Practical Guide to Comparative Advertising
  • Author : Rebecca N. Bleibaum
  • Release Date : 06 June 2018
  • Publisher : Academic Press
  • Genre : Uncategorized
  • Pages : 162
  • ISBN 13 : 0128054719

Practical Guide to Comparative Advertising Book Summary

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

Practical Guide to Comparative Advertising

Practical Guide to Comparative Advertising

Author : Rebecca N. Bleibaum,Ruth M. Corbin,Tom Jirgal,Christine A. Van Dongen,David Mallen
Publisher : Academic Press
Genre : Uncategorized
Total View : 6689 Views
File Size : 45,6 Mb
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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 ...

Practical Guide to Comparative Advertising

Practical Guide to Comparative Advertising

Author : Ruth M. Corbin,Rebecca N. Bleibaum,Tom Jirgal,David Mallen,Christine A. Van Dongen
Publisher : Academic Press
Genre : Technology & Engineering
Total View : 3181 Views
File Size : 48,7 Mb
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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 ...

A Practical Guide to Trade Mark Law

A Practical Guide to Trade Mark Law

Author : Amanda Michaels,Andrew Norris
Publisher : Sweet & Maxwell
Genre : Intellectual property
Total View : 7001 Views
File Size : 48,9 Mb
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The fourth edition of this legal guide for advisers of housing associations and housing association tenants provides comprehensive coverage of this area of law. It incorporates wide-ranging changes in law and policy, including the shift towards a more holistic approach...

The Legal Guide to E business

The Legal Guide to E business

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Publisher : Greenwood Publishing Group
Genre : Law
Total View : 6482 Views
File Size : 50,6 Mb
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This book: addresses the legal ramifications of developing and hosting Web sites -- explains how to minimize liability through the use of Web site Terms of Use and user agreements -- explicates specific international issues arising from the conduct of e-commerce -- examines online marketing and advertising, online privacy issues, ...

Sensory Evaluation Practices

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Publisher : Academic Press
Genre : Technology & Engineering
Total View : 4688 Views
File Size : 48,5 Mb
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Sensory Evaluation Practices, Fifth Edition, presents the latest developments and methods of sensory evaluation, including those on the front end of innovation, consumer acceptance/preference, multivariate statistical analysis, discrimination testing, descriptive analysis, sensory claims substantiation for advertising, and information management. Additionally, related social psychological methods, such as laddering, design thinking, ...

A Practical Approach to Trade Mark Law

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Author : Amanda Michaels,Andrew Norris
Publisher : Oxford University Press
Genre : Law
Total View : 4476 Views
File Size : 40,7 Mb
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A new edition of a well established text, and now part of the renowned Oxford University Press 'A Practical Approach' series, A Practical Approach to Trade Mark Law fourth edition provides a comprehensive, digestible and accessible introduction to trade mark law, explaining the technicalities of the law in plain, non-technical ...

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Publisher : Spiramus Press Ltd
Genre : Business & Economics
Total View : 9860 Views
File Size : 43,8 Mb
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This is an easy-to-read, jargon-busting guide to the legal issues affecting online business in the UK. The use of bullet points and checklists provide useful memory aid, while the sample clauses and contracts are invaluable. The book looks at the E-Commerce Regulations (EC Directive) 2002 and the Privacy and Electronic Communications (...

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Author : Rose Leahy,Pio Fenton,Holly Barry
Publisher : SAGE
Genre : Business & Economics
Total View : 9619 Views
File Size : 49,6 Mb
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At a time when brand exposure is almost limitless, and ads have become more personalized than ever before, how do brands stand out and still win your attention? Having previously struggled to assert its credibility theoretically and amongst executives, experiential marketing now forms a core feature of most marketing practices. ...