Comparative advertising: history, theory, and practice
Auteur :
Beard, Fred
Éditeur :
Bloomsbury Publishing Plc
ISBN :
9781498560344
Date de publication :
6 juil. 2020
Dimensions :
21,9 x 15,3 x 1,8 cm
Poids :
372 g
Langue :
Anglais
Pays d'origine :
USA
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.