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Practical guide to comparative advertising = dare to compare /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Practical guide to comparative advertising/ Ruth M. Corbin, Rebecca N. Bleibaum, Tom Jirgal, David Mallen, Christine A. Van Dongen.
Reminder of title:	dare to compare /
Author:	Corbin, Ruth M.,
other author:	Bleibaum, Rebecca N.,
Published:	London, United Kingdom :Academic Press, and imprint of Elsevier, : 2019.,
Description:	1 online resource (ix, 182 p.) :ill. :
Subject:	Advertising. -
Online resource:	https://www.sciencedirect.com/science/book/9780128054710
ISBN:	9780128093511 (electronic bk.)

Practical guide to comparative advertising = dare to compare /
Corbin, Ruth M.,

Practical guide to comparative advertisingdare to compare /[electronic resource] :Ruth M. Corbin, Rebecca N. Bleibaum, Tom Jirgal, David Mallen, Christine A. Van Dongen. - London, United Kingdom :Academic Press, and imprint of Elsevier,2019. - 1 online resource (ix, 182 p.) :ill.

Includes bibliographical references and index.

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.

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.

ISBN: 9780128093511 (electronic bk.)Subjects--Topical Terms:

567923
Advertising.
Index Terms--Genre/Form:

554714
Electronic books.

LC Class. No.: HF5823

Dewey Class. No.: 659.1

Practical guide to comparative advertising = dare to compare /
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245 1 0 $a Practical guide to comparative advertising $h [electronic resource] : $b dare to compare / $c Ruth M. Corbin, Rebecca N. Bleibaum, Tom Jirgal, David Mallen, Christine A. Van Dongen.
260 $a London, United Kingdom : $b Academic Press, and imprint of Elsevier, $c 2019.
300 $a 1 online resource (ix, 182 p.) : $b ill.
504 $a Includes bibliographical references and index.
505 0 $a 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.
520 $a 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.
588 $a Description based on print version record.
650 0 $a Advertising. $3 567923
655 4 $a Electronic books. $2 local $3 554714
700 1 $a Bleibaum, Rebecca N., $e author. $3 1292608
700 1 $a Jirgal, Tom, $e author. $3 1292609
700 1 $a Mallen, David, $e author. $3 1292610
700 1 $a Dongen, Christine A. Van, $e author. $3 1292611
856 4 0 $u https://www.sciencedirect.com/science/book/9780128054710