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Comparative advertising : history, theory, and practice /

Author:
Fred Beard.
Publication info:
Lanham, Maryland : Lexington Books, an imprint of The Rowman & Littlefield Publishing Group, Inc., [2018]
Format:
Book

Holdings

Peter F. Bronfman Business Library

Location and Availability
Call Number Status
HF 5827.2 B43 2018 		Available

On the Shelf

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La langue qu'on affiche : le jeu verbal dans le slogan publicitaire au Québec / Michèle Nevert avec la collaboration de Johanne Prud'homme, Michel Rheault, Julie Sergent.
HF 5825 N48 1992
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Branding with type / Stefan Rögener, Albert-Jan Pool, Ursula Packhäuser ; edited by E.M. Ginger ; translated by Stephanie Tripier.
HF 5825 R5613 1995
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How to write a good advertisement / by Victor O. Schwab. --
HF 5825 S35
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Copywriting : successful writing for design, advertising, and marketing / Mark Shaw.
HF 5825 S47 2009
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Copywriting. --
HF 5825 S85
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Hey, Whipple, squeeze this! : a guide to creating great ads / Luke Sullivan.
HF 5825 S88 1998
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TDC nenkan = Tokyo Typedirectors Club annual.
HF 5825 T33 2002
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Fundamentals of layout for newspaper and magazine advertising, for page design of publications and for brochures / [by] F.H. Wills. --
HF 5825 W523 1971
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The advertising controversy : evidence on the economic effects of advertising / by Mark S. Albion, Paul W. Farris. --
HF 5826.5 A43
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Essentials of media planning : a marketing viewpoint / Arnold M. Barban, Steven M. Cristol, Frank J. Kopec.
HF 5826.5 B37 1993
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The development of a Canadian television commercial awareness model / John Bradley Davis.
HF 5826.5 D38 1994A MFICHE
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The media handbook : a complete guide to advertising, media selection, planning, research & buging / Helen Katz.
HF 5826.5 K38 1995
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Advertising media planning : a brand management approach / Larry D. Kelley and Donald W. Jugenheimer.
HF 5826.5 K45 2008
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Advertising media planning : a brand management approach / Larry D. Kelley, Donald W. Jugenheimer, and Kim Bartel Sheehan.
HF 5826.5 K45 2012
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Advertising media planning : a brand management approach / Larry D. Kelley, Donald W. Jugenheimer, and Kim Bartel Sheehan.
HF 5826.5 K45 2015
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Kellogg on advertising & media / The Kellogg School of Management ; edited by Bobby J. Calder.
HF 5826.5 K46 2008
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Digital advertising / Andrew McStay.
HF 5826.5 M366 2010
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Effective frequency : the relationship between frequency and advertising effectiveness / by Michael J. Naples. --
HF 5826.5 N36
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Advertising media planning / Jack Z. Sissors and Roger B. Baron.
HF 5826.5 S57 2010
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Advertising media planning / Jack Z. Sissors, E. Reynold Petray. --
HF 5826.5 S57
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Comparative advertising : history, theory, and practice / Fred Beard.
HF 5827.2 B43 2018
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The effects of price-comparison advertising on buyers' perceptions of acquisition value and transaction value / Dhruv Grewal, Kent B. Monroe, R. Krishnan.
HF 5827.2 G74 1996
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Positioning : the battle for your mind / by Al Ries and Jack Trout. --
HF 5827.2 R53 1986
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Branding New York : how a city in crisis was sold to the world / by Miriam Greenberg.
HF 5827.6 G74 2008
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How McGruff and the Crying Indian changed America : a history of iconic Ad Council campaigns / Wendy Melillo.
HF 5827.84 M45 2013
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Living up to the ads : gender fictions of the 1920s / Simone Weil Davis.
HF 5827.85 D38 2000
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Living up to the ads : gender fictions of the 1920s / Simone Weil Davis.
HF 5827.85 D38 2000
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Advertising, sex, and post-socialism : women, media, and femininity in the Balkans / Elza Ibroscheva.
HF 5827.85 I27 2013
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Investigating the use of sex in media promotion and advertising / Tom Reichert, editor.
HF 5827.85 I59 2007
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The male body as advertisement : masculinities in Hispanic media / edited by Juan Rey ; translated by Francisco Uceda.
HF 5827.85 M35 2015
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Housework and housewives in modern American advertising : married to the mop / Jessamyn Neuhaus.
HF 5827.85 N48 2011
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Learning to sell sex-ism : advertising students and gender / Aileen O'Driscoll.
HF 5827.85 O37 2019
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Food is love : food advertising and gender roles in modern America / Katherine J. Parkin.
HF 5827.85 P37 2006
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Sex appeal : the art of allure in graphic and advertising design / edited by Steven Heller.
HF 5827.85 S49 2000
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Sex in advertising : perspectives on the erotic appeal / edited by Tom Reichert, Jacqueline Lambiase.
HF 5827.85 S494 2003
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Sex in consumer culture : the erotic content of media and marketing / edited by Tom Reichert, Jacqueline Lambiase.
HF 5827.85 S496 2006
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Truth in marketing : a theory of claim-evidence relations / Thomas Boysen Anker.
HF 5827.8 A55 2016
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Deception in the marketplace : the psychology of deceptive persuasion and consumer self-protection / David M. Boush, Marian Friestad, Peter Wright.
HF 5827.8 B68 2009
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Selling it : the incredible shrinking package and other marvels of modern marketing / by Leslie Ware and the editors of Consumer reports.
HF 5827.8 S45 2002
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Fraud prevention in online digital advertising / Xingquan Zhu, Haicheng Tao, Zhiang Wu, Jie Cao, Kristopher Kalish, Jeremy Kayne.
HF 5827.8 Z48 2017

Subjects

Subject:
Comparative advertising.
Subject:
Comparative advertising » History.
Subject:
History.

More Details

Title:
Comparative advertising : history, theory, and practice / Fred Beard.
Main Author:
Beard, Fred K., 1957-
Language:
English
Published:
Lexington Books, an imprint of The Rowman & Littlefield Publishing Group, Inc., 2018
Physical Description:
xv, 229 pages ; 24 cm
Bibliography:
Includes bibliographical references and index.
ISBN:
9781498560320
1498560326
Publication:
Lanham, Maryland : Lexington Books, an imprint of The Rowman & Littlefield Publishing Group, Inc., [2018]

Table of Contents

  • Acknowledgements
  • Introduction
  • A history of comparative advertising
  • Theoretical foundations and research findings
  • What the professionals say
  • The regulation of comparative advertising in the united states
  • The satirical attack ad
  • Comparative advertising around the world
  • Comparative campaigns in the real world
  • Bibliography
  • Index
  • About the author.