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Comparative Advertising: History, Theory, and Practice by Fred Beard

Comparative Advertising: History, Theory, and Practice

by Fred Beard
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Book cover type: Paperback
  • ISBN13: 9781498560344
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Lexington Books
  • Publisher Imprint: Lexington Books
  • Publication Date:
  • Pages: 246
  • Original Price: GBP 37.99
  • Language: English
  • Edition: N/A
  • Item Weight: 368 grams
  • BISAC Subject(s): Communication Studies

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.

Fred Beard is Gaylord Family Research Professor of Advertising in the Gaylord College of Journalism and Mass Communication, University of Oklahoma.

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