The Resource Comparative advertising : history, theory, and practice, Fred Beard

Comparative advertising : history, theory, and practice, Fred Beard

Label
Comparative advertising : history, theory, and practice
Title
Comparative advertising
Title remainder
history, theory, and practice
Statement of responsibility
Fred Beard
Creator
Contributor
Author
Subject
Language
eng
Summary
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
Cataloging source
NhCcYBP
http://library.link/vocab/creatorDate
1957-
http://library.link/vocab/creatorName
Beard, Fred K.
Illustrations
illustrations
Index
index present
LC call number
HF5827.2
LC item number
.B43 2018
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
http://library.link/vocab/relatedWorkOrContributorName
ProQuest (Firm)
http://library.link/vocab/subjectName
  • Comparative advertising
  • Comparative advertising
Label
Comparative advertising : history, theory, and practice, Fred Beard
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
Acknowledgements -- Introduction -- A history of comparative advertising -- Theoretical foundations and empirical research -- What the professionals say -- The regulation of comparative advertising in the United States -- The satirical attack ad -- Comparative advertising around the world -- Comparative campaigns in the real world -- Bibliography -- Index -- About the author
Extent
1 online resource ( xv, 229 pages) :
Form of item
online
Isbn
9781498560337
Lccn
2018019368
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Reproduction note
Electronic reproduction.
Specific material designation
remote
Stock number
99982387943
System control number
(DLC)15465693
Label
Comparative advertising : history, theory, and practice, Fred Beard
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
Acknowledgements -- Introduction -- A history of comparative advertising -- Theoretical foundations and empirical research -- What the professionals say -- The regulation of comparative advertising in the United States -- The satirical attack ad -- Comparative advertising around the world -- Comparative campaigns in the real world -- Bibliography -- Index -- About the author
Extent
1 online resource ( xv, 229 pages) :
Form of item
online
Isbn
9781498560337
Lccn
2018019368
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Reproduction note
Electronic reproduction.
Specific material designation
remote
Stock number
99982387943
System control number
(DLC)15465693

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