network standards, and industry self-regulation -- What's the name of the claim -- Foundations of test design -- Statistical support : how much is enough? -- Know your limits : claims have boundaries -- An ounce of prevention : troubleshoot your claim before launch -- Into the fray : playing defense -- Into the fray : playing offense -- Vive la difference : adaptive comparative advertising to different countries -- Advertising claims in social media -- Summary and handy checklist -- Twenty-first century resources
Summary 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
Bibliography Includes bibliographical references and index
Notes Description based on print version record
Subject Advertising.
BUSINESS & ECONOMICS / Advertising & Promotion.
Form Electronic book
Author Bleibaum, Rebecca N., author.
Dongen, Christine A. Van, author
Jirgal, Tom, author
Mallen, David, author.
ISBN 012809351X