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Author : R. Dale Wilson
Publisher :
ISBN 13 :
Total Pages : 18 pages
Book Rating : 4.0/5 ( download)
Download or read book Strength of Claims in Comparative Advertising written by R. Dale Wilson and published by . This book was released on 1979 with total page 18 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Ruth M. Corbin
Publisher : Academic Press
ISBN 13 : 012809351X
Total Pages : 192 pages
Book Rating : 4.1/5 (28 download)
Download or read book Practical Guide to Comparative Advertising written by Ruth M. Corbin and published by Academic Press. This book was released on 2018-11-22 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt: Practical Guide to Comparative Advertising: Dare to Compare is an authoritative, engaging handbook on comparative advertising for food and non-food consumer products. Claim substantiation is a common stakeholder interest among management, advertisers, lawyers and researchers. This handbook covers the corporate culture and strategic goals that encourage comparative advertising, laws and regulations, standards for research evidence, and examples that bring the concepts to life. Of particular value to corporate brand managers, the book includes a checklist of process steps and quality controls that allow managers to orchestrate comparative ad campaigns and manage the risk of complaints from indignant competitors. Alerts research, development and marketing professionals to potential competition issues and legal concerns Provides a reference source for courts of law with respect to accepted industry standards and practices Presents an authoritative perspective, in plain language, on laws and regulations governing comparative advertising, and on worldwide standards governing research evidence in support of advertising claims Covers food and beverage, nutritional supplements, cosmetics and other consumer advertised products
Author : Fred Beard
Publisher : Rowman & Littlefield
ISBN 13 : 1498560334
Total Pages : 247 pages
Book Rating : 4.4/5 (985 download)
Download or read book Comparative Advertising written by Fred Beard and published by Rowman & Littlefield. This book was released on 2020-07-06 with total page 247 pages. Available in PDF, EPUB and Kindle. Book excerpt: From auto insurance to ready-to-eat soups and satellite TV services, both national and local advertisers in the United States—and increasingly around the world—invest a great deal of time and money on ads and campaigns in which they directly identify their competitors or refer indirectly to “the other guys.” Yet business decision-makers and advertising creative professionals have long believed that creating successful comparative advertising can be extraordinarily difficult. Many have discovered that a strategic or tactical misstep can easily lead to a disaster, such as negative responses from consumers, a successful legal challenge from one or more competitors, or the escalation of hostilities into an ongoing and damaging comparative advertising war. Comparative Advertising: History, Theory, and Practice offers scholars interested in why many business decision-makers believe they can win our loyalty by running down a competitor—as well as anyone who plans, creates, or pays for advertising—a thorough and timely synthesis of the vast body of historical research, theory, and professional insights devoted to one of advertising’s most frequently debated message tactics. The overall goal of this book is to discover answers to a simple question: Why do so many advertisers often rely on a message tactic that research and professional experience confirms they frequently regret using?
Author : Jean J. Boddewyn
Publisher : Hastings House Book Publishers
ISBN 13 :
Total Pages : 272 pages
Book Rating : 4.:/5 (321 download)
Download or read book Comparison Advertising written by Jean J. Boddewyn and published by Hastings House Book Publishers. This book was released on 1978 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Saadiya Suleman
Publisher :
ISBN 13 :
Total Pages : 33 pages
Book Rating : 4.:/5 (13 download)
Download or read book Comparative Advertising, Disparagement and Trademark Infringement written by Saadiya Suleman and published by . This book was released on 2018 with total page 33 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising pervades society and has become a persuasive force working on collective mentality of the public affecting their behaviour. Advertisements create brand image and reinforce it time and again. Traditionally, advertisers sought to present their goods and services in the most favourable light as possible, attempting to influence the public by highlighting the merits of their product or services. However, the early seventies of the last century, ushered a new era of advertising wherein comparative advertisements and commercials identified the competitors products by name. This has created new issues relating to unfair competition, disparagement and trademark infringement. For the purpose of proclaiming his goods as being the best in the world one might be tempted to compare the advantages of his goods over the goods of others. However, while saying his goods are better than his competitors', can one be allowed to say that the competitors' goods are bad? Does that not amount to slandering/disparaging the goods of his competitors? What if the goods advertised are actually better in quality than those of the competitors? Can a seller use a competitor's trademark in advertisement while comparing the relative qualities of the competitive goods? Or would such use for the purpose of distinguishing and claiming superiority over the competitors' product, in the course of advertisement without the permission of the trademark owner constitute trademark infringement? The paper seeks to analyse the intricacies of law involved in the concept of comparative advertising in relation with product disparagement and trademark infringement.
Download or read book Comparative Advertising and Competition Policy written by and published by . This book was released on 2004 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Only recently, competition authorities tend to agree on comparative advertising being helpful in promoting competition. They now encourage firms to use it. They reason that comparative advertising, if fair and not misleading, increases consumers information about alternative brands. For this to work, comparative claims must be credible. Competition policy and legal practice are essential in making comparative advertising (directly and indirectly) informative. In this paper, first we provide a legal background of comparative advertising in in Europe and the US. Second, we provide an economic analysis of comparative advertising. Here, we discuss the ways comparative advertising can affect market outcomes. Third, we provide an analysis of some recent legal cases in Europe and the US. Overall, we focus on the scope of information transmission through comparative advertising and on the way antitrust laws affect it.
Author : Robert Thomas Stack
Publisher :
ISBN 13 :
Total Pages : 258 pages
Book Rating : 4.3/5 (129 download)
Download or read book Comparative Advertising written by Robert Thomas Stack and published by . This book was released on 1978 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : David A. Horne and Michael D. Johnson
Publisher :
ISBN 13 :
Total Pages : 27 pages
Book Rating : 4.L/5 ( download)
Download or read book The association effect in comparative advertising.Working paper #461A written by David A. Horne and Michael D. Johnson and published by . This book was released on 1987 with total page 27 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Muneeb Ejaz
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (125 download)
Download or read book Comparative Advertising written by Muneeb Ejaz and published by . This book was released on 2018 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Previous research on comparative advertising indicates how brands may use advertising to compare and contrast their own products and services with those of a competing brand, for the purpose of furthering their rivalry and winning over consumers. This research investigates the effect of change in advertising medium (i.e. Print and Online) on memory recall and purchase intentions for direct and indirect comparative advertisements. Although the direction of the means was as proposed, the results indicate that there was not enough evidence to claim that direct comparative advertisements will have a greater memory recall than indirect and noncomparative advertisements. Further analysis indicates that the effect of comparative advertisements on both types of mediums was similar. More specifically, memory recall was found to be similar for direct comparative advertisements and indirect comparative advertisements when viewed on print format in contrast to online format. This research further indicates that a higher memory recall does not lead to a greater purchase intention.
Author : United States. Federal Trade Commission. Bureau of Consumer Protection
Publisher :
ISBN 13 :
Total Pages : 32 pages
Book Rating : 4.:/5 (31 download)
Download or read book Dietary Supplements written by United States. Federal Trade Commission. Bureau of Consumer Protection and published by . This book was released on 1998 with total page 32 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Mark B. Traylor
Publisher :
ISBN 13 :
Total Pages : 378 pages
Book Rating : 4.3/5 (129 download)
Download or read book The Communications Effectiveness of Comparative Advertising Under Conditions of Product Involvement and Brand Usage written by Mark B. Traylor and published by . This book was released on 1979 with total page 378 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Robert J. Bland
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (15 download)
Download or read book Comparative Analysis: Overstated Advertising Claims vs. Understated Advertising Claims and Their Effects on Attitude Formation and Intention to Buy written by Robert J. Bland and published by . This book was released on with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Donghoon Lee
Publisher :
ISBN 13 :
Total Pages : 272 pages
Book Rating : 4.:/5 (238 download)
Download or read book The Differential Impact of Comparative Advertising on Novice and Expert Consumers written by Donghoon Lee and published by . This book was released on 1989 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Brian E. Holley
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (15 download)
Download or read book Relative Effectiveness of Comparative Advertising and Product Benefit Advertising Among Top Ranked Brands Within a Selected Product Category written by Brian E. Holley and published by . This book was released on with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Christopher D. Boring
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (15 download)
Download or read book Comparative Advertising: A Content Analysis of Print Advertisements written by Christopher D. Boring and published by . This book was released on with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : J. Armstrong
Publisher : Springer
ISBN 13 : 0230285805
Total Pages : 398 pages
Book Rating : 4.2/5 (32 download)
Download or read book Persuasive Advertising written by J. Armstrong and published by Springer. This book was released on 2010-05-26 with total page 398 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written by a leading authority, this book is a comprehensive and definitive guide to advertising that incorporates a vast amount of research and expert opinion. It draws upon the evidence to establish principles that can be applied to achieve successful and effective advertising and evaluates all of the relevant attributes and aspects of this.
Author : European Communities Trade Mark Association
Publisher :
ISBN 13 :
Total Pages : 32 pages
Book Rating : 4.:/5 (66 download)
Download or read book Comparative Advertising written by European Communities Trade Mark Association and published by . This book was released on 1998 with total page 32 pages. Available in PDF, EPUB and Kindle. Book excerpt:
