Comparative Advertising: History, Theory, and Practice - Fred Beard
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Comparative advertisements-the kind that refer to "the other guys" or actually identify competitors by name-can be tremendously successful, or lead to a marketing disaster. The History, Theory, and Practice of Comparative Advertising reveals the possibilities and pitfalls associated with this widely used approach.
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Description
Comparative advertisements-the kind that refer to "the other guys" or actually identify competitors by name-can be tremendously successful, or lead to a marketing disaster. The History, Theory, and Practice of Comparative Advertising reveals the possibilities and pitfalls associated with this widely used approach.
More Information
| Author | Fred Beard |
|---|---|
| Publisher | Lexington Books |
| Release year | 2018 |
| Cover type | Hardcover |
| EAN | 9781498560320 |