Fred Beard

Comparative Advertising

History, Theory, and Practice

• Gebundenes Buch

Produktbeschreibung

Comparative advertisements-the kind that refer to "the other guys" or actually identify competitors by name-can be tremendously successful, or lead to a marketing disaster. The History, Theory, and Practice of Comparative Advertising reveals the possibilities and pitfalls associated with this widely used approach.

Produktdetails

• Verlag: Lexington Books
• Seitenzahl: 246
• Erscheinungstermin: 31. Mai 2018
• Englisch
• Abmessung: 235mm x 157mm x 19mm
• Gewicht: 557g
• ISBN-13: 9781498560320
• ISBN-10: 1498560326
• Artikelnr.: 52419946

Autorenporträt

Fred Beard is Gaylord Family Research Professor of Advertising in the Gaylord College of Journalism and Mass Communication, University of Oklahoma.

Inhaltsangabe

List of Tables and Figures Acknowledgements Introduction Chapter 1. A
History of Comparative Advertising Chapter 2. Theoretical Foundations and
Research Findings Chapter 3. What the Professionals Say Chapter 4. The
Regulation of Comparative Advertising Chapter 5. The Satirical Attack Ad
Chapter 6. Comparative Advertising around the World Chapter 7. Comparative
Campaigns in the Real World Appendix: List of Advertising Sources
Bibliography Index About the Author