A01=Fred Beard
Advertising Creative Strategy
Advertising History
Advertising Message Strategy
Advertising Message Tactics
Advertising Wars
Age Group_Uncategorized
Age Group_Uncategorized
Author_Fred Beard
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Category1=Non-Fiction
Category=GTC
Category=KJSA
Communication
Comparative Advertising
Competition in Advertising
COP=United States
Delivery_Delivery within 10-20 working days
eq_bestseller
eq_business-finance-law
eq_isMigrated=2
eq_nobargain
eq_non-fiction
International History
Language_English
Marketing
Marketing History
Media Studies
PA=Available
Price_€20 to €50
PS=Active
softlaunch
US History
Product details
- ISBN 9781498560344
- Weight: 372g
- Dimensions: 153 x 219mm
- Publication Date: 06 Jul 2020
- Publisher: Bloomsbury Publishing Plc
- Publication City/Country: US
- Product Form: Paperback
- Language: English
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From auto insurance to ready-to-eat soups and satellite TV services, both national and local advertisers in the United States—and increasingly around the world—invest a great deal of time and money on ads and campaigns in which they directly identify their competitors or refer indirectly to “the other guys.” Yet business decision-makers and advertising creative professionals have long believed that creating successful comparative advertising can be extraordinarily difficult. Many have discovered that a strategic or tactical misstep can easily lead to a disaster, such as negative responses from consumers, a successful legal challenge from one or more competitors, or the escalation of hostilities into an ongoing and damaging comparative advertising war. Comparative Advertising: History, Theory, and Practice offers scholars interested in 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?
Fred Beard is Gaylord Family Research Professor of Advertising in the Gaylord College of Journalism and Mass Communication, University of Oklahoma.
