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Practical Guide to Comparative Advertising: Dare to Compare de Ruth M. Corbin

Practical Guide to Comparative Advertising: Dare to Compare

Autor Ruth M. Corbin, Rebecca N. Bleibaum, Tom Jirgal, David Mallen, Christine A. Van Dongen
en Limba Engleză Paperback – 26 noi 2018
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.


  • Alerts research, development and marketing professionals to potential competition issues and legal concerns
  • Provides a reference source for courts of law with respect to accepted industry standards and practices
  • Presents an authoritative perspective, in plain language, on laws and regulations governing comparative advertising, and on worldwide standards governing research evidence in support of advertising claims
  • Covers food and beverage, nutritional supplements, cosmetics and other consumer advertised products
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Specificații

ISBN-13: 9780128054710
ISBN-10: 0128054719
Pagini: 192
Dimensiuni: 152 x 229 x 20 mm
Greutate: 0.27 kg
Editura: ELSEVIER SCIENCE

Cuprins

1. Comparative Advertising as a Business Strategy – Look Before You Leap2. Laws and regulations set the rules3. What’s the Name of the Claim?4. Foundations of test design5. How much statistical support is enough?6. Bullet-proofing and Maintaining a Claim7. Proactive trouble-shooting before the claim is launched8. What to expect by way of challenge9. Fighting back: Advice for Challengers10. International comparisons11. Governing standards12. Summary and check-list

Notă biografică

Dr. Ruth M. Corbin is Chair of forensic research firm CorbinPartners Inc., a corporate director, and Adjunct Professor at Osgoode Hall Law School. Previously she has been Canadian President for Kroll Worldwide, CEO of Decision Resources Inc., Chief Operating Officer of the Angus Reid Group, and Adjunct Professor at the Rotman School of Business, She was named by the Globe and Mail and the Women's Executive Network as one of Canada's Top 100 women, in the category of Trailblazers and Trendsetters.

Ruth is co-author of two books on Intellectual Property measurement and protection, author of the Canadian Federal Court benchbook chapter on Surveys and other Marketplace Evidence, and author of a published series of educational articles called "Dare to Compare,? regarding the strategies, laws, and required evidence governing comparative advertising. She led a national team on behalf of Advertising Standards Canada to update standards for evidence in trade disputes, and led the initiative of the Market Research and Intelligence Association (MRIA) to update Canada's standards for social science research and to harmonize them with those of ESOMAR. Ruth is currently the chair of MRIA's Dispute Resolution Committee, whose mandate includes bridging communications between the courts and experts about litigation standards for evidence and best practice standards in the research industry.