Ruth M. Corbin, Rebecca N. Bleibaum, Tom Jirgal, David Mallen, Christine A. van Dongen

Practical Guide to Comparative Advertising (eBook, ePUB)

Dare to Compare

• Format: ePub

Produktbeschreibung

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.

• Alerts research, development and marketing professionals to potential competition issues and legal concerns
• Provides a reference source for courts of law with respect to accepted industry standards and practices
• Presents an authoritative perspective, in plain language, on laws and regulations governing comparative advertising, and on worldwide standards governing research evidence in support of advertising claims
• Covers food and beverage, nutritional supplements, cosmetics and other consumer advertised products

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Produktdetails

• Verlag: Elsevier Science & Techn.
• Seitenzahl: 192
• Erscheinungstermin: 22. November 2018
• Englisch
• ISBN-13: 9780128093511
• Artikelnr.: 50521131

Autorenporträt

Dr. Ruth M. Corbin is Chair of forensic research firm CorbinPartners Inc., a corporate director, and Adjunct Professor at Osgoode Hall Law School. Previously she has been Canadian President for Kroll Worldwide, CEO of Decision Resources Inc., Chief Operating Officer of the Angus Reid Group, and Adjunct Professor at the Rotman School of Business, She was named by the Globe and Mail and the Women's Executive Network as one of Canada's Top 100 women, in the category of Trailblazers and Trendsetters. Ruth is co-author of two books on Intellectual Property measurement and protection, author of the Canadian Federal Court benchbook chapter on Surveys and other Marketplace Evidence, and author of a published series of educational articles called "Dare to Compare, regarding the strategies, laws, and required evidence governing comparative advertising. She led a national team on behalf of Advertising Standards Canada to update standards for evidence in trade disputes, and led the initiative of the Market Research and Intelligence Association (MRIA) to update Canada's standards for social science research and to harmonize them with those of ESOMAR. Ruth is currently the chair of MRIA's Dispute Resolution Committee, whose mandate includes bridging communications between the courts and experts about litigation standards for evidence and best practice standards in the research industry.Rebecca N. Bleibaum, M.A., is President/Chief, Sensory Intelligence of Dragonfly SCI, Inc. a sensory and consumer insights research company in the San Francisco Bay Area, specializing in product testing and professional education. Bleibaum has over 25 years of experience in applied research from Tragon Corporation as their Chief Sensory Officer. She is co-developer and instructor of UC Davis Extension's popular and long running "Applied Sensory & Consumer Science. In 2016, she was awarded the prestigious UC Davis Extension Outstanding Service Award for her contributions and dedication to the University's continuing education program. (dragonflysci.net) Bleibaum is co-author of Sensory Evaluation Practices, Fourth Edition (2012), A Practical Guide to Comparative Advertising: Dare-to-Compare (est. 2018), previous Chair of ASTM International, Committee E-18 on Sensory Evaluation, has received five ASTM awards for contributions and the Award of Merit, has spoken at numerous professional events, and had given hundreds of impactful client presentations over the years in wine, beer, and a wide variety of FMCG products. Bleibaum's goal is to teach the fundamentals of sensory and consumer science to entrepreneurial spirited teams to help them become more successful in the marketplace.