Détail de l'auteur
Auteur Ruth M. CORBIN |
Documents disponibles écrits par cet auteur (1)
Ajouter le résultat dans votre panier Faire une suggestion Affiner la recherche
Practical Guide to Comparative Advertising : Dare to Compare / Ruth M. CORBIN / ELSEVIER SCIENCE (2018)
Titre : Practical Guide to Comparative Advertising : Dare to Compare Type de document : e-book Auteurs : Ruth M. CORBIN Editeur : ELSEVIER SCIENCE Année de publication : 2018 ISBN/ISSN/EAN : 9780128054710 Note générale : copyrighted Langues : Anglais (eng) Résumé : 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 Nombre d'accès : Illimité En ligne : http://library.ez.neoma-bs.fr/login?url=https://www.scholarvox.com/book/88873327 Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=490301
LIBRARY - Campus Rouen
NEOMA Business School
pmb
-
59 Rue Taittinger, 51100 Reims
-
00 33 (0)3 26 77 46 15
Library Campus Reims
-
1 Rue du Maréchal Juin, BP 215
76825 Mont Saint Aignan cedex -
00 33 (0)2 32 82 58 26