Ruth M. Corbin,
Ruth M. (Chair, Corbin Partners Inc., and Adjunct Professor Osgoode Hall, The Corbin Professional Centre) Corbin,
Rebecca N. Bleibaum,
Rebecca N. (President/Chief, Sensory Intelligence of Dragonfly SCI, Inc.) Bleibaum,
Tom Jirgal,
Tom (Partner, Loeb and Loeb LLP) Jirgal,
David Mallen,
David (Partner, Loeb and Loeb LLP and Vice Chair, American Bar Association’s Section on Antitrust Law, Advertising Disputes and Litigation Committee) Mallen,
Christine A. Van Dongen,
Christine A. (Head, Sensory and Consumer Preference, Nestle Health Science R&D Center, Minneapolis) Van Dongen
e.a.
Practical Guide to Comparative Advertising
Dare to Compare
Paperback Engels 2018 9780128054710
Verwachte levertijd ongeveer 9 werkdagen
Samenvatting
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.
Specificaties
Lezersrecensies
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Inhoudsopgave
<p>1. Comparative Advertising as a Business Strategy – Look Before You Leap2. Laws and regulations set the rules3. What’s the Name of the Claim?4. Foundations of test design5. How much statistical support is enough?6. Bullet-proofing and Maintaining a Claim7. Proactive trouble-shooting before the claim is launched8. What to expect by way of challenge9. Fighting back: Advice for Challengers10. International comparisons11. Governing standards12. Summary and check-list</p>
Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan