Comparative advertising : history, theory, and practice /: history, theory, and practice. (2018)

• Record Type: Book
• Further Information: Note: Fred Beard.
• Authors: Beard, Fred K, 1957-
• Contents: List of Tables and Figures ; Acknowledgements ; Introduction ; ; Chapter 1. A History of Comparative Advertising ; Chapter 2. Theoretical Foundations and Research Findings ; Chapter 3. What the Professionals Say ; Chapter 4. The Regulation of Comparative Advertising ; Chapter 5. The Satirical Attack Ad ; Chapter 6. Comparative Advertising around the World ; Chapter 7. Comparative Campaigns in the Real World ; ; Appendix: List of Advertising Sources ; Bibliography ; Index ; About the Author
• Publisher Details: Lanham : Lexington Books
• Publication Date: 2018
• Extent: 1 online resource
• Subjects: 659.1; Advertising
• Languages: English
• ISBNs: 9781498560337
• Related ISBNs: 9781498560320
• Notes: Note: Description based on CIP data; resource not viewed.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.