Comparative Advertising: History, Theory, and Practice - Beard, Fred, Gaylord College of Journa - Books - Lexington Books - 9781498560320 - June 19, 2018
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Beard, Fred, Gaylord College of Journa
Comparative Advertising: History, Theory, and Practice

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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.

246 pages, 7 Tables, unspecified; 6 Halftones, black and white

Media Books     Hardcover Book   (Book with hard spine and cover)
Released June 19, 2018
ISBN13 9781498560320
Publishers Lexington Books
Pages 246
Dimensions 236 × 159 × 23 mm   ·   557 g
Language English  

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