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.
Contents:
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.
| Current location | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|
| On Shelf | HF5827.2 .B43 2018 (Browse shelf) | Available | AU00000000014624 |
Total holds: 0
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| HF5823 .Y335 2021 Paid attention : innovative advertising for a digital world / | HF5825 .M325 2019 Persuasive copywriting : cut through the noise and communicate with impact / | HF5826.5 .K38 2017 The media handbook : a complete guide to advertising media selection, planning, research, and buying / | HF5827.2 .B43 2018 Comparative advertising : history, theory, and practice / | HF5827.8 .A55 2016 Truth in marketing : a theory of claim-evidence relations / | HF5837 .R64 2015 Campaigns that shook the world : the evolution of public relations / | HF5844 .F55 2016 Films that sell : moving pictures and advertising / |
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.