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Description
xv, 229 pages : illustrations ; 24 cm
text txt rdacontent
unmediated n rdamedia
volume nc rdacarrier
Bibliography
Includes bibliographical references and index.
Contents
Acknowledgements -- Introduction -- A history of comparative advertising -- Theoretical foundations and research findings -- What the professionals say -- The regulation of comparative advertising in the united states -- The satirical attack ad -- Comparative advertising around the world -- Comparative campaigns in the real world -- Bibliography -- Index -- About the author.
Summary
This book discusses 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?
