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Comparative Advertising: History, Theory, and Practice Fred Beard
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Comparative Advertising: History, Theory, and Practice
Fred Beard
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 Paperback Book (Book with soft cover and glued back) |
| Released | July 6, 2020 |
| ISBN13 | 9781498560344 |
| Publishers | Bloomsbury Publishing Plc |
| Pages | 246 |
| Dimensions | 151 × 229 × 20 mm · 378 g |
| Language | English |
