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Comparative Advertising

Comparative Advertising

Fred Beard

61,73 €
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Editorial:
Bloomsbury Publishing plc
Año de edición:
2020
Materia
Estudios de comunicación
ISBN:
9781498560344
61,73 €
IVA incluido
Disponible

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Sobre IBD

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.

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