Comparative Advertising

Author : Fred, Gaylord College of Journalism and Mass Communication, University of Oklahom Beard

Paperback

Published : Monday 6 July 2020

ISBN : 9781498560344

Price : €40.95

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.

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