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010 a| 2018952706;

015 a| GBB8K96592| bnb;

016 7 a| 0191235132| Uk;

020 a| 9780128054710q| (pbk.);

020 a| 0128054719q| (pbk.);

020 z| 9780128093511q| (ePub ebook);

035 a| (WaSeSS)ssj0002508219;

042 a| lccopycat;

049 a| EREEa| NEHH;

050 00 a| HF5827.2b| .C67 2019;

082 04 a| 659.12| 23;

100 1 a| Corbin, Ruth M.?| UNAUTHORIZED;

245 10 a| Practical guide to comparative advertisingh| [electronic resource] :b| dare to compare /c| Ruth M. Corbin, Chair, CorbinPartners Inc., Adjunct Professor Osgoode Hall Law School, and Mediator, Corbin Estates Law ; Rebecca N. Bleibaum, President/Chief, Sensory Intelligence of Dragonfly SCI, Inc. ; Tom Jirgal, Partner, Loeb and Loeb LLP ; David Mallen, Partner, Loeb and Loeb LLP ; Christine A. Van Dongen, Formerly Head, Sensory and Consumer Preference, Nestle Health Science R & D Center, Minneapolis.;

260 a| Amsterdam :b| Academic Press,c| [2019];

300 a| ix, 182 pages :b| illustrations (some color) ;c| 23 cm;

504 a| Includes bibliographical references and index.;

506 a| Available only to authorized users.;

520 a| Practical Guide to Comparative Advertising: Dare to Compare is an authoritative, engaging handbook on comparative advertising for food and non-food consumer products. Claim substantiation is a common stakeholder interest among management, advertisers, lawyers and researchers. This handbook covers the corporate culture and strategic goals that encourage comparative advertising, laws and regulations, standards for research evidence, and examples that bring the concepts to life. Of particular value to corporate brand managers, the book includes a checklist of process steps and quality controls that allow managers to orchestrate comparative ad campaigns and manage the risk of complaints from indignant competitors -- Provided by the publisher.;

538 a| Mode of access: World Wide Web;

650 0 a| Comparative advertising.=| ^A650343;

650 7 a| Comparative advertising.2| fast0| (OCoLC)fst01430116;

650 7 a| Vergleichende Werbung2| gnd;

655 0 a| Electronic books.=| ^A491897;

700 1 a| Bleibaum, Rebecca N.?| UNAUTHORIZED;

700 1 a| Jirgal, Tom.?| UNAUTHORIZED;

700 1 a| Mallen, David.?| UNAUTHORIZED;

700 1 a| Dongen, Christine A. Van.?| UNAUTHORIZED;

776 08 i| Ebook version :z| 9780128093511;

856 40 z| Full text available from eBook - Agricultural, Biological, and Food Sciences 2019u| https://go.openathens.net/redirector/ecu.edu?url=https%3A%2F%2Fwww.sciencedirect.com%2Fscience%2Fbook%2F9780128054710;

947 a| (OCoLC)ocn992433832;

949 a| CLICK ON WEB ADDRESSw| ASISh| JOYNER188;

949 a| CLICK ON WEB ADDRESSw| ASISh| HSL77;

949 a| CLICK ON WEB ADDRESSw| ASISh| JMUSIC60;

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998 a| 5869345;

999 a| CLICK ON WEB ADDRESSw| ASISc| 1i| 5869345-1001l| JNETm| JOYNERr| Ys| Yt| JNESSBKu| 7/18/2022x| EBOOKz| JERESOURCE;

999 a| CLICK ON WEB ADDRESSw| ASISc| 1i| 5869345-2001l| HSLELECm| HSLr| Ys| Yt| HEBKu| 7/18/2022x| EBOOKz| HERESOURCE;

999 a| CLICK ON WEB ADDRESSw| ASISc| 1i| 5869345-3001l| MNETm| JMUSICr| Ys| Yt| MNESSBKu| 7/18/2022x| EBOOKz| JERESOURCE;

Practical guide to comparative advertising dare to compare / Ruth M. Corbin, Chair, CorbinPartners Inc., Adjunct Professor Osgoode Hall Law School, and Mediator, Corbin Estates Law ; Rebecca N. Bleibaum, President/Chief, Sensory Intelligence of Dragonfly SCI, Inc. ; Tom Jirgal, Partner, Loeb and Loeb LLP ; David Mallen, Partner, Loeb and Loeb LLP ; Christine A. Van Dongen, Formerly Head, Sensory and Consumer Preference, Nestle Health Science R & D Center, Minneapolis.

Author/creator	Corbin, Ruth M.
Format	Electronic
Publication Info	Amsterdam : Academic Press, [2019]
Description	ix, 182 pages : illustrations (some color) ; 23 cm
Supplemental Content	Full text available from eBook - Agricultural, Biological, and Food Sciences 2019
Subjects	Comparative advertising.

Other author/creator	Bleibaum, Rebecca N.
Other author/creator	Jirgal, Tom.
Other author/creator	Mallen, David.
Other author/creator	Dongen, Christine A. Van.
Abstract	Practical Guide to Comparative Advertising: Dare to Compare is an authoritative, engaging handbook on comparative advertising for food and non-food consumer products. Claim substantiation is a common stakeholder interest among management, advertisers, lawyers and researchers. This handbook covers the corporate culture and strategic goals that encourage comparative advertising, laws and regulations, standards for research evidence, and examples that bring the concepts to life. Of particular value to corporate brand managers, the book includes a checklist of process steps and quality controls that allow managers to orchestrate comparative ad campaigns and manage the risk of complaints from indignant competitors -- Provided by the publisher.
Bibliography note	Includes bibliographical references and index.
Access restriction	Available only to authorized users.
Technical details	Mode of access: World Wide Web
Issued in other form	Ebook version : 9780128093511
Genre/form	Electronic books.
LCCN	2018952706
ISBN	9780128054710 (pbk.)
ISBN	0128054719 (pbk.)
ISBN	(ePub ebook)

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