Practical Guide to Comparative Advertising: Dare to Compare

Ruth M. Corbin; Rebecca N. Bleibaum; Tom Jirgal; David Mallen; Christine A. Van Dongen

doi:10.1016/C2015-0-02360-7

Practical Guide to Comparative Advertising: Dare to Compare

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

Food Science and Nutrition

Research output: Book/Report › Book

1 Scopus citations

Abstract

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.

Original language	English (US)
Publisher	Elsevier
Number of pages	182
ISBN (Electronic)	9780128054710
ISBN (Print)	9780128093511
DOIs	https://doi.org/10.1016/C2015-0-02360-7
State	Published - Jan 1 2018

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© 2019 Elsevier Inc. All rights reserved.

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Practical Guide to Comparative Advertising: Dare to Compare

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