Comparative Advertising: History, Theory, And Practice - 9781498560320

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 asso...

• | Author: Fred K. Beard
• | Publisher: Lexington Books
• | Publication Date: Jun 19, 2018
• | Number of Pages: 246 pages
• | Language: English
• | Binding: Hardcover/Language Arts & Disciplines
• | ISBN-10: 1498560326
• | ISBN-13: 9781498560320