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Books > Business & Economics > Business & management > Sales & marketing > Advertising

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Practical Guide to Comparative Advertising - Dare to Compare (Paperback) Loot Price: R1,936

Discovery Miles 19 360

Repayment Terms: R181 pm x 12*

You Save: R359 (16%)

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Practical Guide to Comparative Advertising - Dare to Compare (Paperback): Ruth M. Corbin, Rebecca N Bleibaum, Tom Jirgal, David...

Practical Guide to Comparative Advertising - Dare to Compare (Paperback)

Ruth M. Corbin, Rebecca N Bleibaum, Tom Jirgal, David M. Allen, Christine A. Van Dongen

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List price ~~R2,295~~ Loot Price R1,936 Discovery Miles 19 360 | Repayment Terms: R181 pm x 12* You Save R359 (16%)

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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.

General

Imprint:	Academic Press Inc
Country of origin:	United States
Release date:	November 2018
First published:	2019
Authors:	Ruth M. Corbin • Rebecca N Bleibaum • Tom Jirgal • David M. Allen • Christine A. Van Dongen
Dimensions:	229 x 152 x 20mm (L x W x T)
Format:	Paperback
Pages:	192
ISBN-13:	978-0-12-805471-0
Categories:	Books > Business & Economics > Business & management > Sales & marketing > Advertising Promotions
LSN:	0-12-805471-9
Barcode:	9780128054710