{"product_id":"practical-guide-to-comparative-advertising-dare-to-compare-paperback-9780128054710","title":"Practical Guide to Comparative Advertising; Dare to Compare (Paperback) 9780128054710","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003ePractical Guide to Comparative Advertising\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eDare to Compare\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cem\u003e\u003cp\u003eA practical guide for managers who orchestrate comparative advertising campaigns and manage the risk of complaints from competitors\u003c\/p\u003e\u003c\/em\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eRuth M. Corbin (Author), Rebecca N. Bleibaum (Author), Tom Jirgal (Author), David Mallen (Author), Christine A. Van Dongen (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780128054710, Elsevier Science\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003ePaperback, published 26 November 2018\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e192 pages\u003cbr\u003e22.9 x 15.1 x 1.3 cm, 0.32 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cp\u003e\u003ci\u003ePractical Guide to Comparative Advertising: Dare to Compare\u003c\/i\u003e 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. \u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003e1. 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\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Food \u0026amp; beverage technology [\u003ca title=\"See our other books on Food \u0026amp; beverage technology\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Food%20\u0026amp;%20beverage%20technology%20%5BTDCT%5D%22\"\u003eTDCT\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Academic Press","offers":[{"title":"Default Title","offer_id":46649741246744,"sku":"9780128054710","price":53.89,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/products\/9780128054710.jpg?v=1694103245","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/practical-guide-to-comparative-advertising-dare-to-compare-paperback-9780128054710","provider":"Freshly Printed Books","version":"1.0","type":"link"}