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Comparative Advertising : History, Theory, and Practice - by Fred Beard (Hardcover)

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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
Format: Hardcover
Publisher: Lexington Books
Author: Fred Beard
Language: English
Street Date: June 19, 2018
TCIN: 53828609
UPC: 9781498560320
Item Number (DPCI): 248-06-6796
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$95.00

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