Comparative advertising: history, theory, and practice
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Lanham, MD
Lexington Books
[2018]
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| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Klappentext |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | xv, 229 Seiten Illustrationen |
| ISBN: | 9781498560320 |
Internformat
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Datensatz im Suchindex
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| adam_text | COMPARATIVE ADVERTISING
/ BEARD, FRED K.YYD1957-YYEAUTHOR
: 2018
TABLE OF CONTENTS / INHALTSVERZEICHNIS
ACKNOWLEDGEMENTS
INTRODUCTION
A HISTORY OF COMPARATIVE ADVERTISING
THEORETICAL FOUNDATIONS AND RESEARCH FINDINGS
WHAT THE PROFESSIONALS SAY
THE REGULATION OF COMPARATIVE ADVERTISING IN THE UNITED STATES
THE SATIRICAL ATTACK AD
COMPARATIVE ADVERTISING AROUND THE WORLD
COMPARATIVE CAMPAIGNS IN THE REAL WORLD
BIBLIOGRAPHY
INDEX
ABOUT THE AUTHOR
DIESES SCHRIFTSTUECK WURDE MASCHINELL ERZEUGT.
Fred Beard s book offers a timely, interesting, and comprehensive account of the strategic use
of comparative advertising in the United States and abroad.
This is a badly needed holistic look at comparative advertising and what we know about how
and when it works. Beard s historical perspective is extremely valuable, particularly given that
comparative advertising has been used much more frequently in the United States than many
other markets—but is growing in other markets. The synthesis of research findings contained
in this book is highly insightful and a great addition to the literature.
A comprehensive and insightful analysis of comparative advertising research and practice.
From auto insurance to ready-to-eat soups and satellite TV services, both national and local
advertisers in the United States—and increasingly around the world—invest a great deal of
time and money on ads and campaigns in which they directly identify their competitors or
refer indirectly to the other guys. Yet business decision-makers and advertising creative
professionals have long believed that creating successful comparative advertising can be
extraordinarily difficult. Many have discovered that a strategic or tactical misstep can easily
lead to a disaster, such as negative responses from consumers, a successful legal challenge
from one or more competitors, or the escalation of hostilities into an ongoing and damaging
comparative advertising war. Comparative Advertising: History, Theory, and Practice offers
scholars interested in why many business decision-makers believe they can win our loyalty by
running down a competitor—as well as anyone who plans, creates, or pays for advertising—a
thorough and timely synthesis of the vast body of historical research, theory, and professional
insights devoted to one of advertising s most frequently debated tactics. The overall goal of
this book is to discover answers to a simple question: Why do so many advertisers often rely
on a tactic that research and professional experience confirms they frequently regret using?
is Gaylord Family Research Professor of Advertising in the Gaylord
College of Journalism and Mass Communication, University of Oklahoma.
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| language | English |
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| spelling | Beard, Fred K. Verfasser aut Comparative advertising history, theory, and practice Fred Beard Lanham, MD Lexington Books [2018] © 2018 xv, 229 Seiten Illustrationen txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Geschichte gnd rswk-swf Comparative advertising Comparative advertising History Vergleichende Werbung (DE-588)4187743-3 gnd rswk-swf Vergleichende Werbung (DE-588)4187743-3 s Geschichte z DE-604 Erscheint auch als Online-Ausgabe 978-1-4985-6033-7 LoC Fremddatenuebernahme application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=030474299&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=030474299&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Klappentext |
| spellingShingle | Beard, Fred K. Comparative advertising history, theory, and practice Comparative advertising Comparative advertising History Vergleichende Werbung (DE-588)4187743-3 gnd |
| subject_GND | (DE-588)4187743-3 |
| title | Comparative advertising history, theory, and practice |
| title_auth | Comparative advertising history, theory, and practice |
| title_exact_search | Comparative advertising history, theory, and practice |
| title_full | Comparative advertising history, theory, and practice Fred Beard |
| title_fullStr | Comparative advertising history, theory, and practice Fred Beard |
| title_full_unstemmed | Comparative advertising history, theory, and practice Fred Beard |
| title_short | Comparative advertising |
| title_sort | comparative advertising history theory and practice |
| title_sub | history, theory, and practice |
| topic | Comparative advertising Comparative advertising History Vergleichende Werbung (DE-588)4187743-3 gnd |
| topic_facet | Comparative advertising Comparative advertising History Vergleichende Werbung |
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