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Comparative Advertising : History, Theory, and Practice - by Fred Beard (Hardcover)
About this item
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.
Number of Pages: 229
Genre: Language + Art + Disciplines
Publisher: Lexington Books
Author: Fred Beard
Street Date: June 19, 2018
Item Number (DPCI): 248-06-6796
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