Comparative advertising : history, theory, and practice / Fred Beard.
By: Beard, Fred K [author.].
Publisher: Lanham, MD : Lexington Books, ©2018Description: xv, 229 pages ; 24 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9781498560320 (cloth : alk. paper).Subject(s): Comparative advertising | Comparative advertising -- HistoryGenre/Form: Print books.Current location | Call number | Status | Date due | Barcode | Item holds |
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On Shelf | HF5827.2 .B43 2018 (Browse shelf) | Available | AU00000000014624 |
Includes bibliographical references and index.
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.