Practical guide to comparative advertising : dare to compare /: dare to compare. (2018)

• Record Type: Book
• Further Information: Note: Ruth M. Corbin, Rebecca N. Bleibaum, Tom Jirgal, David Mallen, Christine A. Van Dongen.
• Authors: Corbin, Ruth M; Bleibaum, Rebecca N; Jirgal, Tom; Mallen, David; Dongen, Christine A. Van
• Contents: 1. Comparative Advertising as a Business Strategy – Look Before You Leap 2. Laws and regulations set the rules 3. What’s the Name of the Claim? 4. Foundations of test design 5. How much statistical support is enough? 6. Bullet-proofing and Maintaining a Claim 7. Proactive trouble-shooting before the claim is launched 8. What to expect by way of challenge 9. Fighting back: Advice for Challengers 10. International comparisons 11. Governing standards 12. Summary and check-list
• Publisher Details: Amsterdam : Academic Press
• Publication Date: 2018
• Extent: 1 online resource
• Subjects: 659.1; Comparative advertising
• Languages: English
• ISBNs: 9780128093511
• Related ISBNs: 9780128054710
• 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.