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